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Auswahl der wissenschaftlichen Literatur zum Thema „Social brand activism“
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Zeitschriftenartikel zum Thema "Social brand activism"
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Vredenburg, Jessica, Sommer Kapitan, Amanda Spry und Joya A. Kemper. „Brands Taking a Stand: Authentic Brand Activism or Woke Washing?“ Journal of Public Policy & Marketing 39, Nr. 4 (14.08.2020): 444–60. http://dx.doi.org/10.1177/0743915620947359.
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In today’s marketplace, consumers want brands to take a stand on sociopolitical issues. When brands match activist messaging, purpose, and values with prosocial corporate practice, they engage in authentic brand activism, creating the most potential for social change and the largest gains in brand equity. In contrast, brands that detach their activist messaging from their purpose, values, and practice are enacting inauthentic brand activism through the practice of “woke washing,” potentially misleading consumers with their claims, damaging both their brand equity and potential for social change. First, the authors draw on theory to inform a typology of brand activism to determine how, and when, a brand engaging with a sociopolitical cause can be viewed as authentic. Second, a theory-driven framework identifies moderate, optimal incongruence between brand and cause as a boundary condition, showing how brand activists may strengthen outcomes in an increasingly crowded marketplace. Third, the authors explore important policy and practice implications for current and aspiring brand activists, from specific brand-level standards in marketing efforts to third-party certifications and public sector partnerships.
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Shivakanth Shetty, A., Nagendra Belavadi Venkataramaiah und Kerena Anand. „Brand activism and millennials: an empirical investigation into the perception of millennials towards brand activism“. Problems and Perspectives in Management 17, Nr. 4 (02.12.2019): 163–75. http://dx.doi.org/10.21511/ppm.17(4).2019.14.
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The reckless pursuit of social, environmental, political and cultural issues and brands may alienate the very customer base, whom they try to impress, especially the millennials. Hence, this study intends to study the perceptions of millennials towards brand activism, so that the findings from the study can help the brand managers to steer their brands into the troubled waters of brand activism. The methodology followed is HTAB (Hypothesize, Test, Action, Business), a popular analysis framework given by Ken Black in his book titled “Business Statistics: Contemporary Decision Making (6th ed.)” A sample comprising of 286 respondents was collected. The final data had 286 observations and 45 features across seven categories. It was found that millennials prefer to buy a brand if it supports a cause or purpose and they stop buying if brand behaves unethically. It was also observed that there is no gender difference amongst the millennials towards their perceptions concerning brand activism. Moreover, millennials across different income categories have similar perceptions of brand activism. It was also substantiated that the emotional tie of the millennials with the brand existing for a cause goes beyond price shifts and brands taking a political stance, cherry-picking of issues and being disruptive prompts and creates profound backlash for the brands.
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Kashiparekh, Kahni. „TURNING SOCIAL MEDIA USERS INTO BRAND FOLLOWERS: WHAT WORKS?“ INFORMATION TECHNOLOGY IN INDUSTRY 9, Nr. 1 (10.03.2021): 745–52. http://dx.doi.org/10.17762/itii.v9i1.195.
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With the rise of new age media, social media marketing has become one of the most powerful tools in all marketers’ arsenal, and brands’ social media pages have become a way for companies to expand their awareness and customer base. In this paper, factors that attract a social media user to “follow” and engage with brands have been studied, namely, the content and tone used by brands on their social media, online brand communities for the brand, and the brand’s online activism have been identified as some of the important factors. For determination of results, factor analysis through principle axis factoring and varimax rotation has been done on SPSS v23.0. The results indicate that users care about whether brands take a stand on social, economic and political causes, and brand activism is therefore the most important factors for Gen-Z and Millennials in their decision to turn into brand followers. At the same time, users also want to feel like they belong to the brand’s ecosystem and that the brands look at them as important stakeholders, which is achieved through brand communities.
This study will help marketers plan their social media marketing activities more effectively so as to give users what they want, and in turn increase their online reach.
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Ghosh, Anirrban. „ASTUDYOFONLINEBRANDACTIVISMANDITS IMPACTONCONSUMERBRANDRELATIONSHIP“. International Journal of Advanced Research 9, Nr. 08 (31.08.2021): 357–62. http://dx.doi.org/10.21474/ijar01/13274.
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Brand activism is becoming a natural evolution beyond the values-driven Corporate Social Responsibility (CSR) and Environmental, Social and Governance (ESG) programs that are, frankly, too slow. Brand Activism is also a step towards the purpose of why does the business exist. Most of the brands no longer have a choice. If the gap between a business and its values and its customers or society and his other stakeholders is too large, business will inevitably suffer.Hence, this study intends to find the perceptions of consumers towards brandactivism, so that the findings from the study can help the brand custodian and marketing professionals to steertheir brands into the vulnerable scenario of brand activism around the world.Brand activism now a days contributes to the design and implementation of new communication management strategies in society at large. Therefore, it was important to find out the correlation between online and offline brand activism and understand the psychology of the mind of the consumer.
