The role of communication in consumer behavior in social and nonprofit marketing: the case of psp in Portugal

The present study aims at establishing a relationship between communication strategies and consumer behavior in social and nonprofit specific contexts of marketing (e.g. Public Security Police (PSP) in Portugal). The actions of raising awareness among the schools about the themes of “animal mistreatment” and "preventing dating violence" among the young are examples of interpersonal communication established with the population and materializing along with social networking policing. Based on a qualitative approach, it also aims at analyzing the good digital marketing and communication practices in social networks. Two in-depth interviews (police subcommittee and marketing coordinator) and a focus group (11 residents / participants) were conducted. The results show that the digital communication strategy can be advantageous to bring police forces closer to the local community and, therefore, promote a sense of belonging and commitment for the benefit of global well-being.