Influence of social marketing on resource acquisition and visibility of civil organizations in urban environments

Authors

DOI:

https://doi.org/10.29105/vtga12.3-1265

Keywords:

Social marketing, resource mobilization, institutional visibility

Abstract

The present study aimed to analyze the impact of social marketing on resource acquisition and institutional visibility of the civil association Casa Hogar Florecer, located in a Mexican urban context. As a background, it is recognized that civil society organizations face structural limitations in positioning themselves in digital environments and accessing sustainable resources, particularly when they lack specialized communication personnel. A mixed methodology with a non-experimental design and descriptive-correlational scope was applied. The sample was selected for convenience and included managerial staff and volunteers, using semi-structured interviews, thematic content analysis, and Pearson correlation. The findings revealed a significant positive correlation between the implementation of social marketing strategies and the increase in both fundraising and institutional visibility. It is concluded that social marketing, even under conditions of low professionalization, represents an effective tool for strengthening organizational identity, establishing community ties, and consolidating financial support. The professionalization of institutional communication and the strategic planning of digital campaigns are recommended to improve the social reach and sustainability of these entities.

Downloads

Download data is not yet available.

Author Biographies

Melissa Edith Salazar-Echeagaray, Universidad Autonoma de Sinaloa

Melissa Edith Salazar Echeagaray is a teacher in Subject "B" assigned to the Faculty of Social Sciences at the Autonomous University of Sinaloa. She holds a degree in Communication Sciences and a Master's degree in Graphic Design. She is a PhD candidate in Communication from the National University of La Plata. She holds a scholarship from the Human Resources Training Program in Strategic Areas, Young Doctors section. Active member of the Network of Scientific Researchers of Latin America and the Caribbean (ICALC RED). Certified Teacher in Office Word 2016. Certified Teacher in White Belt. Certified Teacher in Yellow Belt. She has publications in peer-reviewed and indexed journals and has presented papers at national and international conferences. Organizer of national and international academic events. ORCID: 0000-0003-0704-3612.

Saul Baldenebro-Baez, Universidad Autonoma de Sinaloa

Pasante de la licenciatura en Mercadotecnia de la Universidad Autonoma en Sinaloa.

References

American Psychological Association. (2020). Publication manual of the American Psychological Association (7th ed.). American Psychological Association.

Andreasen, A. R. (2006). Social marketing in the 21st century. SAGE Publications.

Bhati, A., & McDonnell, D. (2020). Success in an online giving day: The role of social media in fundraising. Nonprofit and Voluntary Sector Quarterly, 49(1), 74–92. https://doi.org/10.1177/0899764019868849 DOI: https://doi.org/10.1177/0899764019868849

Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa DOI: https://doi.org/10.1191/1478088706qp063oa

Cañedo, R., Barragán Mendoza, M. del C., & Esparza Carmona, J. C. (2022). Los Nodos de la Economía Social y Solidaria como política de Estado en México: La experiencia del NODESS-REDESSGRO. Revista Iberoamericana de Economía Solidaria e Innovación Socioecológica, 5, 95–118. https://doi.org/10.33776/riesise.v5.5319 DOI: https://doi.org/10.33776/riesise.v5.5319

Castro Rivera, M. E., & Carpio Vega, M. (2023). Estrategias del marketing digital adaptadas a pequeñas y medianas empresas en Latinoamérica. Boletín de Coyuntura, (38), 7–17. https://doi.org/10.31243/bcoyu.38.2023.2185 DOI: https://doi.org/10.31243/bcoyu.38.2023.2185

Congreso de los Estados Unidos Mexicanos. (2025). Ley Federal de Protección de Datos Personales en Posesión de los Particulares. Diario Oficial de la Federación. https://www.diputados.gob.mx/LeyesBiblio/pdf/LFPDPPP.pdf

Creswell, J. W., & Plano Clark, V. L. (2011). Designing and conducting mixed methods research (2nd ed.). SAGE Publications.