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Popp, Bastian, Claas Christian Germelmann und Benjamin Jung. „We love to hate them! Social media-based anti-brand communities in professional football“. International Journal of Sports Marketing and Sponsorship 17, Nr. 4 (07.11.2016): 349–67. http://dx.doi.org/10.1108/ijsms-11-2016-018.
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Purpose Social media has promoted anti-brand communities, which build around the shared aversion to a specific brand. The purpose of this paper is to investigate social media-based anti-brand communities and their effects on the sports team brand in question. Design/methodology/approach The authors conducted a netnographic study of Facebook-based anti-brand communities that oppose a professional football team. Findings The netnographic study reveals characteristics and drivers of Facebook-based anti-brand communities that oppose a professional football team. The research further identifies co-destructive behaviours of anti-brand community members that harm the sports team brand and even its sponsors. However, the findings also reveal that anti-brand communities may play a positive role in sport, as they strengthen the relationship between fans of the opposed brand and this brand and foster rivalry among football fans. Practical implications This research establishes the relevance of social media-based anti-brand communities for sports brands. Recommendations are made for team sport brands with regards to how to deal with the phenomenon of anti-brand communities. Originality/value While the previous research on anti-brand activism focused on either offline movements or movements using traditional websites, this research is the first to investigate the pivotal role of social networking sites for anti-brand activism. The paper further uncovers unique motivational, attitudinal, and behavioral patterns of fans that meet in communities opposing not only the rival team, but also the brand associated with the team. Findings show ways to better understand and deal with such anti-brand communities in sports.
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Jenkins, Henry. „Participatory Culture: From Co-Creating Brand Meaning to Changing the World“. GfK Marketing Intelligence Review 6, Nr. 2 (01.11.2014): 34–39. http://dx.doi.org/10.2478/gfkmir-2014-0096.
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Abstract Young people’s personal use of social media like blogs, networks and online platforms is actually a double-edged sword. Creativity and action can endorse brands, but they can also harm a brand as the new generation moves from being socially and culturally active to being politically and civically engaged. Brands can be the perfect plugs on which to hang their campaigns. In the example outlined in this article, the Harry Potter brand serves as a good of example to demonstrate such activism. Its entire magical world was embraced, and the company who owns and licenses the brand was systematically scrutinized and criticized. Warner Bros. mishandled this form of social brand engagement. The whole case is highly instructive to managers who increasingly face such challenges to their production and marketing methods every day.
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Eyada, Bassant. „Brand Activism, the Relation and Impact on Consumer Perception: A Case Study on Nike Advertising“. International Journal of Marketing Studies 12, Nr. 4 (10.11.2020): 30. http://dx.doi.org/10.5539/ijms.v12n4p30.
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Recently various brands have been promoting their products through social issues that consumers are engaging with, by moving from social corporate responsibility to leadership and harnessing the brands' power to inspire social and environmental problems and change. Whether brands are creating social leadership campaigns to raise profit margins, or because they simply care about the issues they discuss, several brands have been playing this role through their campaigns, as seen for example with brands like Nike, Under Armor, Gillette, and Uber.
This paper follows the qualitative methodology by proposing an analytical study of the advertising messages and concepts through a case study of Nike advertising promoting their products through social leadership campaigns, and an analysis which aims to measure the impact of these campaigns on brand image, profit margins, and the means the social causes are being perceived by the consumers.
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Park, Bumsoo, Sanghyun Park und Andrew C. Billings. „Separating Perceptions of Kaepernick From Perceptions of His Protest: An Analysis of Athlete Activism, Endorsed Brand, and Media Effects“. Communication & Sport 8, Nr. 4-5 (26.12.2019): 629–50. http://dx.doi.org/10.1177/2167479519894691.
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As news media mainly focused on issues of nationalism, many people perceive Colin Kaepernick as unpatriotic, even though his protest was about police brutality and social justice. Therefore, the purpose of this study was to investigate how people perceive athlete activism relative to news media framing and to examine the effects of athlete activism on endorsed brands. Two experimental design studies were conducted. Results indicate that news media influenced individuals’ attitudes toward the protesting athlete. Additionally, prior perceptions of the protesting athlete and the brand were significantly associated with attitudes toward the protesting athlete and the endorsed brand regardless of the news media framing conditions. A strong positive relationship between the protesting athlete and the endorsed brand was found. Participants with more positive attitudes toward the protesting athlete had more positive attitudes toward the brand endorsed by the athlete.
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Allison, Anne. „The Cool Brand, Affective Activism and Japanese Youth“. Theory, Culture & Society 26, Nr. 2-3 (März 2009): 89–111. http://dx.doi.org/10.1177/0263276409103118.
