Marketing and music: the construction of a relationship framework from research, development and innovation based on a social approach

Abstract

In today's globalized world, processes of cultural development, consumerism, misinformation, high competitive demand and lack of empathy, lead to campaigns that motivate the generation of uncertainty about social problems; Therefore, the present investigation serves as a sign to highlight the connection between music and social marketing and its improvement or, failing that, take the role as the main ferment both in the approach to music for social consumption, creating harmful habits for lackluster and unconscious audiences. in its role as a consumer, as in the one used in the commercialization of operations to increase profits and prosperity at the expense of vulnerable groups, taking the figure of an auxiliary maneuver on the perception of donors interested in improving adverse situations of their neighbor, as well as the awareness in conversion of the dispositions that affect social groups in decisions both ill-intentioned and misdirected, essentially impacting social harmony. Research that starts from a detailed analysis of publications available in the Scopus database on Music Marketing from 1980 to 2022, with the purpose of facilitating professionals in this field, the design of strategies that respond to social requirements.