TEORÍA Y PRAXIS No. 30, Enero-Mayo 2017

Study of the inuence of

commitment in social marketing:

the case of “Coordinadora de lucha

contra la droga, barrio vivo”

María José Foncubierta Rodríguez

Rafael Ravina Ripoll

Araceli Galiano Coronil

Recibido en 25 agosto de 2016, aceptado en 11 noviembre de 2016

Abstract

In this paper a theoretical model of sustainable behavior is developed.

Through this theoretical model, that we have called Commitment Model

Applied to Social Marketing, we propose to establish a relation between

the use of social marketing strategies from an integrative perspective and

the consumer engagement or commitment. The methodology used has

been a literature review about some of the most important social mar-

keting and engagement theories. To explain how to apply the model we

have used the case method, through the study of the non prot organiza-

tion: “Coordinadora de Lucha contra la Droga, Barrio Vivo” (“Coordinator

for Combating Drugs, Living Neighborhood”), in Algeciras, a city in the of

South-East of the province of Cádiz, in the area denominated Campo de

Gibraltar. This area has experienced a dramatic amount of drug consump-

tion by a signicant part of its youth population, facilitated by its geo-

graphical proximity to North Africa.

Keywords

Social Marketing, Commitment, non prot organizations, Relational Mar-

keting, Campo de Gibraltar.

1. University of Cádiz, mariajose.foncubierta@uca.es

2. University of Cádiz, rafael.ravina@uca.es

3. University of Cádiz, araceli.galiano@uca.es

ISSN 1994-733X, Editorial Universidad Don Bosco, año 15, No.30, Enero-Mayo de 2017, p.25-50

Study of the inuence of commitment in social marketing: the case of “Coordinadora de lucha contra la droga,

barrio vivo”. María José Foncubierta Rodríguez, Rafael Ravina Ripoll, Araceli Galiano Coronil.

Estudio de la inuencia del compromiso en el marketing social: el

caso de la “Coordinadora de Lucha contra la Droga, Barrio Vivo”

Resumen

En este trabajo se desarrolla un modelo teórico de un comportamiento

sostenible. A través de este modelo teórico, que hemos denominado Com-

promiso Modelo Aplicado a la Mercadotecnia Social, se propone establecer

una relación entre el uso de las estrategias de marketing social desde

una perspectiva integradora y el compromiso de los consumidores. La

metodología utilizada ha sido una revisión de la literatura acerca de algu-

nas de las teorías más importantes de marketing y de compromiso social.

Para explicar cómo aplicar el modelo se ha utilizado el método de caso,

a partir del estudio de una organización sin ánimo de lucro: la “Coordi-

nadora de Lucha Contra la Droga, Barrio Vivo”, en Algeciras, una ciudad

en el sudeste de la provincia de Cádiz, en la zona denominada Campo de

Gibraltar, en España. Esta área ha experimentado un aumento dramático

del consumo de drogas por una parte signicativa de su población juvenil,

facilitado por su proximidad geográca al norte de África

Palabras clave

Marketing social, compromiso, organizaciones sin ánimo de lucro,

marketing relacional, Campo de Gibraltar

1. Conceptual Framework

Relationships between relationship marketing, social engagement and

marketing

More than 1,000 million people still live in extreme poverty, a situation that

is morally unacceptable considering the resources and technology available

today. At the same time, increasing inequality and social exclusion seems to

be one of the most important effects of the current socio-economic crisis. The

effects of this crisis have been of particular concern in the Spanish society. The

precarious living conditions of large segments of the population increases, due

to the sustained impact of the crisis. This impact is seen primarily in the high

unemployment rate of around 25.98% in the second quarter of 2013 and the

following data.

• In 2013 the risk of poverty rate stood at 21.6% of the resident population in

Spain. 16.9% of Spanish households are unable to make ends in 2013.Mean-

while, 40.9% of households not able to handle unforeseen expenses.

• In 2013 the indicator Arope

risk of poverty or social exclusion stands at

28.0% of the resident population in Spain.

4. The indicator Arope risk of poverty or social exclusion is a new aggregate indicator that combines

three concepts: the risk of poverty, lack material and low intensity employment.

TEORÍA Y PRAXIS No. 30, Enero-Mayo 2017

These effects have led to an important part of our society living with difcul-

ties. The number of people who previously were already at a certain vulner-

ability has been accentuated its precariousness while many others had never

thought of encountering a lack of resources, have been forced to turn to non-

prot institutions. This has led, in recent years, to the creation of numerous

associations, institutions, organizations, foundations, and use different sources

of funding, but with one common denominator: their nature being nonprot.

These groups of entities belonging to the third sector.

Similarly, there is also a growing interest in political advertising (campaign) or

social advertising, developed by institutions and NGOs is another line of action

today is becoming increasingly important (Baker, Roger and Sopory , 1992, Rice

and Atkin 1996). However, NPOs have practiced marketing activities for some

time. It may not be through a planned strategy, but intuitively or implied they

have been doing some practice-related marketing (advertising, personal selling,

public awareness campaigns,...). Therefore, the classical model of the 4-Mix

Marketing P’so also applies to Nonprot Marketing, although sometimes only

communication variable and, more specically, advertising becomes apparent.