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Japanese youth goods have become globally popular over the past 15 years. Referred to as `cool', their contribution to the national economy has been much hyped under the catchword Japan's `GNC' (gross national cool). While this new national brand is indebted to youth — youth are the intended consumers for such products and sometimes the creators — young Japanese today are also chastised for not working hard, failing at school and work, and being insufficiently productive or reproductive. Using the concept of immaterial labor, the article argues that such `J-cool' products as Pokémon are both based on, and generative of, a type of socio-power also seen in the very behaviors of youth — flexible sociality, instantaneous communication, information juggling — that are so roundly condemned in public discourse. The article examines the contradictions between these two different ways of assessing and calibrating the value of youth today. It also looks at the emergence of youth activism around the very precariousness, for them, of socio-economic conditions of flexibility.
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Bodkin, Charles D., Louis H. Amato und Christie H. Amato. „The influence of green advertising during a corporate disaster“. Corporate Communications: An International Journal 20, Nr. 3 (03.08.2015): 256–75. http://dx.doi.org/10.1108/ccij-08-2014-0055.
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Purpose – The purpose of this paper is to explore influences of green advertising and social activism during one of the worst adverse public relations episodes in history: the British Petroleum (BP) Deep Water Horizon oil spill. Design/methodology/approach – The study uses self-congruency theory and perception of fit to explore the influence of green advertising and social activism on attitudes toward BP’s advertising, commitment to the environment, brand, and company. The survey data cover periods before, during, and after the spill. Findings – Mean ratings for the BP brand were lower during the oil spill for respondents who viewed an environmental ad as compared to those viewing an ad lacking environmental content. Comparison of attitudes toward BP’s environmental commitment, advertising, company, and brand reveal differences between activist and non-activist respondents across all four attitudinal scales during the oil spill. Practical implications – The study finds that lack of fit between corporate social responsibility communications and social responsibility performance raises the potential for a significant backlash against BP. Originality/value – The paper utilizes unique data that include survey responses before during and after the BP Deep Water Horizon oil spill. Empirical analyses of attitudes toward advertising, company, and brand over the life cycle of an adverse public relations event are among the first of their kind. Similarly, analyses of differences in activist and non-activist attitudes toward a company operating in a high-environmental risk industry are also among the first ever.
Dissertationen zum Thema "Social brand activism"
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Backman, Fanny, und Fredrika Lundgren. „Millennials demand for brand activism : A qualitative studie about corporate brands using brand activism as a communication strategy to reach millennials“. Thesis, Högskolan i Halmstad, Akademin för företagande, innovation och hållbarhet, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-44876.
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The new phenomena of brand activism can be used as a communication strategy to reach consumers. The demand for brand activism has increased with the generation of millennials. This research uses a qualitative method to get a greater understanding of how companies use brand activism as a communication strategy to reach millennials. The authors have chosen to study corporate brands since they have a structure within the business where everything that is communicated from the brand will be a lifelong message. This study is based on a content analysis to get a greater understanding for how brand activism is used and how companies with the help from activism content reach millennials. The companies that have been studied are Nike, Ben & Jerry’s and The Body Shop, which all use brand activism and have millennials as a part of their target audience. Millennials are an important target audience since they stand for 30% of the population. Therefore it is important to grow and understand their new demands for more ethical and moral brands. This generation wants to contribute to the world and make a change. The results of this study shows that brand activism engages millennials and has a positive effect on their purchase intentions. Which is important for companies to take into consideration in their corporate branding. The results also show whether or not the companies are bold or not when they chose a subject to take a stand in.
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Lundemo, Dahlin Emma, und Diana Araf. „How Brand Activism Affects Consumer Attitude : A study on Swedish consumers’ attitudes towards companies using brand activism, with the Black Lives Matter movement as context“. Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-434884.
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Black Lives Matter rörelsen engagerade människor både internationellt och nationellt under våren 2020. Företag var inte sena med att ta ställning och visa deras stöd i frågan, vilket ledde till olika typer av reaktioner bland deras konsumenter. Denna studie ämnar undersöka svenska konsumenters attityd gentemot företag som använder sig av brand activism som svar på sociala rörelser, där Black Lives Matter valts som empiriskt kontext. Studien ämnar också besvara vilka de viktigaste aspekterna bakom konsumenters attityd är. En förstudie har gjorts genom netnografi och empiri har samlats in genom en webbenkät med 260 svenska respondenter. Studiens analys och resultat tyder på att respondenternas generella inställning till brand activism är positiv i de fall då respondenterna anser att den sociala rörelsen som stöttas är viktig. Det finns dock tre dimensioner som påverkar den övergripande attityden. Dessa är autentiskt innehåll, attityd gentemot företaget och värdet i handlingar. Inom dessa dimensioner utrönas flertalet teman där företagets historia och storlek, innehållet i själva budskapet samt att det genomsyrar organisationen är de viktigaste. Vidare är även temana utbildande, genuin och handlingskraftig kommunikation inom brand activism viktiga delar att ta med sig från resultatet.The Black Lives Matter movement engaged people both internationally and nationally in the spring of 2020. Companies were not late to join in and show their support in favour of the movement, which led to various reactions among their consumers. This study aims to examine the attitude of Swedish consumers towards companies that use brand activism as a response to social movements, where the Black Lives Matter movement serves as an empirical context. The study also intends to answer what the key aspects behind the studied consumer attitudes are. A prestudy has been done through netnography and empirical data has been collected for the main study through a web survey with 260 Swedish respondents. The study’s analysis and results indicate that the respondents’ general attitude towards the use of brand activism is positive in cases where the respondents believe that the social movement being endorsed is of importance. However, there are three dimensions that affect the overall attitude. These are authentic content, attitude towards the company and the value of actions. Within these dimensions several themes are identified, where the company’s history and size, the content of the message itself and that it permeates the organization are the most important. Furthermore, the themes of educational, genuine and actionable communication within brand activism are also important takeaways from the result.
