2022 SAIS (Extended Abstract)

Social marketing is an important concept that influences the behaviour of individuals and changes their habits, based on evidence and marketing campaigns targeting people in order to raise awareness and improve the course of their behaviour for the better. This study aims to clarify the impact of social marketing on the behaviour of the Emirati citizen in light of the events of the spread of the Corona virus, based on the study and comparison of previous scientific studies that showed that social marketing influences the behaviour of individuals. Through the extent of benefit from marketing campaigns, and in light of the spread of this epidemic, there are some habits that the Emirati citizen needs to modify. The study recommended decision makers in UAE to employ social marketing in all its dimensions to influence the behaviour of the Emirati citizen to adhere to the new instructions that reduce the risk of the spread of this deadly disease and to dispense with some traditional behaviours that contradict the recommendations of the World Health Organization regarding the behaviour of individuals with each other, relying on broadcasting Social marketing campaigns that combine traditional and modern methods to include all segments of Emirati society.