As discussed in the introduction, it would be necessary for organizations to

incorporate the tools of the 4Ps of marketing in an integrated plan to act on

the different stakeholders of the organization such as public institutions, enter-

prises, voluntary or public opinion. According to Antonio Leal, social marketing

and social advertising confuse, as it is considered that one, of what is real and

fundamentally, is to introduce the so-called “social communication techniques”

to achieve behavior change in individuals, and for this the most common way is

to use ads that excited. However, social marketing is much more than that and,

moreover, is something different: it aims to achieve behavior change process,

but by applying a range of strategies and techniques. In this sense it is impor-

tant to consider one of the most important marketing trends of recent times,

the Relational Marketing. Relationship marketing can be dened as the set of

“all marketing activities directed to establish, develop and maintain successful

trade-based relations” (Morgan and Hunt 1994). The conceptual background of

relationship marketing is located in the studies developed by:

1. The Nordic School in the eld of services marketing and industrial marketing.

Several works of this school have questioned the traditional transactional

view advocating a long-term relationship (Gummesson, 1996) or continuous

(Grönroos, 1995). We must take into account the expectations of the future

exchange face parts.

2. The contributions of the IMP Group (Industrial Marketing and Purchasing

Group) that from a network perspective and interaction between them is

intended to explain the industrial businesses, recognizing the existence of a

global competition between networks and groups of companies.

Study of the inuence of commitment in social marketing: the case of “Coordinadora de lucha contra la droga,

barrio vivo”. María José Foncubierta Rodríguez, Rafael Ravina Ripoll, Araceli Galiano Coronil.

Domegan (2008) went so far as to assert that social marketing puts the individual

behavior change on center stage of the process, and coordinates an extensive

network of relationships and partnerships across society to achieve its objectives,

which is related to relationship marketing, e-marketing (and internet marketing)

or network marketing (network marketing). But the current marketing goes far

beyond a simple connection between the various stakeholders, that connection is

to be effective, get loyalty and involvement of the group or individual or entity.

So an interesting aspect to investigate the factors of success of the relational

exchanges. In this regard, two of the keys to success in getting maintain customer

relationships with the organizations are trust and commitment.

Trust is a widely used in the eld buyer seller concept but it is useful to

distinguish between several similar concepts. Seligman (1997) distinguishes the

condence of security, faith or familiarity. He points out that trust is necessary

for the functioning of society and ensuring the fulllment of the promises, and

maintaining the same promise is a bond of trust. He argues that trust in people

is different from trust in systems and argues that trust in such systems depends

on trust in the promoters. In this sense, states that it is more appropriate to

speak of the security institutions of trust, as it is less demanding. According

to the above statement, can it be said that there is a security relationship

with NPOs rather than a relationship of trust, and if so how can you ensure

that the company has condence in these organizations? We can be sure that a

company does the right thing by social or legal pressure without giving our trust.

Condence however, when present, resolves doubts about the other hand, is a

concept related to interpersonal relationships. Trust is neither faith nor safety

while mistrust can not be equated with a lack of security. We do not speak

properly when we say that we have condence in the other party, organization,

product or brand when what is meant is that we have a basis for assurance that

our expectations will be positive. The sense of solidarity leads sometimes to

accept unequal exchanges, and believe that things will be offset over time.

When there is a feeling, nostalgia or positive emotion attached to the bases

of trust feel loyalty. Do not confuse the habit loyalty and such loyalty is not

the fact that we buy a brand. What is important for companies to recognize

what violations of the rules of equity undermine condence and destroy loyalty.

Even if organizations follow rules of equality with clients but not with other

stakeholders, there may be a backlash from customers, which affect the overall

image of the company.

In regards to the relationship between trust and communication on the one

hand some authors, Mohr and Nevin (1990) argue that trust and communication

causes on the other hand other authors argue that communication builds trust,

Morgan and Hunt (1994 ). This refers to cooperation between companies, so the

question is whether there is the same conclusion cooperation between people

and the organization.

TEORÍA Y PRAXIS No. 30, Enero-Mayo 2017

Some more used to measure variables are benevolence trust and credibility and

benevolence, so that there is condence in the degree to which a part of the

relationship think your partner is honest and benevolent, Ganesan (1994):

• Compassion: reects the degree to which one partcree the other has chari-

table intentions or motivations when new conditions arise for which there

was no compromise.

• Credibility: reects the extent to which a party believes that has the expe-

rience necessary to perform their work effectively and reliably.

In relation to the commitment, Morgan and Hunt (1994) dene it as the “belief

that the fellow continued relationship with the other party is so important that

it deserves every effort to keep”, which summarizes in one sentence the idea

essence of what you want to convey with commitment. Another denition would

be “attitude as the link between an organization and an individual,” according

to Morris and Sherman (1981).

Some authors consider that the commitment has three main components, Gund-

lach, Achrol and Mentzer (1995):

• Commitment inputs: refers to the performance of specic investments in

the relationship, which can not be reused in the same way in another rela-

tionship.