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Aronsson, Henrik, und Paul Kato. „Brand activism, does it work? : A quantitative study on how advertising that contains elements of social activism affects consumer-based brand equity and how it in turn affects consumer purchasing engagement“. Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-54508.
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Date: 3 June Level: Master Thesis in Business Administration, 15 credits Institution: School of Business, Society and Engineering, Mälardalen University Authors: Paul Kato (95/03/11) and Henrik Aronsson (95/10/29) Title: Brand Activism, does it work? Tutor: Edward Gillmore Keywords: Brand activism, brand equity, social activism, attitudes, woke washing Research questions: a. How is the consumer-based brand equity affected by a company’s use of social activism in its marketing? b. How does this in turn affect consumer purchasing engagement? Purpose: The purpose of this study is to investigate how consumers respond tosocial activism advertisements and how it influences their purchaseengagement. Method: The method used in this thesis is a quantitative research with anabductive research approach. The data has been collected through anonline survey and received 504 responses. Conclusion: Advertising that contains social activism has an overly positive impact onconsumer attitudes, purchasing engagement, and corporate consumerbasedbrand equity.
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Falkenstein, Luisa. „Not a Brand but a Voice : The Advertising and Activism of Oatly in Germany“. Thesis, Malmö universitet, Malmö högskola, Institutionen för konst, kultur och kommunikation (K3), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-37004.
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When describing the company’s ethos and brand, the creative director of Swedish oat drink producer Oatly, John Schoolcraft, routinely declares the company’s intention to be not a brand, but a voice. As popular activist causes become utilized by companies and commodified for advertising use, identifying the ways in which communication is used to create meaning becomes a relevant skill. This thesis takes Schoolcraft’s statement as a basis of inquiry into the ways in which a company can present itself through language. Through a multimodal discourse analysis of three different semiotic materials produced by Oatly in Germany; the text of a 2019 petition, two 2019 advertising posters and a selection of product packaging collected during the summer of 2020, the thesis seeks to identify the relevant discourses evoked by Oatly, the ways in which Oatly is represented within those discourses and the way in which Oatly’s semiotic resources might serve to create a myth of Oatly, the voice, not the brand. The relevant discourses represented in the texts were sustainability, food consumption and production, government power and the empowerment of consumers. In these discourses Oatly positioned themselves (as well as the reader) as an agent of change, trying to affect progress. The discourses were often found to be connected to Oatly as a brand, but somewhat removed from Oatly’s products. A potential myth of Oatly as a leader in a political effort, might be substantiated within a small sphere of influence amongst consumers. As the research design relies largely on the author’s own interpretations of the material, none of the inferences from the analysis may be considered absolute or objectively true.
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Chafloque, Uyén Carlos Alberto. „Actitudes afectivas femeninas respecto al brand placement en Facebook, contextualizadas en la marcha “#NiUnaMenos”“. Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2021. http://hdl.handle.net/10757/655982.
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El objetivo de esta investigación es analizar las actitudes afectivas de mujeres frente al uso del brand placement, en la campaña publicitaria en la red social Facebook, desarrollada para la marcha “#NiUnaMenos”. Para ello, se recurrirá a técnicas cualitativas que se apoye en entrevistas semi-estructuradas a participantes a la movilización #NiUnaMenos. El análisis se concentrará en el caso “Fashion Protest” de Oechsle, con el propósito de analizar las actitudes afectivas de las mujeres con respecto a las intervenciones publicitarias en espacios politizados como la protesta, y sobre la colaboración y empatía con dicha causa político-social y/o el rédito comercial de la marca. Los resultados permiten identificar la presencia de una descripción cercana hacia el discurso del femvertising, considerado como una comunicación que busca potenciar la representación de la mujer en la publicidad tradicional. No obstante, se ha logrado identificar que al aplicarse en espacios cargados de afecto y sensibilidad a través de mínimos distintivos de marca (brand placement), el femvertising puede generar sensibilidades conectadas con un recelo a partir del reconocimiento de indicativos de deshumanización.The objective of this research is to analyze the affective attitudes of women regarding the use of the brand location, in the advertising campaign on the social network Facebook, developed for the “#NiUnaMenos” march. To do this, qualitative techniques will be used that are supported by semi-structured interviews with participants to the #niunamenos mobilization. The analysis will focus on the case “Fashion Protest” by Oechsle, with the purpose of analyzing the affective attitudes of women with respect to advertising interventions in politicized spaces such as protest, and on collaboration and empathy with said political-social cause and / or the commercial revenue of the brand. The results allow identifying the presence of a description close to the discourse of femvertising, considered as a communication that seeks to enhance the representation of women in traditional advertising. However, it has been possible to identify that when used in spaces full of affection and sensitivity through minimal brand distinctiveness, femvertising can generate sensitivities connected with suspicion from the recognition of indications of dehumanization.
