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Published by at July 13th, 2023 , Revised On July 13, 2023

An Empirical Investigation and Conceptual Model of Perceptions, Support, and Barriers to Marketing in Social Enterprises


The value of social companies and consumer insights as experts in the battle against poverty has increased in agricultural countries in recent years. Their current marketing and company execution are far from perfect, considering the tremendous significance of SE businesses around the globe. In essence, in local, territorial and global market areas where there is significant competition, SEs will usually search for methods to locate job opportunities. For all enterprises in the era of globalisation, becoming serious is the most significant concept. Given the constraints of, for example, inadequate resources, SEs are constantly competing with other forms of organisations that are social and industrial, both of which have larger funds. Researchers have called for a deeper analysis, for instance, to figure out how remarkable social companies have been developed to appreciate the miracles even more precisely. (Bandyopadhyay & Ray, 2019). Since the altruistic concept of SE was accentuated by much of the scattered discovery, their corporate goal was never really in sight. One thinks a little about what the SE nations have done so far and what obstacles they have faced during promotion. There is still no information available about the existing amount of ads used by SEs that have been established. Many of these organisations face diverse challenges to expand. SE undoubtedly needs to develop its demonstrative execution to understand these challenges, for example, by engaging more customers by building and expanding market recognition. (Powell & Osborne, 2015)

In the environment of the artistic scene, the exploration void that this study explores lies. Countries in Asia have SE companies that operate with compulsory money, unlike the developed countries. They constantly fight for land, money and masters with different alliances. In non-industrialized countries, particularly in Asia, the lack of adequate financial capital is seen as a major obstacle to SE’s growth. (Mitchell, 2016). The central point of this study is to investigate the vision and limits of the art of ads in SE. The following segment summarises the writing on SE, the introduction to SE, and the environmental framework of the creativity organisation. This is accompanied by methods introduced to reach the crawl. A discussion can then be had on a variety of subjects that identify with the impression of the improving agents and barriers of SE. Current research has developed a measured structure following these results (SE qualifications and barriers). Finally, the suggestions for administrative procedures based on the most important findings were discussed.

Research problem

Present social entrepreneurship reports provide contrasting and opposing views on the effect on developed countries of social enterprises. While several studies have concentrated on social enterprises in developed countries, in an increasingly linked digital marketing environment, there is no longitudinal research investigating how social enterprises develop marketing strategies. The impact of customer expectations on social enterprise marketing campaigns in a developed world and, in particular, perceptions and obstacles to social enterprises were analysed empirically in this report. In-depth interviews were done with people from social organisations based on the institutional technology-organizational climate and a social positive outlook. (Islam et al., 2021).

Research questions

A conceptual design for social entrepreneurship was suggested and hampered in the present research. The current study shows that social entrepreneurship inspires self-confidence and social strength, but the key barriers to the implementation of successful social entrepreneurship are technological imbalances and infrastructure. Our research leads to the philosophy of social entrepreneurship marketing techniques and hurdles and suggests realistic lessons for the growth of social enterprise management and marketing strategy.

Literature review

The field where entrepreneurs adapt their actions to be specifically active in the core purpose of generating social impact is social entrepreneurship. Social entrepreneurship has been an increasingly significant global urban movement in recent decades. Social entrepreneurs aim, while maintaining their profits, to generate social benefit. The everyday operations of SE are also limited by restricted funding and reliance on donations. SE businesses must carry out marketing practises, i.e. planning, selling and informing clients with goods and service proposals. (Islam et al., 2021).

For business owners, marketing is an important priority task and is also used in an organisation as an underlying act. Marketing decisions decide the activities, alternatives or habits in marketing that firms need to accomplish on the market. For a corporation to succeed, the various levels and goals of marketing must be involved. Finding and distinguishing audiences, knowing their motivations for purchasing and developing recommendations are critical marketing segments. Seen in social marketing as a simple example. Not only for profit-making corporations but also civil society organisations, marketing is an important feature. For SE enterprises, marketing may serve two significant functions. (Zheng, Zhao, & Stylianou, 2013). First and foremost is the development and distribution to disadvantaged beneficiaries and societies of social importance. Many scholars have realised that by leveraging marketing tools, marketing can help social entrepreneurs produce social capital. The second task is to maintain, in a business sense, practises and activities. In the literature, there are multiple concepts of marketing. This research adopts the definition that marketing for different stakeholders and community seeks to produce productive value. To achieve financial security, SEs must perform appropriately in the industry. (Islam et al., 2021).

