Community-Based Social Marketing for Self-Orientation Change in Extension Education

Voettie Wisataone; Dyah Woro Untari; Siti Andarwati

doi:10.48165/IJEE.2026.62219

Authors

Voettie Wisataone Universitas Gadjah Mada, Indonesia https://orcid.org/0000-0001-6188-6042
Dyah Woro Untari Universitas Gadjah Mada, Indonesia https://orcid.org/0000-0002-7615-7640
Siti Andarwati Universitas Gadjah Mada, Indonesia https://orcid.org/0000-0003-2461-8238

https://doi.org/10.48165/IJEE.2026.62219

Keywords:

Community-based extensions, Development communication, Change in Self-orientation, Participatory learning, Family development

Abstract

Most social marketing practices focus on measurable behaviour change, but few examine self-orientation as the foundation of social change. This research was conducted in 2025 to analyse how the Professional Mother community uses social marketing as a developmental communication strategy to encourage changes in maternal self-orientation before behavioural changes occur. This research employs a qualitative case study design, including in-depth interviews with 5 informants from national and regional administrators, participatory observation of online and offline learning activities, and analysis of organisational documents. The results show that the social marketing mix is carried out in an integrated manner through segmentation based on life phases and learning needs, social products in the form of self-orientation towards the "best version of oneself", social pricing in the form of non-material commitments, distribution through multi-channel communication ecosystems, and promotion through value framing, role model, member participation, and public event space. This approach fosters reflective awareness and identity, enabling behaviour change to occur gradually and sustainably. These findings highlight that social marketing as a participatory extension model can enhance sustainable behavioural change through self-orientation and identity formation.

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