• Affective Commitment: attitude of the parties to develop a long-term sta-

ble relationship.

• Formed by affective, psychological attachment, loyalty, identication, af-

liation, shared values and intention of futures intentions.

• Time commitment: commitment only makes sense in the long run.

Also these two authors analyze two dimensions of commitment: credibility, re-

ferring to the magnitude of the commitment of both parties, as the pledges of

both parties together and proportionality, measured as the difference between

active and engaged by each party to exchange resources. Two of the most stud-

ied variables in the eld of relationship marketing are communication and co-

operation, which are part of the Commitment-Trust Theory proposed by Morgan

and Hunt (1994) these two variables may have a direct effect on commitment

and trust. From this statement it might raise the question: is there the same

effect regarding non-prot organizations by the opinion of society?

Gremler and Brown (1998) propose a theoretical framework of adapted loyalty

to service rms analyzing its antecedents, components and ndings. These au-

thors propose four antecedents to loyalty service, including two particularly

interesting ones for relations between persons and non-prot organizations:

the impersonal ties and interpersonal relationships. In particular, Gremler and

Brown (1998) point out that due to the characteristics possessed by service pro-

viders they have the ability to build links with customers, links are less likely to

exist in the case of brand loyalty of tangible goods.

Study of the inuence of commitment in social marketing: the case of “Coordinadora de lucha contra la droga,

barrio vivo”. María José Foncubierta Rodríguez, Rafael Ravina Ripoll, Araceli Galiano Coronil.

In services interpersonal interaction between employees and customers be-

comes an additional component to the product offered valuable interpersonal

bonds and denes these as “the degree to which a customer perceives having

a relationship, sociable with one or more employees’ service provider”. Inter-

personal relationships may exist in varying degrees at one end would be an

impersonal relationship where the client would not have found or never com-

municated directly with an employee. At the other end the client could have

a very close relationship with one or more employees of the service provider.

In the case of non-prot organizations there could be two cases, giving a one

time only nancial donation or continuously making a nancial donation, or the

person who works closely with the organization, including volunteers.

Although in most cases relationships would fall somewhere between the two

extremes, in the case of NPOs it is precisely given a particular case on one side

only donors who made nancial contributions and volunteers across although

it would be the employees of the organization is precisely those who have to

interact with other people (customers) and get your feedback, ie, that in turn

become volunteers (occasional or regular). Gremler and Brown (1998) suggest

that interpersonal ties include customer feelings of familiarity, comfort, friend-

ship and trust. The degree to which the customer perceives that there are such

links could depend on if the employee expresses a concern to the customer

care, customer recognizes and expresses sympathy. Another question arising

from the above statement regarding NPOs would be how marketing could be

used by these organizations to get that interpersonal relationship with custom-

ers, and these potential volunteers. Loyal customers can create value for the

company through positive word of mouth, of citizens behaviors volunteers and

advising other clients.

The commitment applied to social marketing

In the eld of social marketing model highlights the Social Marketing and Com-

munity Engagement Model Frank which we believe are more related to the topic

at hand.

Doug McKenzie-Mohr and William Smith propose a new approach to social mar-

keting called “community-based social marketing” Community social market-

ing. This approach is based on: identifying barriers and benets of sustainable

behavior, designing a strategy that uses instruments left lead to the acquisition

or increase of commitment.

In this, the important thing is personal contact with members of the commu-

nity and the removal of obstacles, ie; barriers to the implementation of the

measures implemented and the most viable long-term behaviors. Regarding the

involvement include the following conclusions:

• There is a greater commitment from the people who are more willing to

cooperate in surveys or interviews longer if initially they have been asked

to help in a small survey or to answer only a few questions

TEORÍA Y PRAXIS No. 30, Enero-Mayo 2017

• The written commitments are more effective than verbal.

• Referring to the written agreement, it is more effective if public.

• Group commitments are also effective especially when there is a good

group cohesion.

• When a person makes a commitment, ask him to ask other people to do

similar behavior.

• The commitments do not work if the person in question feels pressured.

• The commitment will be more effective if we combine several instruments,

for example by using the so-called “promts” dened as an auditory or visual

signal that helps to remember that we must carry out an activity that

otherwise would forget, we would do as follows:

- Make signicant signal

- The signal should be self-explanatory. Through text or graphics is to sim-

ply explain what should be done.

- Position the signal at the appropriate place and time

- Use the signal to promote positive behavior rather than negative

behaviors to avoid

- Combine with commitment techniques and standards.

Many companies, as Kotler (2003) explains see cause marketing as “an oppor-

tunity to enhance their corporate reputation, raise brand awareness, increase

customer loyalty, drive sales and increase press coverage.”

In this sense, Morley (2002) suggests that corporate reputation is based on the

following: public affairs, philanthropy, employee relations, community and in-

vestors, sponsorship, and media relations. Today more and more companies

realize that nding ways to be more socially responsible can help inuence your

image (reputation) Corporate. At this point, Van Riel (1995) denes “corpo-

rate image” as the picture that people have of a company, and “through which

people describe, remember it, and refers to it” (Dowling, 1986).

