MODELS AND STRATEGIES FROM SOCIAL MARKETING 5.0 FOR A RESILIENT ROAD SAFETY: SYSTEMS AUDITING AND AFFECT MANAGEMENT IN DIGITAL PUBLIC POLICIES

This research addresses road safety in Venezuela as a structural fracture, moving beyond the instrumental commercial view to approach it from the perspective of Social Marketing 5.0 and systemic resilience. The general objective was to analyze management models and strategies oriented toward co-designing safe environments and managing sustainable pro-social behaviors to strengthen public policies. The theoretical foundation was based on frontier management science, the Monism of Affects, and Resilience Engineering. Methodologically, a mixed methods approach with a sequential exploratory design (DEXPLOS) was adopted. In the qualitative phase, Grounded Theory was applied to in-depth interviews ; in the quantitative phase, a questionnaire was processed using descriptive and inferential statistics to audit institutional systems.The results revealed a Technological Inertia: 68% of the organizations possess digital infrastructure, but only 12% perform predictive analytics, thus operating as imposition (Gestell) rather than care (Sorge). Survival Resilience emerged, characterized by individual risk management in the face of environmental deterioration, evidencing a disconnect between the power to act of the social body and public policy. Furthermore, an increase in affective-cognitive vulnerability was detected due to the risks of hyperconnectivity.