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A Macromarketing Prescription for Covid-19: Solidarity and Care Ethics

Hyman, Michael R.; Shabbir, Haseeb A.; Hyman, Mike; Kostyk, Alena

Authors

Michael R. Hyman

Haseeb A. Shabbir

Mike Hyman

Alena Kostyk



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.

Citation

Hyman, M. R., Shabbir, H. A., Hyman, M., & Kostyk, A. (in press). A Macromarketing Prescription for Covid-19: Solidarity and Care Ethics. Journal of Macromarketing, https://doi.org/10.1177/02761467211001544

Journal Article Type Article
Acceptance Date Feb 19, 2021
Online Publication Date Mar 17, 2021
Deposit Date Mar 10, 2021
Publicly Available Date Mar 28, 2024
Journal Journal of Macromarketing
Print ISSN 0276-1467
Electronic ISSN 1552-6534
Publisher SAGE Publications
Peer Reviewed Peer Reviewed
DOI https://doi.org/10.1177/02761467211001544
Keywords Social solidarity; Care ethics; Phronetic marketing; Public policy; Pandemic responses
Public URL https://hull-repository.worktribe.com/output/3738752

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Copyright © 2021 SAGE Publications





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