In this sense, under increasing pressure from non-governmental organizations

(NGOs), consumer groups and from now also, investors, companies and business

sectors are increasingly adopting codes of conduct terms of working conditions,

human rights and environmental protection, mainly targeting its subcontrac-

tors and suppliers. Surveys show that consumers not only want to buy safe and

quality products, but also have the knowledge that have been developed in a

responsible manner from the point of view. In recent years, investors have con-

sidered socially responsible investment in social and environmental matters is

a reliable indicator of good internal and external management. Thus, socially

responsible practices open an avenue for reconciling social development with

improved competitiveness.

However, in the case of ONL CSR has a different connotation. Nonprots born

about values, which are present throughout the organization, and in many cases

Study of the inuence of commitment in social marketing: the case of “Coordinadora de lucha contra la droga,

barrio vivo”. María José Foncubierta Rodríguez, Rafael Ravina Ripoll, Araceli Galiano Coronil.

are the very cause of birth and it is organizations created to promote them.

These values are also in social responsibility, as seen in the above denition

therefore be thought that NPOs are socially responsible per se and would not

need to worry anymore. However the opposite is precisely the current role and

as important activities for the society give priority to conduct a clear expecta-

tion of reciprocity collaborating stakeholders.

Therefore, the emphasis of the social responsibility of nonprots is on the way

to carry out the activity in accordance with their values. In short, it is, there-

fore, that the ‘way of doing’ of the organization is consistent with its “reason

for being”.

Although it has already been discussed above both the affective commitment

and trust, once again highlights the importance of motivation and emotion,

both involved in the demand for equity agreements between buyers and sellers.

Hence the note Frank model because it adds to knowledge about compromise a

very important aspect, emotion or affective component .Said component refers,

as Meyer and Allen (1991) the emotional ties that people forge with the organi-

zation, reects the emotional attachment to receive the satisfaction of needs

(especially psychological) and expectations, and enjoy your stay in the organi-

zation. Although this conclusion refers to people who belong to the organization

(organizational commitment) would be interesting to investigate whether you

can reach the same conclusion with people outside the organization but working

with it and share its values. According to Allen and Allen (1990) commitment is

the psychological state that binds the individual to an organization.

The Model of Emotional Commitment of Frank

Robert Frank (1988) is incorporated into the Rational Choice Theory of a vi-

sion more than the strictly selsh behavior. Their model focuses on emotions

and altruistic behavior in economic matters, and argues that the emotional

commitment about what is equitable causes equitable deals that are not to be

rejected. In what he calls the Model of Emotional Commitment Frank intends

to demonstrate how altruism can be as much as material reward for the indi-

vidual and for society. He considers his engagement model as a step towards a

theory of non-opportunistic behavior, saying the behavior that deviates from

the rational self-interest can usually be explained as emotional predispositions

that generate commitments to resolve dilemmas in a certain way. Thus, people

who feel guilty when they violate the law will be willing to not violate it (for

example illegal downloading of music) but rational calculation of self-interest

suggests otherwise. Frank argues that feelings and strong emotions are the im-

mediate causes of most behaviors.

This economist argues that who allow emotions to their lives instead of rational-

ity can make immediate sacrices, in order to improve their wellbeing in the

TEORÍA Y PRAXIS No. 30, Enero-Mayo 2017

long run. Moral Sentiments, Frank gives this name to emotions, are instruments

that have proved useful in solving problems, to make highly social creatures

have long term benets for your genes, derived from social relations. Therein

comes the concept and commitment problem.

The reection here is the fact that to achieve in long-term cooperation it is

required to avoid the temptation of short-term selshness, and convince others

that you are committed to follow such course. There goes the emotions; strange

to use emotions to make credible commitments and our expressions.

One of the criticisms of the Frank model is that if there is an emotional com-

mitment to ethical actions, why we need a material benet as additional rein-

forcement? Unless the model can be attached to the Rational Choice. It would

not provide any rational basis for altruism. Altruism can go against their own

benet and maximize utility. One explanation for this may be the social learning

process in which people learn what is expected of them.

It would therefore be important to investigate how emotions can inuence the

commitment from the point of view of social marketing. And in this sense it is

appropriate to take into account the contributions of Cialdini (1981) and its

proposal on relieving negative state, by claiming. The person help to alleviate

their own negative mood. And also according to Smith (1989) found the positive

impact that prosocial behavior has on the person who helps, who helps makes

you feel better, this is what is known as the empathic joy.

Chart 1: Conceptual framework

Study of the inuence of commitment in social marketing: the case of “Coordinadora de lucha contra la droga,

barrio vivo”. María José Foncubierta Rodríguez, Rafael Ravina Ripoll, Araceli Galiano Coronil.

