Aportes de los programas de marketing social enfocados en la resiliencia en Colombia y Latinoamérica

Abstract

The purpose of this research was to analyze the contributions of social marketing to strengthening resilience in vulnerable communities in Colombia and Latin America during the period 2015–2025. Methodologically, it is based on a systematic literature review using the PRISMA model, allowing for the identification, selection, and analysis of relevant research on the relationship between social marketing and community resilience. The findings show that the most effective strategies are those that promote active community participation, incorporate cultural relevance in their messages, and combine face-to-face actions with digital tools. These approaches generate positive impacts on variables such as self-esteem, optimism, social cohesion, and support networks, especially among children, adolescents, and young people in vulnerable contexts. However, significant challenges remain, including institutional fragmentation, lack of continuity in public policies, and limited evaluation of long-term impacts. In conclusion, social marketing focused on strengthening resilience is positioned as a key strategy to promote collective well-being and sustainable social development in the region.