Adoption of Social Marketing Techniques by Libyan Telecommunications Companies in Light of the Drug Awareness Campaign: An Analytical and Evaluative Study

Abstract

This study aims to assess the extent to which Libyan telecommunications companies (Libyan and Almada) adopt social marketing techniques as part of their corporate social responsibility within the framework of drug awareness campaigns. The research employed a descriptive-analytical approach, distributing an electronic questionnaire to a sample of 532 subscribers. The questionnaire comprised 21 items distributed across seven main axes to measure the application of social marketing techniques.

The results revealed an unbalanced application of these techniques; message targeting techniques received the highest ratings with a mean score of 3.91, while techniques for engaging other groups received the lowest ratings with a mean score of 2.32. Statistical analysis revealed statistically significant differences in campaign evaluations based on gender (favoring males) and age group (with the 18-24 age group receiving the lowest ratings). The study concluded that telecommunications companies follow an approach that prioritizes public relations over genuine investment in community-based solutions. The study recommends that companies shift from charitable marketing to strategic social marketing, establish effective partnerships with specialized organizations, and design targeted content that effectively reaches young people.