Tesis
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Descouens, Margot, und Valentine Gerbault. „Generation Y’s attitude towards femvertising in cosmetics: women empowerment or purplewashing? : A mono-method qualitative study“. Thesis, Umeå universitet, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-185097.
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In recent years, femvertising has become a new issue of interest for companies, specifically in areas targeting women. Indeed, some companies in the cosmetics industry, such as Dove - a pioneer in the field - have been addressing the representation of women in advertising by tackling issues of equality, inclusiveness, and self-acceptance. Defined as female empowerment advertising, femvertising remains an issue that has been little studied in the literature. While some studies conclude that such a strategy is effective on the corporate side, we want to study this issue from a consumer perspective. Since this new marketing strategy is part of the 4th wave of feminism – which stands out from the other waves with a strong online orientation – the prism of social media constitutes the field of study of this thesis, and more specifically Instagram, a social network where the image concern rules. Generation Y, considered as digital natives, being particularly present on these social networks and relatively aware of global issues, we thus focus our research on these people aged between 21 and 41 years old. In order to shed light on this recent topic, we aim to investigate the attitude of Generation Y toward femvertising in the cosmetics industry. Through this thesis, we try to develop a deeper understanding of if and how the feminist stance of cosmetic brands in their online marketing affects the behaviour of consumers from Generation Y. Besides, this study intends to investigate if, among millennials, there are differences in perception and attitudes towards femvertising according to the cause commitment and activist knowledge of consumers. For this purpose, we developed three research questions that allowed us to study this attitude from exposure to this specific type of advertising, to catch millennials'perception and the way this type of ad affects them, up to their purchase intention. To gather the necessary insights for this research project, a qualitative study through semi-structured interviews among twelve millennials sensitive to cosmetics and/or the feminist movement were conducted, supported by five selected cases of femvertising displayed by cosmetics brands on social media. The findings of this study revealed three key insights regarding Generation Y attitudes towards femvertising. First, these new representations are perceived rather positively among millennials since it breaks codes, stereotypes, and offers more inclusive representations as requested by these consumers. Secondly, Generation Y consumers being rather committed to social causes, they raise their skepticism, are rather cautious about the honesty of this approach, or even react unfavorably to femvertising. Despite this, this marketing strategy using feminist speech and values that are dear to millennials make them hold a positive purchase intention towards cosmetic brands using these claims. This has obvious practical implications for brands to consider. More generally, this bridged some of the identified gaps in the literature and raise important questions for societal and ethical considerations.
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Fernandes, Ana Rita Correia. „Brand activism : why is it time for brands to act?“ Master's thesis, 2021. http://hdl.handle.net/10400.14/34796.
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Brand Activism has generated interest from companies and their stakeholders around the world and more and more companies are positioning themselves for a variety of social, political, economic and/or environmental causes with the aim to improve the world. This research outlines the management perspective of Brand Activism and its main objective is to discover and analyze the main motivations for managers and marketers to involve their brands in activism by examining and interpreting the decision-making process of company leaders through ten in-depth interviews. The study leads to the conclusion that not only are managers genuinely concerned about being part of a problem solution, but so are consumers and everyone working within organisations. One of the most relevant findings is that people are the main driver of Brand Activism - as well as they can be the may obstacle - as they bring their purpose, mission, and values to their companies. Founders of activist companies create them because they want to bring a greater purpose to their business that fits with their values; employees are increasingly looking for impactful companies to work for; and consumers are hoping to ally with brands so that together they can make a difference in the world. The results also illustrate that, notwithstanding the risks that activism has for brand reputation and how it can be perceived as fake to consumers, brand leaders are committed to contribute to a better world, as long as the brands’ positions are aligned with their values, their causes and their message.O Brand Activism tem gerado interesse por parte de empresas e stakeholders de todo o mundo e são cada vez mais as marcas que se juntam a uma variedade de causas, sejam elas sociais, políticas, económicas e/ou ambientais com o principal objetivo de consciencializar e melhorar o mundo. Esta pesquisa expõe a perspetiva de gestão do ativismo e o seu principal objetivo é descobrir e analisar as principais motivações para os gestores e marketers envolverem as suas marcas no ativismo, examinando e interpretando o processo de tomada de decisão dos líderes através de dez entrevistas rigorosas. O estudo leva à conclusão de que não só estão os gestores genuinamente preocupados em fazer parte da solução, como também estão os consumidores e todos os que trabalham dentro das organizações. Uma das conclusões mais relevantes diz que as pessoas são o principal motor do ativismo de marca - assim como podem ser o principal obstáculo - uma vez que trazem o seu propósito, missão e valores para as empresas. Os fundadores de empresas ativistas criam-nas porque querem levar um propósito maior para os seus negócios ajustado aos seus valores; os funcionários procuram empresas de impacto para trabalhar e os consumidores esperam aliar-se às marcas para que juntos possam fazer a diferença no mundo. Os resultados também ilustram que, não obstante, os riscos que o ativismo tem para a reputação da marca e o quão falso pode ser percebido para os consumidores, os líderes das marcas estão empenhados em contribuir para um mundo melhor, desde que as suas posições estejam alinhadas com os seus valores, as suas causas e a sua mensagem.