Commitment Model Frank and the contributions made by the authors named in

the article on commitment and trust, this paper provides by those theoretical

model that could be applied in marketing professionals who want to make their

strategies effective. Although this model has been designed to be applied in the

eld of the third sector, one could expand its scope to any business that has

marketing activities. What is special about this model is that it also raises an in-

tegration of the strategies referred to in the 4P’s of marketing: product, price,

distribution and communication, not only focus on advertising campaigns. The

theoretical model discussed above is presented in the following graph:

Chart 2: Commitment Model applied to Social Marketing

Community based social marketing D. Mckenzie Mohr y W Smith 1995

With this model we intend to study how to use social marketing strategies in or-

der to predispose both volunteers of the organization as potential volunteers to

the commitment and condence to the organization and its values. This model

is intended to respond to the questions raised in this article:

• How should the marketing be used by these organizations to get that inter-

personal relationship with customers, and these potential volunteers?

• Can it be said that there is a security relationship with NPOs rather than a

relationship of trust, and if so, how can be achieved where the company

has condence in these organizations. Furthermore loyalty can be achieved

with commitment and condence. Volunteers of the organization have to

have her to their organization and volunteers, so that the latter are to be-

come volunteers of the organization, whether occasional or ongoing basis or

both. The following statements are reected in the research ndings have

been taken into account for the realization of this item:

TEORÍA Y PRAXIS No. 30, Enero-Mayo 2017

Communication, credibility, benevolence strengthen or has a direct relationship

with condence

• There is a direct relationship between personal ties and loyalty

• They have a relationship with commitment: identication, afliation,

shared values and future good intentions.

It would be interesting to see whether these assertions are true in the eld

of marketing of NPOs. These variables can be related to each other and could

check if these relationships affect the commitment and trust.

Some examples of how they can use the tools proposed by McKenzie-Mohr, D., &

Smith, W. (1999) for a greater commitment are reected in the following table.

Table 1: How to use Community Social Marketing tools

Signal Example

Make available

appropriate tools

If you send someone a water saving device and a brochure

changing the concept of themselves as collaborators

A public engagement the names of persons are published in the local newspaper,

is even more effective

A good group cohesion:

Friendship, shared

values.

a person in the community who is already participating in the

activity and promising to talk to others to help them start the

activity

Written communication Of the people who were asked to donate to a center for people

with disabilities, they did 92% of those previously signed a pe-

tition for the establishment of the center. But those who did

not sign the petition only performed 53% donation.

Source: own elaboration from McKenzie-Mohr, D., & Smith, W. (1999).

A Case Study: “Organization To Combat Drugs, Barrio Vivo”

In this assignment we have used a case study, which is one of the most common

research methods in the social sciences (Stake, 1981, Merriam, 1988, Yin, 1994).

We will use this case study as reference to one of the NGO’s greatest presence

in the Campo de Gibraltar: Organization to Combat Drugs Barrio Vivo.

Origin of the organization

The Organization to Combat Drugs Barrio Vivo is a non-prot organization which

was established in September 1990 in Algeciras. The purpose of creating was

the intention to support, coordinate and provide guidance to individuals and

families who were affected by the use of drugs. It was initiated in the early

eighties, a time when drug use in the Campo de Gibraltar area was increasing

at an alarming rate.

Study of the inuence of commitment in social marketing: the case of “Coordinadora de lucha contra la droga,

barrio vivo”. María José Foncubierta Rodríguez, Rafael Ravina Ripoll, Araceli Galiano Coronil.

The region is European Union Schengen border, and it is separated from Morocco

by just 20 miles. In the eighties drug spiraled, as a result of drug trafcking from

that country was a emerging source previously unknown. Many local people

looked on helplessly as their family and friends fells victim to drug addiction,

and in some cases loved ones were taken from them. As a result of this the

organization grew steadily and began to lay the foundation for what is now the

organization “Barrio Vivo”, an independent, voluntary run organization.

Our assignment, although based on a statistical study of questionnaires and

opinions expressed by the students is detailed elsewhere in this report is in-

tended to give an rough of what the NGO is, and what are its functions, its

aims, its work and its resources.

To do this, we have carried out an depth interview, to go beyond the mere sta-

tistical information and, to delve into the opinions and concerns of those who

were working on the ground. For her intense involvement in the work of “Barrio

Vivo” and her knowledge of the organization, we thought it appropriate that

the interviewee, Mrs. Carmela Diaz, the technical representative who is social

graduated and has worked for twenty years in the organization. Previously, she

was the owner and director of a tax and employment advising company.

In her own words, in a relaxed, open and honest interview, we have highlighted

some her main points, which we will discuss.

Lines of action

In the words of Ms. Diaz, the main aim in the beginning was the social awareness

and acknowledgment of the existence of people affected by drugs, especially

through education establishments and companies to make them aware of the

social reality in which they live, and for them to intervene in its prevention. At

the beginning they worked hard to help victims and families, but they realized

that it was not enough, and began to carry out drug prevention campaigns in

areas of the city, even to identify trafckers.

Currently, there are ve areas on which the lines of work of the organization are

based. Among them, the Prevention is the key. These lines are:

1. To promote and develop programs and measures necessary to prevent all

types of drug used and to prevent children and youth being socially ex-

cluded.

2. To help, treat and educate drug users to stop using and help to integrate

back into the community and workplace.

3. Training and promotion of voluntary workers, raising their awareness and

mobilizing different social workers for their involvement in society.

