دور أبعاد التسويق الاجتماعي في تنمية المسؤولية الاجتماعية دراسة ميدانية على متطوعي منظمة الهلال الأحمر العربي السوري – فرع حلب

Abstract

The research aimed to study the role of social marketing dimensions (social product, social pricing, social promotion, and social distribution) in developing social responsibility. The study was applied to a sample of volunteers from the Syrian Arab Red Crescent organization – Aleppo branch. The research adopted a descriptive approach, and the study population included all volunteers of the Syrian Arab Red Crescent – Aleppo branch, numbering 150 volunteers. Using a comprehensive survey method, the research questionnaire was distributed to all of them, and 139 complete and valid questionnaires were retrieved for statistical analysis, with a response rate of 92.7%.

The results showed that the level of social marketing application and commitment to social responsibility is high among Red Crescent volunteers in Aleppo. This reflects the volunteers' conviction that the services provided are of high quality and reach those in need effectively and free of charge, which enhances their sense of responsibility. This firm commitment makes them active partners in community building, ensuring the continuity and success of the organization's efforts. The results also revealed a very strong and statistically significant positive correlation between the social marketing dimensions and the level of social responsibility among Red Crescent volunteers. 95.2% of the variance in social responsibility can be explained by these dimensions, with social pricing being the most influential, followed by distribution and promotion, while the social product had the least impact.