Réinventer l'ESS au Maroc : Le rôle clé du marketing social dans la transformation sociale et économique

Author(s)	Majda Chahir, Badia Safieddine
Country	Morocco
Abstract	This article analyzes the impact of social marketing on social and solidarity economy (SSE) initiatives, with a particular focus on the Moroccan context. SSE, as an alternative economic model based on cooperation, sustainability, and collective interest, addresses global challenges such as social inequalities and environmental crises. However, it faces difficulties, notably in terms of visibility and resource mobilization. Social marketing, which aims to influence behavior for the common good, appears as a strategic lever to strengthen the effectiveness of SSE initiatives. Three hypotheses are explored: improving the visibility of SSE organizations through social marketing, promoting behaviors aligned with SSE values through locally adapted campaigns, and the lack of skills and resources that hinder the optimal use of social marketing. Through an analysis combining case studies and surveys, the article offers practical recommendations to enhance the performance of SSE in Morocco.
Keywords	social and solidarity economy, social marketing, performance, resource mobilization, cooperative, organizations, campaigns.
Field	Sociology > Economics
Published In	Volume 7, Issue 1, January-February 2025
Published On	2025-01-21
Cite This	Réinventer l'ESS au Maroc : Le rôle clé du marketing social dans la transformation sociale et économique - Majda Chahir, Badia Safieddine - IJFMR Volume 7, Issue 1, January-February 2025.

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