RT book part
T1 Empowering Leaders: A Transformative Impact of Social Marketing on Communication Skills
A1 Blanco-Moreno, Sofía
A1 Torres-Reynoso, Oliver
A1 Galiano Coronil, Araceli
A1 Ravina Ripoll, Rafael
A2 Marketing y Comunicación
A2 Organización de Empresas
K1 Empowering Leaders
K1 Social Marketing
AB This chapter sets the stage for a comprehensive exploration of how social marketing strategies employed by companies can influence individuals' motivation to enhance their leadership communication skills. Employing a quantitative approach, it surveys participants before and after a communication skills workshop, focusing on their self- assessed communication skills, satisfaction with the workshop, and the influence of social marketing on their leadership development. The findings indicate a significant positive effect of social marketing strategies on leaders' communication skills, with a notable improvement among those with initially lower skill levels. It also highlights the importance of happiness management in effective leadership communication. It suggests that happier leaders are highly skilled communicators. This study contributes to understanding how targeted social marketing campaigns can foster the development of leadership skills, offering valuable insights for organisations aiming to improve leadership effectiveness through enhanced communication and well- being.
PB IGI GLOBAL
SN 979-8-3693-3057-9
YR 2025
FD 2025
LK http://hdl.handle.net/10498/33942
UL http://hdl.handle.net/10498/33942
LA eng
DS Repositorio Institucional de la Universidad de Cádiz
RD 09-nov-2026