4. Care and promotion of community welfare, with special emphasis on those

most vulnerable populations in areas at risk of marginalization and social

exclusion.

TEORÍA Y PRAXIS No. 30, Enero-Mayo 2017

5. To develop programs and activities with international aid and development

cooperation with other countries on issues related to the social and cultural

objectives of the association. Generally, the Association will encourage,

promote and prioritize social assistance for the community.

All this can be summarized in three basic areas: intervention (attending to

affected people and their families), prevention and recruiting volunteers.

Specically, its main services are:

1. Social work

2. Psychological support for families of drug users.

3. Information and guidance services.

4. Fact-training talks.

Therefore, the bulk of its activities are directed to various areas of action:

• Activities for the families of affected people, as “Family Schools”

• Activities in the different areas of pre-school, primary and secondary

schools, to reinforce values in young people, their social skills and reafr-

mation of their identity, through workshops and playful or sports activities.

• Alliances with other similar associations, churches, neighborhood associa-

tions or youth associations.

Table 2: Briey discuss the main programs through which such activities are conducted

Lines of action Main programs

INTERVENTION

(To help affected

people by drug and

families)

PREVENTION

(“Teaching to avoid

cure”)

VOLUNTEER

RECRUITMENT

(transversal goal in

proceedings)

• Direct assistance to drug users, rst time users, and family

• Food Program “Solidarity Barter”. Providing food to needy

families. Collecting food in shopping centers, storage and

distribution to families. Collaborating with Caritas and similar

organizations

• Prevention Program in the neighborhood. Centered amongst

the youngest people, within the “Algeciras, smart entertainment

and leisure program” (National Drugs Program) It promotes

healthy alternatives among young people during the summer.

• Area Program. Aimed at schools and colleges in the area.

Prevention of drug use. Teaching on “safe sex” to prevent STDs.

• “Galatea” Program. To promote personal and social skills (self-

esteem, overcoming failure, discipline, teamwork, etc.). Among

schoolchildren to prevent drug use.

• “Street Handball” Kids Tournament. (XV edition, 2013).

Preventing drug consumption by encouraging sport as a means

of enhancing personal and social values (especially teamwork and

healthy life). Participants bring food and other items that give to

the needy.

• “Theatre for all” Program (VIII edition, 2013). Presentation

of plays by young and old people, as a way of promoting personal

and social skills.

TO CREATE A “SOLIDARITY SCHOOL “

Source: Campo de Gibraltar daily press news.

Study of the inuence of commitment in social marketing: the case of “Coordinadora de lucha contra la droga,

barrio vivo”. María José Foncubierta Rodríguez, Rafael Ravina Ripoll, Araceli Galiano Coronil.

Territorial area

Its area is the Gibraltar District, which can undertake any actions it deems nec-

essary for the preservation of its goals in the regional, national and internation-

al and it can integrate with other organizations in different geographical areas.

Finance

One of the main problems which the organization has is sourcing nance. For

many years it has received signicant amount of funding from government,

but due to economic crisis, these resources have been signicantly reduced or

in many cases lost. Also it is more difcult for these organizations to get funds.

As an example, we note that self-nancing system of the City Council of Algeci-

ras, called “one-box”, that is, all income which is collected can be used for any

purpose. This is an added problem because it frequently delays the allocation

of funds are received with considerable delay.

Currently, the main sources of funding are donations from partners, Junta de

Andalucía, the City Council, the County Council. The National Drug Plan, and

private companies which are increasing becoming more aware of social respon-

sibility policy.

Awareness in the community

There is no special awareness section in the organization, it falls upon the tech-

nical director and the volunteers to promote the awareness in the community.

Methodology

With the purpose stated in previous lines and once seen the theoretical content

and the model that shows interconnections between variables that inuence

the commitment and collaboration, the following hypotheses are proposed in

the eld of NGOs and in particular concerning the organization object of study

“Barrio Vivo”:

H1: Knowledge of NGO’s values conducive to collaboration H2: Students are

considered caring people

H3: Solidarity means closer cooperation

H4: The personal bonds encourage collaboration

To carry out the assignment rstly, we prepared a questionnaire (Appendix I)

to collect data on the thoughts and opinions of the university students in the

Business Administration and Management degree course at its headquarters in

Algeciras Bay Campus who were aged between 18 and 25 years old. Secondly, a

sample of this population was chosen. In total 110 individuals were interviewed.

Table 3 shows the technical le.

TEORÍA Y PRAXIS No. 30, Enero-Mayo 2017

Table 3: shows the technical le

Sample size

Sampling error

Time that the survey was conducted

Sampling procedure

110 valid surveys

With a statistical condence level of 95% and

P=Q, the margin of error is 8%

May 2014

Simple random sampling

The demographic characteristics of the individuals interviewed are shown in

Table 4

Table 4: Individuals interviewed

Demographics variables Sample percentage Center percentage

Sex: Male

Female

47.74%

52.26%

41,90%

58,10%

Age: between 18-25

years old

100% 100%

The questionnaire used for conducting the research is structured into four sec-

tions. The rst one is in relation to the demographics data of students, the

second is in relation to the amount of knowledge, which the young people have

about the reality of NGOs, the third questions their collaboration and how they

interact with NGO’s, if at all. And the nal fourth set of questions investigates

barriers and obstacles which prevent people from collaborating with NGO’s.

