COVID-19: ASSESSMENT OF BEHAVIORAL CHANGES BASED ON THE PRINCIPLES OF SOCIAL MARKETING

Abstract

Objective: The present study focuses on the core of social marketing, that is, the change in the behavior of individuals aiming at obtaining social welfare in the long term, to describe the context of insertion of the practices to change the behavior of society in the Brazilian reality, and relates the recommendations focused on combating the pandemic of COVID-19 to what is proclaimed by social marketing. Methodology: The focus on behavioral approaches aimed at coping with the pandemic took place through a qualitative research, following a logical and reflective structure, in which interpretation and argumentation are emphasized. Thus, the practices indicated for coping with the recent outbreak of COVID-19 were listed, identifying those consistent with the precepts of social marketing. Main results: The main recommendations related to combating COVID-19, appraisals and considerations are presented, identifying the relationship of such recommendations to social marketing practices and how they can contribute to generating greater well-being in the pandemic scenario caused by COVID-19. Academic contribution: It is shown how an approach based on human rights assists in the management of risks and opportunities, in addition to offering a particularly useful method for dealing with challenging issues inherent to social marketing, contributing to the literature on the subject. Practical contribution: the study provides an understanding of how a human rights-based approach presents social marketing professionals with a practical guide whose implications include facilitating the recognition of the expectations of Brazilian society and helping to develop more sustainable ways of addressing social problems.