Duque, P., Cárdenas, M., & Robledo, S. (2024). Marketing social: Evolución y tendencias. Entramado, 20(1), Article e10378. https://doi.org/10.18041/1900-3803/entramado.1.10378 DOI: https://doi.org/10.18041/1900-3803/entramado.1.10378

Escobedo-Ortega, G. A. N., & Guevara-Pérez, J. G. (2019). Marketing digital versus medios de divulgación convencionales en el área metropolitana de Monterrey. VinculaTégica EFAN, 5(2), 1496–1507. https://doi.org/10.29105/vtga5.2-760 DOI: https://doi.org/10.29105/vtga5.2-760

Flick, U. (2015). El diseño de investigación cualitativa (T. del Amo & C. Blanco, Trads.). Ediciones Morata. (Trabajo original publicado en 2007)

Galiano Coronil, A. (2021). Un nuevo enfoque de marketing social en las redes sociales: Aplicación en las ONGDs. IROCAMM: International Review of Communication and Marketing Mix, 1(4), 22–32. https://doi.org/10.12795/IROCAMM.2021.v01.i04.02 DOI: https://doi.org/10.12795/IROCAMM.2021.v01.i04.02

Gallegos-Martínez, J. A., Rincón-Sánchez, E., & Romero-Jasso, E. (2020). El impacto del marketing digital para captar clientes potenciales en el mercado inmobiliario en la zona metropolitana de Monterrey. VinculaTégica EFAN, 6(2), 1592–1603. https://doi.org/10.29105/vtga6.2-669 DOI: https://doi.org/10.29105/vtga6.2-669

Girish, G., & Ghosh, K. (2020). Social media marketing and crowdfunding awareness among Indian entrepreneurs. Journal of Public Affairs, 20(2), Article e2014. https://doi.org/10.1002/pa.2014 DOI: https://doi.org/10.1002/pa.2014

Giuliani, A. C., Monteiro, T. A., Zambon, M. S., Betanho, C., & Lima Faria, L. H. (2012). El marketing social, el marketing relacionado a causas sociales y la responsabilidad social empresarial: El caso del supermercado Pão-de-Açucar, de Brasil. Invenio, 15(29), 11–27.

Gonçalves, G., & Oliveira, E. (Eds.). (2023). The Routledge handbook of nonprofit communication. Routledge. https://doi.org/10.4324/9781003170563 DOI: https://doi.org/10.4324/9781003170563

Hernández Martínez, J. A., Herrera Tapia, F., & Chávez Mejía, C. (2015). Capacidades, liderazgos y estrategias de gestión de organizaciones de la sociedad civil en zonas rurales. Contaduría y Administración, 60(4), 817–835. https://doi.org/10.1016/j.cya.2015.07.001 DOI: https://doi.org/10.1016/j.cya.2015.07.001

Hernández Sampieri, R., Fernández Collado, C., & Baptista Lucio, P. (2014). Metodología de la investigación (6.ª ed.). McGraw-Hill.

Ibarra Armenta, C. I., & Salazar Yanes, J. C. (2024). Estimación de afectaciones económicas causadas por inundaciones a nivel hogar en Sinaloa, México. Acta Universitaria, 34, 1–19. https://doi.org/10.15174/au.2024.4005 DOI: https://doi.org/10.15174/au.2024.4005

Jamil, K., Dunnan, L., Gul, R. F., Shehzad, M. U., Gillani, S. H. M., & Awan, F. H. (2022). Role of social media marketing activities in influencing customer intentions: A perspective of a new emerging era. Frontiers in Psychology, 12, Article 808525. https://doi.org/10.3389/fpsyg.2021.808525 DOI: https://doi.org/10.3389/fpsyg.2021.808525

Kotler, P., & Lee, N. (2008). Social marketing: Influencing behaviors for good (3rd ed.). SAGE Publications.

Marín Aranguren, E. M., & Millares Abella, N. (2017). Las organizaciones de la sociedad civil latinoamericana y su oferta de valor. Estudio de caso: México, Brasil, Colombia y Argentina. Oasis, (25), 187–221. https://doi.org/10.18601/16577558.n25.11 DOI: https://doi.org/10.18601/16577558.n25.11

Martínez Hernández, M. L., Mendiola Cortina, J. A., & Hernández Rangel, M. de J. (2024). Estrategias de comunicación y relaciones públicas en México: Análisis de su impacto en la sociedad civil. Revista de Ciencias Sociales, 30, 563–574. https://doi.org/10.31876/rcs.v30i.42335 DOI: https://doi.org/10.31876/rcs.v30i.42335

McCurley, S. (1995). Recruiting, developing, and managing volunteers. Nonprofit Management and Leadership, 5(4), 439–441. https://doi.org/10.1002/NML.4130050409 DOI: https://doi.org/10.1002/nml.4130050409