During the in-depth interview with the technical director of “Barrio Vivo”, Car-

mela Diaz, we also discussed in detail the results of the survey.

Results

Data analysis

In the survey most of the variables are qualitative, as they measure attitudes,

values, motivation, intent, knowledge or opinion about the concept. The quali-

tative variables measure a count of how many cases we have of each of the

possible categories (absolute frequencies) or a percent about how much each of

the categories represent within the set of possible ones (frequencies relative),

and is usually done a frequency diagram to reect these values graphically.

To analyze these variables, contingency tables are made and thus detect any re-

lationship between them. Then we proceeded to perform the chi-square, which

is a technique that nds objectively whether the sample obtained suggests a

signicant relationship between qualitative variables or whether, on the con-

trary, differences in proportions are attributable to random sampling and there

are not solid and reliable differences.

Study of the inuence of commitment in social marketing: the case of “Coordinadora de lucha contra la droga,

barrio vivo”. María José Foncubierta Rodríguez, Rafael Ravina Ripoll, Araceli Galiano Coronil.

Main results obtained

According to the analysis, it is noteworthy the 88% of the people surveyed claim

to know some NGOs, especially the international ones, a similar percentage

and a very high one 87% said they do not collaborate with any of them. This is

represented on Charts 3 and 4 show:

Charts 3 and 4: Level of knowledge of NGOs, international and local

The better organizations are shown in the Chart 5. It highlights the fact that

local organizations are hardly known, and the NGO “Barrio Vivo” is included in

this group with just a rate of 4%.

Chart 5: NGO’s best known

The analysis of the association between both variables, whether the collabora-

tion depends or not on the knowledge we have about the NGO is presented in

table 5. There was no statistically signicant difference between them as it is

demonstrated (p=0.324).

TEORÍA Y PRAXIS No. 30, Enero-Mayo 2017

Table 5: Degree of relationship between the variables knowledge and collaboration

Pruebas de chi-cuadrado

Valor gl

Sig. asintótica

(bilateral)

Sig. exacta

(bilateral)

Sig. exacta

(unilateral)

Chi-cuadrado de Pearson

Corrección pa or continuidad

Razón de verosimilitudes

Estadístico exacto de Fisher

Asociación lineal por lineal

N de casos válidos

,972

,499

,925

,963

110

,324

,480

,336

,326

,402 ,236

a. Calculado sólo para una tabla de 2x2.

b. 0 casillas (,0%) tienen una frecuencia esperada inferior a 5. La frecuencia

mínima esperada es 5,24.

Regarding H2 we can conclude that students are caring people themselves

(Chart 6), but as the following graph highlights the fact that despite this, they

don’t collaborate with NGO’s (Cchart 7).

Chart 6: Students collaboration

Chart 7:

Study of the inuence of commitment in social marketing: the case of “Coordinadora de lucha contra la droga,

barrio vivo”. María José Foncubierta Rodríguez, Rafael Ravina Ripoll, Araceli Galiano Coronil.

To check whether there is indeed signicant differences between both variables,

the chi- square test shows that there is no relation between solidarity and

collaboration, the result being 0.167 (Table 6).

Table 6: Degree of relationship between variables solidarity and collaboration

Valor gl

Sig. asintótica

(bilateral)

Chi-cuadrado de Pearson

Razón de verosimilitudes

Asociación lineal por lineal

No. de casos válidos

3,585(a)

4,475

1,605

109

,167

,107

,205

Between the genders there is no difference in collaboration with NGO’s, as also

indicated in the chi-square test, with signicance level> 0.256 (chart 8 and

table 7)

Chart 8: Relationship between gender and collaboration

Table 7: Degree of relationship between the gender and collaboration

Valor gl

Sig. asintótica

(bilateral)

Sig. exacta

(bilateral)

Sig. exacta

(unilateral)

Chi-cuadrado de Pearson

Corrección pa or continuidad (a)

Razón de verosimilitudes

Estadístico exacto de Fisher

No. de casos válidos

1,289(b)

,818

1,302

111

,256

,366

,254

,356 ,183

In relation to personal commitment, nearly 80% of the interviewees have agreed

to help the needy as a motivation factor. However, if we compare these moti-

TEORÍA Y PRAXIS No. 30, Enero-Mayo 2017

vations between the genders, men expressed a preference for belonging to a

group and feeling good about themselves, while women are mainly motivated

by helping the needy (Charts 9, 10). Looking back to the chi-square test/result,

it shows that gender is not relevant as a motivation factor in helping the needy

(g=0.062) (table 8).

Chart 9: Motivations to collaborate with NGOs

Chart 10: Motivations to collaborate with NGOs, by gender

Table 8: Degree of relationship between gender and collaboration

Pruebas de chi-cuadrado

Valor gl

Sig. asintótica

(bilateral)

Chi-cuadrado de Pearson

Razón de verosimilitudes

N de casos válidos

7,332

8,347

109

,062

,039

a. 4 casillas (50.0%) tienen una frecuencia esperada inferior a 5.

