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Empowering Leaders: A Transformative Impact of Social Marketing on Communication Skills
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Author(s): Sofía Blanco-Moreno (University of León, Spain), Oliver Torres-Reynoso (University of León, Spain), Araceli Galiano-Coronil (University of Cádiz, Spain)and Rafael Ravina-Ripoll (University of Cádiz, Spain)
Copyright: 2025
Pages: 28
Source title:
Developing Managerial Skills for Global Business Success
Source Author(s)/Editor(s): Jesus Barrena-Martinez (University of Cadiz, Spain), María-José Foncubierta-Rodríguez (University of Cádiz, Spain), José Aurelio Medina-Garrido (University of Cádiz, Spain)and Zbysław Dobrowolski (University of Zielona Góra, Poland)
DOI: 10.4018/979-8-3693-3057-9.ch005
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Abstract
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.
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