Abstract: The aim of the paper is to explore the role of social marketing in changing the behavior of consumers on road safety, identify critical aspects and priority needs which impede the implementation of road safety program in Georgia. Given the goals of the study, a quantitative method was used to carry out interviews for primary data collection. This research identified the awareness level of road safety, legislation base, and marketing interventions to change behavior of drivers and pedestrians. During several years the non-governmental sector together with the local authorities and media have been very intensively working on the road safety issue in Georgia, but only seat-belts campaign should be considered rather successful. Despite achievements in this field, efficiency of road safety programs far from fulfillment and needs strong empowering.
Abstract: This paper is focusing on the attitude of Georgian
consumers toward social media, influence of social media on
consumer buying behavior. The purpose of this paper is to explore
the usage of social media marketing for small business companies of
Georgia. The result of marketing research has revealed that social
webs are mostly used by Georgian consumers, but they have little
impact on the buying decision. The research method was exploratory
and descriptive. Conclusions summarize the research results and
offers insight to provide better understandings of consumers demand
and implementation of marketing strategy through social media in
Georgia.