Author(s): László JÓZSA, Róbert NAGY, Szilvia Valéria MÓDOSNÉ SZALAI

Title: A TÁRSADALMI MARKETING JÖVŐJE: TRENDEK, TECHNOLÓGIÁK ÉS TÁRSADALMI FELELŐSSÉG

Source: Š. Gubo, E. Kahler Korcsmáros, Sz. Svitek, J. Tóth (eds.): 17th International Scientific Conference of J. Selye University. Sessions of the Faculty of Economics and Informatics. Conference Proceedings

ISBN: 978-80-8122-538-3

DOI: https://doi.org/10.36007/5383.2026.200

Publisher: J. Selye University, Komárno, Slovakia

PY, pages: 2025, 200-220

Published on-line: 2026

Language: hu

Abstract: Social marketing in the 21st century goes beyond its traditional informative role and actively shapes public attitudes. Digital transformation, generational shifts, and global challenges—such as AI regulation and climate change—introduce new topics requiring credible and sensitive communication. This study examines Hungarians’ attitudes toward future social marketing campaigns, focusing on topic choice, communication tools, and audience preferences. Survey results allowed comparisons of message sensitivity and channel use across gender, age, and settlement type. Findings reveal that effectiveness depends on understanding diverse perceptions and digital openness. Involving younger generations, leveraging visual digital tools, and credibly addressing sensitive issues like mental health and ethics are essential. The research contributes to developing future-oriented and inclusive social marketing strategies..

Keywords: social marketing; digital communication; artificial intelligence; generations; attitude formation; topic selection; channel use

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