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Vasiukov, Denis. „Corporate social responsibility in customer-based brand equity: general customers perception of «activia» brand“. Master's thesis, 2017. http://hdl.handle.net/10198/14668.
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Mestrado APNORCorporate Social Responsibility (CSR) is an open and transparent business practices. It is the method based on moral values and respect to staff, community and environment. Corporate social responsibility is scheduled because it is the result of stable values for society in general and for shareholders more specifically (Esmaeilpour & Barjoei, 2016). Nowadays corporations are seriously engaged with CSR initiatives leading to positive social change. CSR norms and codes of conduct outlined by leading branded global corporate actors are a pre-requisite for an entry into many high value international markets. CSR initiative creates benefits for companies in term of increasing consumer identification with the company; customer identifies his or her perception about the company (Esmaeilpour & Barjoei, 2016). The purpose of this research is to describe and analyze how the company’s CSR activities are persuading its customer-based brand equity. For that, the study is focused on general customer’s preferences and attitudes towards «Activia» brand. To achieve the objective there will be conduct of carrying out questionnaires in the places where the target is most likely to appear online and offline. The research includes a cross comparison of the results of customers aged 18-25, 26-35, 36-45 and more than 45 years old, collected in the Russia and Portugal on-line and off-line (on the streets, in the supermarkets or in universities; as well as on mainstream social networks like Facebook). The result showed that generally possible to say that the main satisfaction level of the sample is quite high. It is clear which issues need improvement and which ones work well. It is possible to see that there are differences between male and female satisfaction level that means necessary pay more attention for different gender. It is necessary to pay attention that almost 70 % of respondents can recognize the «Activia» brand among other competing brands. And also it became clear that company should pay more attention to CSR activities to persuading its customer based brand equity.
A Responsabilidade Social Empresarial (RSE) é uma prática comercial aberta e transparente. Tem sido um método que tem por base valores morais e de respeito para com os recursos humanos, comunidade e meio ambiente. A RSE encontra-se em discussão porque é o resultado de valores estáveis para a sociedade em geral e para os acionistas mais especificamente (Esmaeilpour & Barjoei, 2016). As empresas de hoje encontram-se seriamente envolvidas com as iniciativas de RSE que levam a mudanças sociais positivas. As normas de conduta de RSE delineadas pelos principais atores corporativos globais de marca são um pré-requisito para a entrada em muitos mercados internacionais. A iniciativa RSE cria benefícios para as empresas em termos da crescente identificação do consumidor com a empresa, e o cliente identifica sua perceção sobre a empresa (Esmaeilpour & Barjoei, 2016). O objetivo da presente investigação assenta em analisar como as atividades de RSE da empresa estão persuadindo o seu património de marca tendo por base a perceção dos clientes. Para isso, o estudo está focado nas preferências e atitudes gerais do cliente em relação à marca «Activia». Para alcançar o objetivo, aplicou-se um inquérito por questionário online e offline. A investigação inclui uma comparação dos resultados dos clientes com idade entre 18-25, 26-35, 36-45 e mais de 45 anos, recolhidos na Rússia e em Portugal on-line e off-line (nas ruas, no Supermercados ou universidades, bem como a utilização de redes sociais como o Facebook). Os resultados permitem referir que o nível de satisfação global, da amostra inquirida, é bastante elevado. Tornou-se evidente quais as questões precisam de melhorias e quais as que apresentam valores satisfatórios. Foi possível ver que existem diferenças entre o nível de satisfação masculino e feminino relativamente ao RSE, o que significa dar mais atenção a este tipo de assuntos. Ainda, é necessário ter em atenção que quase 70% dos entrevistados podem reconhecer a marca «Activia» entre outras marcas concorrentes. Também ficou claro que a empresa deve prestar mais atenção às atividades de RSE para persuadir a adquiri o produto e respetiva marca tendo por base a orientação para os clientes.