Existing literature by non-profit organisations on marketing strategies indicates, though, that marketing is still undervalued. Three principles that could discourage the implementation of marketing strategies in a non-profit agency were evaluated by Modi and Mishra. Marketing is a waste of money that is impenetrable and misleading, these principles suggest. These principles will contribute to marketing tactics being ignored by NPOs and social companies. (Liu, 2015). By adopting more market-oriented styles, scholars have explored the need for non-profit organisations to fix these vulnerabilities. To meet their clients and educate them of the goods, programmes or ideas they provide, non-profit organisations often require marketing. They also argued that in the pricing, product creation, contact and delivery of this form of NPO, marketing plays a key role. Research has shown that it is critical for non-profit organisations to realise the importance of marketing, given the demand from local authorities to produce meaningful outcomes and accelerate growth. In an intensely competitive environment, to separate themselves in a practical environment, non-businesses must be successful in marketing. (El-Gohary, 2012).

Therefore, the study of SE marketing techniques is of considerable practical and scholarly significance. In securing the capital needed to take advantage of business opportunities, social enterprises play a significant role, even in industries with minimal resources. In previous studies, an investigative qualitative analysis was performed to examine the gaps between selling firms and SE companies’ marketing. The survey revealed that SE businesses in the UK are interested in selling strategies for entrepreneurs. (Srivetbodee, Igel, & Kraisornsuthasinee, 2017). Another analysis of SE was performed using a quantitative approach in Japan and the United Kingdom. The writers have analysed the impact of marketing capacity on the monetary and social efficiency of society. They concluded that using marketing strategies had a constructive influence on economic and social results, so they recommended that SEs carefully chose promotional possibilities. SE was hesitant to consider publicity as an essential part of the organisation. Their review found that this resistance was relative since it was believed that marketing only leads to the economic logic of a business and would lead to some degradation in the production of social capital. In the SE sense, however, the emphasis has been on practices for social improvement or their styles and characteristics; both SE and marketing have been discussed in the literature. Just part of the literature was on the practical activity of SE. (Islam et al., 2021; Zheng, 2013).

Research design

Research method

To research the phenomenon of concern, we used a socio-constructive perspective. In social constructivism, through engagement, knowledge and action, people build reality. Social constructionism claims that individuals establish social realities by constructing the cognitive sense of their interactions, as opposed to positivism, which leads scholars to distinguish social agents from social bodies. In their environment, managers and workers at SE analyse and assess socio-economic phenomena and visualise the future opportunities for social growth. (Onyesolo et al, 2013). Management and marketing decisions within SE are focused not just on new scenarios but also on the decisions and actions of managers and workers who, before making a final evaluation, mentally process knowledge and opinions about their environment. Decisions on particular marketing campaigns can rely on how SE executives and staff perceive their corporate climate and market dynamics, which may vary between executives and staff in various SE companies. From their perceptions in circumstances that range from person to person, individuals gain perspectives. In comparison to the positivist mindset that sees reality as universal, the reality is thus deemed special. The researcher must also consider the meaning of social interventions from SE managers and workers.

Data collection

A semi-structured interview style would be a perfect fit; the main reason behind this is that an easy way would be developed to understand how the specific phenomena have happened. Open-end questions are to be applied as it is a qualitative study. The social constructivist nature of the study would help the respondents to answer in their own words.  


The latest marketing and SE literature are complemented by this report. The fact that the takeover of marketing operations is motivated by several factors was justified. In particular, research on the TOE system is being carried out to explore problems about the acceptance of marketing practises in the sense of the organisation of SE organisations. It will investigate the key applications and obstacles to SE marketing. A list of advantages and challenges will be listed in this report. (Islam et al., 2021). The creation of a strategic structure for SE businesses to use marketing as a business alternative is the key outcome of this study. This research would also increase awareness of the diverse problems influencing the decision about whether to consider marketing solutions in social business environments.

Not only SE firms but also other companies, like major organisations, that are dealing with the same issue and intend to carry out marketing activities will benefit from the findings of this study.


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Powell, M., & Osborne, S. P. (2015). Can marketing contribute to sustainable social enterprise? Social Enterprise Journal.

Srivetbodee, S., Igel, B., & Kraisornsuthasinee, S. (2017). Creating social value through social enterprise marketing: case studies from Thailand’s food-focused social entrepreneurs. Journal of Social Entrepreneurship8(2), 201-224.

Zheng, Y., Zhao, K., & Stylianou, A. (2013). The impacts of information quality and system quality on users’ continuance intention in information-exchange virtual communities: An empirical investigation. Decision Support Systems56, 513-524.

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