La frecuencia mínima esperada es ,95

Study of the inuence of commitment in social marketing: the case of “Coordinadora de lucha contra la droga,

barrio vivo”. María José Foncubierta Rodríguez, Rafael Ravina Ripoll, Araceli Galiano Coronil.

The relation to the method of collaboration and considering the general lack

of nance resources amongst of young people, the most common method of

collaboration is through the delivery of food (Chart 11).

Chart 11: Forms of collaboration with NGOs

Another point to note is the way by which the students were familiar with

NGOs. Tv is the biggest inuence with 70%, followed in second place by “word

of mouth” and social networks, which represented only 4% (Figures 12 and 13).

According to results of the survey on the lack of collaboration, it reveals that

generally there is lack of information, including a lack of information in relation

to working with NGOs, simply not knowing when and where events are taking

place or simply just not having a bank account.

Chart 12: Knowledge Media NGOs

TEORÍA Y PRAXIS No. 30, Enero-Mayo 2017

Chart 13: Advertising Effectiveness for collaboration with NGOs

Finally, we consider the barriers that deter students from collaborating with

NGOs. As discussed in the theoretical framework, according to the theory of

McKenzie (1999), it is important to identify the barriers and benets of sustain-

able behavior, when designing a strategy that uses instruments leading to the

acquisition or increase of commitment. In addition to the lack of motivation

there is also the lack of time and information, and the fourth factor is the lack

of income (Chart 14).

Chart 14: Barriers to Collaboration with NGOs

Study of the inuence of commitment in social marketing: the case of “Coordinadora de lucha contra la droga,

barrio vivo”. María José Foncubierta Rodríguez, Rafael Ravina Ripoll, Araceli Galiano Coronil.

Conclusions

Everything used in this research, is striking, and in agreement with the words

of the director for “Barrio Vivo”. The main barrier to collaboration which one

of the barriers to collaborate with the organization is the lack of motivation

and this is the most important point to take into consideration when planning

marketing strategies.

The most important motivation factor to collaborate with NGO’s is helping peo-

ple, not belonging to a group or feeling good about themselves. This means that

we would be keen to pursue this line of thinking and is an area which requires

greater research.

Taking this into consideration following questions may arise for future lines of

researching:

• It is true that marketing and media advertising is a major motivation factor

when deciding to collaborate with NGO’s?

• If they are effective, then, why does such a high percentage of respondents

not collaborate even if this is their intention?

TEORÍA Y PRAXIS No. 30, Enero-Mayo 2017

Related to personal bonds, this theory also argues that what matters is the per-

sonal contact with members of the community. However, the results show how

the sense of belonging or feeling good itself is not a sufcient motivation for

getting involved with the organization, is the act of helping others encourages

respondents to collaborate. Another point for future research would be whether

there is any relationship between these two concepts, helping behavior and

feeling good about yourself.

In the words of the director for “Barrio Vivo”, one of the reasons for lack of

motivation might be the lack of awareness of the reality in which we live. Young

people perceive the situation in the media as something distant that does not

affect them, and they don’t know what exists in their own environment.

In relation to marketing activities, the organization “Barrio Vivo” has no budget

to employ the professional services. In this regard, the activities are performed

by volunteers and by the director of the organization. In the past it had signed

cooperation agreements with the City Council, but due to the economic crisis

there are fewer public funds for social causes, so the nancial resources for the

NGOs have been declining signicantly, especially in the last 5 years.

In its education the program organization main focus is at primary and Second-

ary school levels it doesn’t cover the 3rd level. In our opinion it should as this is

a huge area for recruiting volunteers. In the words of Ms. Diaz “services should

be demanded by the 3rd level institutions. Third level students are a very im-

portant and large target audience which should receive more attention as a

substantial potential for future volunteers and donors.

Finally, and in relation to the media, the technical director of “Barrio Vivo” ex-

plains that an extensive campaign which takes place in the media is limited to

a local level. Media, on the other hand, are very receptive to the organization,

for its intense labour in the prevention and intervention into a situation which

is a real problem in the country at this time. Maybe they should publicize the

organization’s work in the widespread media, provincial or regional, allowing

them greater publicity.

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Annex I

Questionarie For Students

1. Do you know any international, national or local NGO’s? Yes/No

2. Would you please identify which ones?

3. Are you involved with NGO’s?

• A lot

• Not enough

• Nothing

4. Which is your motivation to collaborate with NGO’s?

• Help the needy

• To belong to a social group

• To feel good myself

• Others

5. How do you prefer to collaborate:

• Sponsor

• Money

• Food

• Volunteer

6. How did you know the NGO?

• TV

• Wourd of mouth

• Radio

• Press

• Social Media

• Family Tradition

7. Which are the barriers to deter you from collaborating with NGOs?

• Lack of income

• Lack of time

• Unknown

• Distrust

• Little information

• Lack of motivation