Social Capital Theory Definition

Nancy R. Lee, Michael L. Rothschild, and Bill Smith (2011) in a declaration of social marketing’s unique principles and distinctions defined, “Social Marketing is a process that uses marketing principles and techniques to influence target audience behaviors that will benefit society as well as the individual. This strategically oriented discipline relies on creating, communicating, delivering and exchanging offerings that have positive value for individuals, clients, partners, and society at large”. Lazer and Kelly, (1973) defined the discipline as, “Social Marketing is concerned with the application of marketing knowledge, concepts, techniques to enhance social as well as economic ends. It is also concerned with analysis of the social consequence of marketing policies, decisions and

Individuals and some identifiable groups may fall into misfortune or maladaptive patterns. The goal of intervention is to help them adapt to existing structures, perhaps making minor institutional adjustments where warranted. Functionalism interprets each part of society in terms of how it contributes to the stability of the whole society. Society is more than the sum of its parts; rather, each part of society is functional for the stability of the

The nature and

This is due to group solidarity in human societies is normally purchased at the hostility price about outsiders by group members (Eriksson, 2011). Fukuyama (2001), explained that this does not prohibit social capital as a type of capital on the grounds that physical capital can take the type of assault rises or tasteless entertainment whereas human capital can be implemented to devise new approaches of torturing individuals. Furthermore, he explained that since there are laws in communities to stop the production of various social ‘bads’, it can be considered that most legal implementation of social capital are no less ‘goods’ than the other types of capital insofar as they support individuals get their targets (Fukuyama

Social support concept There are lot diversity in the operationalisation of social concept, however social support concepts can be organized into three broad categories: social embeddedness, perceived social support, and enacted support (Barrera, 1981; Barrera, Sandler, & Ramsey, 1981; Gottlieb, 1983; Heller & Swindle, 1983) Social embeddedness Social embeddedness refers to the connections or connectedness that individuals have to significant others in their social environments (Barrera, 1986; Langford, Bowsher, Maloney and Lillis, 1987). Being socially connected is a central element in one's "psychological sense of community” (Sarason, 1974). social embeddedness can be viewed inform of social ties such as family , siblings, friends ,participation in community organizations which serve as social support resources provide support during a crisis period.

2.2.2 Bourdieu’s formulation Pierre Bourdieu used the term social capital in his article, ”the forms of capital” where he defined social capital differently. He define it as: “Social capital is the sum of the resources, actual or virtual, that accrue to an individual or a group by virtue of possessing a durable network of more or less institutionalized relationships of mutual acquaintance and recognition. ”(Bourdieu 1985a)

Introduction: Within interpersonal communications there are theories that explain the process in which we form relationships. This essay will explore social exchange theory, which describes the process of interpersonal exchange and the cost benefit analyze that each relationship undergoes. This theory was developed in the early 60s by the sociologists George Homans, Peter Bleu and social psychologists John Thibaut and Harold Kelley. They developed an exchange structure, which according to the International Encyclopedia of Marriage and Family is centered on “behaviorism and elementary economics where human behaviour is a envisaged as a function of its payoff” (2003).

(2016) outline the various effects of the different identities people develop in life. According to them, development of social identities has both positive and negative effects on an individual. These effects are brought about by the type of company that influences the development of a particular identity. Korschun, Bhattacharya & Swain (2014) support this theory and claim that it is the responsibility of a person to ensure that they develop beneficial identities that will help them in life rather than destroy them. They advise readers to study the particular groups of people they want to relate with, in advance.

Social influence. According to (Konana & Balasubramanian, 2005; Talukder & Quazi, 2011) is defined as the extent to which members of a social group influence one another ’s behavior in adoption. Moreover, Social influence has been recognized concerning the implementation of innovation on champions, who are the change agents for implementing a new innovation (Jeyaraj & Sabherwal, 2008).

sacrificing some individual rights for state protection. It refers broadly to a situation whereby a legitimate state authority is derived from the consent of the government. Another definition of a social contract can be explained as the voluntary agreement among individuals by which according to any various theories such as Hobbes, Locke or Rousseau organised society is brought into being and invested with the right to secure mutual protection and welfare or to regulate the relations among its members. This concept of a social contract theory is that in the beginning humans lived in the state nature, they had no government to regulate them and to overcome these hardships they had to agree to live together under common laws and enforce the social contract and the laws that constitute it.