Корпоративная социальная ответственность (КСО) является открытой и прозрачной практикой деловых отношений; этот метод основан на моральных ценностях и уважения к сотрудникам, обществу и окружающей среде. Корпоративная социальная ответственность запланирована, потому что это - результат устойчивых ценностей для общества в целом и для акционеров в частности (Esmaeilpour & Barjoei, 2016). В наши дни корпорации серьезно вовлечены инициативами КСО, приводящими к положительным социальным изменениям. Нормы и кодексы КСО, изложенные ведущими фирменными глобальными корпоративными партнерами, являются предпосылкой для вступления во многие международные рынки с высокими показателями. Инициатива КСО создает преимущества для компаний в плане увеличения идентификации потребителей с компанией; клиент идентифицирует свое мнение о компании (Esmaeilpour & Barjoei, 2016). Цель этого исследования - описать и проанализировать, как деятельность компании в области КСО позволяет убедить своих клиентов в ценности своего бренда. Для этого исследование ориентировано на предпочтения и отношение клиента к бренду «Активиа». Для достижения цели будет проводиться анкетирование в онлайн и офлайн режиме. Исследование включает в себя перекрестное сравнение результатов клиентов в возрасте 18-25 лет, 26-35, 36-45 лет и старше 45 лет, собранных в России и Португалии в режиме онлайн и в офлайн режиме (на улицах, в Супермаркетах или в университетах, а также в социальных сетях, таких как Facebook). Результат показал, что в целом можно сказать, что основной уровень удовлетворенности выборки достаточно высок. Стало ясно какие проблемы нуждаются в улучшении, а какие из них работают хорошо. Можно увидеть, что существуют различия между уровнем удовлетворенности мужчин и женщин, что означает необходимость уделять больше внимания разному полу. Необходимо обратить внимание, что почти 70% респондентов могут признать бренд «Activia» среди других конкурирующих брендов. Кроме того, стало ясно, что компании следует уделять больше внимания деятельности КСО, чтобы убедить ее собственный бренд на основе бренда
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Mendonça, Ana Rita de Olival. „Consumer-brand engagement in OTC medication: Can pharmaceutical companies increase brand usage intentions by improving perceived social media activity?“ Master's thesis, 2020. http://hdl.handle.net/10071/21452.
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The rise in social media brought enormous challenges and opportunities for
companies. These platforms can help increase consumer engagement and allow
companies to monitor and analyse consumer generated content, using that information to
enhance consumers’ brand perception. Hence, it becomes imperative for companies to be
able to provide effective social media marketing communications. However, there are
some sectors that are unable to do it as efficiently as others. This difficulty is reflected in
the pharmaceutical sector, as consumers are less willing to follow this type of brands on
social media. Hence, the purpose of this dissertation is to give an overall analysis of
whether an effective social media usage by pharmaceutical companies can improve
consumer engagement, and lead to brand usage intent. The aim is also to assess whether
consumer involvement and average brand page participation have an impact on this
relationship. The data collection and analysis have been performed through quantitative
analysis, supported by a questionnaire, administered online and built based on the
literature of different authors regarding the previously mentioned topics. Results showed
that for the category of over-the-counter products, consumer involvement is still a
predictor of consumer-brand engagement, with indirect positive effect on brand usage
intent. Furthermore, this study proves a positive impact of perceived social media activity
both on consumer-brand engagement and brand usage intent. This way, pharmaceutical
companies must keep investing in social media channels, working on the development of
content that is appealing for their target consumers.A crescente popularidade das redes sociais trouxe enormes desafios e oportunidades para as empresas. Estas plataformas podem contribuir para o consumerbrand engagement e permitem a monitorização e análise de conteúdo gerado pelo consumidor, com o objetivo de melhorar a perceção que o mesmo tem da marca. Assim, torna-se imperativo que as empresas comuniquem eficazmente nas redes sociais. No entanto, há alguns setores que são incapazes de fazê-lo tão eficientemente quanto outros. Essa dificuldade reflete-se no setor farmacêutico, sendo motivada por uma menor disposição por parte dos consumidores para seguir este tipo de marcas nas redes sociais. Esta dissertação pretende analisar se o uso de redes sociais por empresas no setor farmacêutico pode melhorar o engagement e conduzir à intenção de uso da marca. O objetivo é ainda avaliar se o envolvimento do consumidor e os seus níveis de interação com as marcas em contexto digital influenciam essa relação. A recolha de dados foi feita através de um estudo quantitativo, apoiado por um questionário online, construído com base em estudos de diferentes autores em relação aos conceitos mencionados anteriormente. Os resultados mostraram que, para produtos over-the-counter, o envolvimento do consumidor é um preditor do consumer-brand engagement, com efeito positivo indireto na intenção de uso da marca. Constatou-se ainda um impacto positivo da perceção relativa à presença das marcas nas redes sociais tanto no consumer-brand engagement, como na intenção de uso da marca. Assim, as empresas farmacêuticas devem investir nas redes sociais, trabalhando no desenvolvimento de conteúdo atrativo para os seus consumidores-alvo.
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高婉毓. „The Study of the Relationship among Social Media Usage, Brand Image and Activity Participation: A Case of Nonprofit Social Welfare Organizations’ Facebook Fan Page“. Thesis, 2017. http://ndltd.ncl.edu.tw/handle/brw326.
