Strategic Partnerships in Social Marketing: A Qualitative Study of NGOs-Company Collaborations in Practices for Child Welfare in Türkiye
Strategic Partnerships in Social Marketing: A Qualitative Study of NGOs-Company Collaborations in Practices for Child Welfare in Türkiye

Summary/Abstract: This study examines social marketing practices conducted in the field of child welfare and aims to understand the factors influencing the participation of nongovernmental organizations (NGOs) in these practices and the associated benefits and challenges within the Turkish context. Social marketing practices in Türkiye are often carried out in areas that intersect with corporate social responsibility (CSR) practices, particularly in the context of cooperation between non-governmental organizations (NGOs) and companies. In this sense, the study evaluates social marketing strategies and practices that aim to produce social benefits through voluntary behavior change, rather than simply creating visibility for a social problem or enhancing the corporate image. Using a qualitative descriptive design method, in-depth interviews were conducted with 17 NGO managers who had participated in social marketing practices focused on child welfare. The findings reveal that company-NGO collaborations provide operational convenience, financial resources, and visibility to NGOs, while supporting corporate reputation and conferring social legitimacy to companies. However, in addition to mutual benefits, these collaborations sometimes create power asymmetries and lead to ethical and structural problems such as the instrumentalization of children and mission drift. The study argues that social marketing practices should be designed in line with ethical principles and shared goals in order to be sustainable and have a social impact.

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