Medranda Morales, N. J. (2020). La comunicación: De la mediación a la generación de conocimiento. En N. Medranda-Morales & N. Valbuena-Bedoya (Coords.), Comunicación y ciudad: Lenguajes, actores y relatos (pp. 19–30). Editorial Universitaria Abya-Yala. https://doi.org/10.7476/9789978105702 DOI: https://doi.org/10.7476/9789978105702.0003

Moreno Cortés, K. C., Romano Cadena, M. M. del S., & García Alarcón, M. del R. (2020). Gestión del conocimiento de social media marketing, para aumentar las ventas de las micro-empresas de servicios, cuyos clientes son parte de una comunidad universitaria. Caso Ciudad de Puebla. Revista GEON (Gestión, Organizaciones y Negocios), 7(1), 112–128. https://doi.org/10.22579/23463910.186 DOI: https://doi.org/10.22579/23463910.186

Reyes-Pedraza, M. E., García-González, J., & Téllez-Castilla, M. D. (2019). Estrategias de marketing social en salud: Análisis comparativo Nuevo León-Tabasco. VinculaTégica EFAN, 5(1), 312–325. https://doi.org/10.29105/vtga5.1-898 DOI: https://doi.org/10.29105/vtga5.1-898

Suh, J., & Battaglio, P. (2021). Assessing the mediating effect of internal communication on strategic human resource management and perceived performance: An intersectoral comparison. Review of Public Personnel Administration, 42(3), 464–491. https://doi.org/10.1177/0734371X21994185 DOI: https://doi.org/10.1177/0734371X21994185

Suh, J., Hoang, T., & Hijal-Moghrabi, I. (2021). Nonprofit external communications: General management, public relations, or fundraising tool? Journal of Public and Nonprofit Affairs, 7(2), 220–239. https://doi.org/10.20899/jpna.7.2.220-239 DOI: https://doi.org/10.20899/jpna.7.2.220-239

Tapia Salazar, M., Adame Rodríguez, L., & Villanueva Pimentel, M. (2021). Estrategia de nodo de impulso a la economía social y solidaria para MiPyMES ante pandemia: Artesanos de la región Pátzcuaro. VinculaTégica EFAN, 7(1), 566–575. https://doi.org/10.29105/vtga7.2-38 DOI: https://doi.org/10.29105/vtga7.2-38

Tondolo, R. da R. P., Tondolo, V. A. G., Bitencourt, C. C., & Paiva, E. L. (2023). Effect of transparency and social capital on fundraising intentions. Cadernos EBAPE.BR, 21(1), Article e2022-0076. https://doi.org/10.1590/1679-395120220076x DOI: https://doi.org/10.1590/1679-395120220076x

Velarde Rodríguez, M. G. (2024). Los NODESS en Sinaloa como estrategia para incentivar el desarrollo regional. Telos: Revista de Estudios Interdisciplinarios en Ciencias Sociales, 26(3), 1021–1040. https://doi.org/10.36390/telos263.15 DOI: https://doi.org/10.36390/telos263.15

Yin, R. K. (2014). Case study research: Design and methods (5th ed.). SAGE Publications.

Downloads

Published

2026-05-29

How to Cite

Salazar-Echeagaray, T. I., Salazar-Echeagaray, M. E., & Baldenebro-Baez, S. (2026). Influence of social marketing on resource acquisition and visibility of civil organizations in urban environments. Vinculategica Efan, 12(3), 144–164. https://doi.org/10.29105/vtga12.3-1265

Issue

Vol. 12 No. 3 (2026): VinculaTégica EFAN 12(3) May - June 2026

Section

Papers

License

Copyright (c) 2026 Teresa Irina Salazar-Echeagaray, Melissa Salazar, Saul Baldenebro

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish in the VinculaTégica EFAN journal agree to the following Copyright Notice:
 

a). Authors keep copyright and give the journal the right of the first publication of the work under a Creative Commons attribution license. This license allows others to share the work as long as original authorship and initial publication in this journal is acknowledged.

b). Authors may make other independent and additional contractual agreements for the non-exclusive distribution of the version of the article published in this journal (e.g., include it in an institutional repository or publish it in a book) as long as they clearly indicate that the work was published for the first time in this journal.

c). Authors are allowed to self-archive their work in institutional repositories or on their own website before and during the submission process, as this may encourage productive exchanges and increase early and overall citation of the published work.