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Marketing and Designing Third Places for Social Interaction

Book Chapter

Authors: John Pravin Motha (St. Joseph's Institute of Management, Bangalore, India), Thomason Rajan (Alliance University, India), Vijaya Kittu Manda (PBMEIT, India), and Mallikharjuna Rao Jitta (GITAM (Deemed to be) University, India)

DOI: https://doi.org/10.4018/979-8-2600-1318-2.ch010

Book Name: Urban Loneliness and the Reconstruction of Community

ISBN: ISBN13: 9798260013182; ISBN13 Softcover: 9798260013199; EISBN13: 9798260013205

Publisher: IGI Global Scientific Publishing, Hershey, PA, USA

Editor(s): Luzia Arantes (Águeda School of Technology and Management, University of Aveiro, Águeda, Portugal & Polytechnic University of Cávado and Ave, Portugal) and Bruno Sousa (UNIAG, School of Hospitality and Tourism, Polytechnic University of Cávado and Ave, Portugal)

Book Chapter Number: 10

Publication Date: October 3, 2026

Pages: Pages 273 - 296 (24 pages)

Book Chapter Link on Publisher Website

Book Link on Publisher Website

Abstract: Urban loneliness is not only due to physical isolation but also to the decline of informal communal spaces and weakened social routines. This work shows how marketing management can change third places, such as cafés, libraries, parks, and local markets, into purposeful infrastructure for connection and belonging. Through a qualitative, conceptual review of recent scholarly literature supported by cross-cultural examples, the work applies segmentation and targeting, experience design, local storytelling, and relationship marketing to third-place management. The analysis finds that tailored strategies for distinct user groups (such as students, older adults, migrants, families, and single-person households) can increase social participation. The study alerts to the risks of over-segmentation, which can marginalize vulnerable populations. Sensory design, place identity, and repeat-visitation programs are key steps for sustained engagement. The findings help urban planners, community managers, and policymakers rebuild neighborhood cohesion through marketing-informed interventions.

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