Ethical and Social Value Creation of Positive Marketing for the Company, Customer and Community

Introduction: Positive marketing is a type of marketing that works for the benefit of consumer groups, companies and the community and works to create value. The purpose of this study is to investigate the ethical and social value creation of positive marketing for the company, customer and community. Material and Methods: The present study was applied and descriptive-correlational. The statistical population was the customers of entrepreneur insurance services who were selected as in access sample (N=384). The gathering tool was a five-choice Likert scale questionnaire and structural equation modeling methods were used to analyze the data. Results: The results showed that the role and effect of "positive marketing" on "company value", "customer value" and "social value" were statistically confirmed and based on these results, positive marketing has the greatest effect on social value. Conclusions: Positive marketing emphasizes ethical and social value creation and responsibility for both the company and the community and the customer. Ignoring social responsibility and unethical marketing may succeed in the short term, but it is certainly not a good long-term strategy. Over time, customers will become distrustful of the brand as a whole, and it will be difficult to find brand supporters who want to spread awareness about the company's product or service through word of mouth marketing.