A macromarketing prescription for Covid-19: solidarity and care ethics

Shabbir, H. A., Hyman, M. R. and Kostyk, A. (2021) A macromarketing prescription for Covid-19: solidarity and care ethics. Journal of Macromarketing, 41(2), pp. 181-193. (doi: 10.1177/02761467211001544)

Abstract

Contextualized in the current pandemic, this essay discusses social marketing and public policy efforts from a ‘social solidarity and care ethics’ perspective. It presents a prototypical inclusivity-based approach for managing pandemics, with adaptive and maladaptive examples to show how the ‘social solidarity and care ethics nexus’ can and should ‘travel’ within and between societal strata. It positions this perspective as a form of phronetic polysemic marketing, and thus considers the complexity of pandemic sociopsychology and stresses the need for practical wisdom.

• Item Type: Articles
• Keywords: Social solidarity, care ethics, phronetic marketing, public policy, pandemic responses.
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Kostyk, Dr Alena
• Authors: Shabbir, H. A., Hyman, M. R., and Kostyk, A.
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Journal Name: Journal of Macromarketing
• Publisher: SAGE Publications
• ISSN: 0276-1467
• ISSN (Online): 1552-6534
• Published Online: 17 March 2021
• Copyright Holders: Copyright © 2021 The Authors
• First Published: First published in Journal of Macromarketing 41(2): 181-193
• Publisher Policy: Reproduced in accordance with the publisher copyright policy