A Social Marketing Approach for Developing a Neighborhood Network

This paper focuses on a social marketing project proposal for a community in a social housing neighborhood in Faro, in southern Portugal. The aim of the research is to discuss the possibility of the implementation of a neighborhood network, using a social marketing approach with the goal of strength...

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Bibliographic Details
Published in:Journal of spatial and organizational dynamics 2015-09, Vol.III (3), p.204-2015
Main Authors: Cláudia Sequeira, Patrícia Oliveira, Ricardo Rodrigues, Vanessa Sousa, Dora Agapito
Format: Article
Language:English
Subjects:
Neighborhood Network
Social Marketing
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Summary:This paper focuses on a social marketing project proposal for a community in a social housing neighborhood in Faro, in southern Portugal. The aim of the research is to discuss the possibility of the implementation of a neighborhood network, using a social marketing approach with the goal of strengthening the ties of cooperation, solidarity and friendship between the inhabitants of the neighborhood with a view to fostering social cohesion in the city. The paper offers a theoretical and empirical discussion about the characteristics of particular areas designated as social housing neighborhoods. Data collection was performed in loco by giving a questionnaire to the inhabitants of the neighborhood and by direct observation. The results facilitated a balance between the needs of the residents and their ability to help their neighbors. The results are followed by a discussion and a proposal for a social marketing project targeted to the neighborhood under study.
ISSN:2183-1912