Marketing social e organização do terceiro setor: uma revisão sistemática

Abstract

Social marketing has stood out as a method that employs techniques and principles aimed at generating benefits such as trustworthiness, behavior change, and well-being for society. When implemented in various sectors, its relevance is particularly notable in the context of the third sector. Given this context, this study aims to understand how the theoretical debate on social marketing applied to third sector organizations has evolved within the field of Administration. As a research method, a systematic literature review was conducted, with data collected from the Scopus platform. Seven studies met the selection criteria, revealing a scarcity of research specifically focused on the third sector, which became an important conclusion of the study. The results contribute to indicating the current stage of development of the concept and by suggesting directions for future research to expand its theoretical and practical applications.