Der volle Inhalt der QuelleBücher zum Thema "Social brand activism"
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Stefano, Ponte, Hrsg. Brand aid: Shopping well to save the world. Minneapolis, Minn: University of Minnesota Press, 2011.
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Günter Grass auf Tour für Willy Brandt: Die legendäre Wahlkampfreise 1969. Berlin: Links, 2011.
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Thomsa, Jörg-Philipp, Stefanie Wiech und Helmut Frielinghaus. Ein Bürger für Brandt: Der politische Grass. Lübeck: Die Lübecker Museen, 2008.
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Germany), Günter Grass-Haus (Lübeck, Hrsg. Ein Bürger für Brandt: Der politische Grass. Lübeck: Die Lübecker Museen, 2008.
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John, Connolly. Tacamiche: Cruce lejano. El Progreso, Yoro, Honduras, C.A: Editorial "Ramón Amaya Amador", 1999.
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Doyle, Julie, Nathan Farrell und Michael K. Goodman. Celebrities and Climate Change. Oxford University Press, 2017. http://dx.doi.org/10.1093/acrefore/9780190228620.013.596.
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Since the mid-2000s, entertainment celebrities have played increasingly prominent roles in the cultural politics of climate change, ranging from high-profile speeches at UN climate conferences, and social media interactions with their fans, to producing and appearing in documentaries about climate change that help give meaning to and communicate this issue to a wider audience. The role afforded to celebrities as climate change communicators is an outcome of a political environment increasingly influenced by public relations and attuned toward the media’s representation of political ideas, policies, and sentiments. Celebrities act as representatives of mass publics, operating within centers of elite political power. At the same time, celebrities represent the environmental concerns of their audiences; that is, they embody the sentiments of their audiences on the political stage. It is in this context that celebrities have gained their authority as political, social, and environmental “experts,” and the political performances of celebrities provide important ways to engage electorates and audiences with climate change action.More recently, celebrities offer novel engagements with climate change that move beyond scientific data and facilitate more emotional and visceral connections with climate change in the public’s everyday lives. Contemporary celebrities, thus, work to shape how audiences and publics ought to feel about climate change in efforts to get them to act or change their behaviors. These “after data” moments are seen very clearly in Leonardo DiCaprio’s documentary Before the Flood. Yet, with celebrities acting as our emotional witnesses, they not only might bring climate change to greater public attention, but they expand their brand through neoliberalism’s penchant for the commoditization of everything including, as here, care and concern for the environment. As celebrities build up their own personal capital as eco-warriors, they create very real value for the “celebrity industrial complex” that lies behind their climate media interventions. Climate change activism is, through climate celebrities, rendered as spectacle, with celebrities acting as environmental and climate pedagogues framing for audiences the emotionalized problems and solutions to global environmental change. Consequently, celebrities politicize emotions in ways that that remain circumscribed by neoliberal solutions and actions that responsibilize audiences and the public.
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Jones, Geoffrey. Poisoned Earth. Oxford University Press, 2017. http://dx.doi.org/10.1093/oso/9780198706977.003.0003.
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The chapter examines green business during the 1960s and 1970, decades of new environmental awareness. In organic food natural beauty, a number of commercially viable green businesses and brands began to be built, and distribution channels created. There was significant innovation in wind and solar energy in the wake of the first oil crises although they remained marginal in the energy industry. Green entrepreneurs still faced huge obstacles finding both capital and consumers. In the case of the capital-intensive solar energy business, the main solution was to sell start-ups to cash-rich oil companies. Green businesses clustered in hubs of environmental and social activism, such as Berkeley and Boulder in the United States, Allgäu in Germany, and rural areas of Denmark. These clusters enabled small firms to build skills and competences which could eventually be used to expand into more mainstream locations.
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Ron, James, Shannon Golden, David Crow und Archana Pandya. Taking Root. Oxford University Press, 2017. http://dx.doi.org/10.1093/acprof:oso/9780199975044.001.0001.
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The number of rights organizations worldwide has grown exponentially, as the term “human rights” becomes increasingly common among politicians and civil society activists. As international donors pour money into global human rights promotion, many governments—as well as scores of scholars and activists—fear a subtle, Western-led campaign for political, economic, and cultural domination. This book asks: What do publics in the global South think? Drawing on surveys in India, Mexico, Morocco, and Nigeria, the book finds most people are in fact broadly supportive of human rights discourse, trust local, rights-promoting organizations, and do not view human rights as a tool of foreign powers. Pro-human rights constituencies, rather, tend to be highly skeptical of the U.S. government, of multinational corporations, and of their own governments. However, this generalized public support for the human rights “brand” is not grounded in strong commitments of public effort or money, or in dense social ties to the nongovernmental rights sector. Publics in the global South rarely give to their local rights groups, and few local rights organizations attempt to raise funds apart from foreign aid. This strategy is becoming increasingly untenable as governments crack down on foreign aid to civil society. The book also analyzes the complex relationships between religion and human rights, finding that public or social elements of religiosity are often associated with less support for human rights organizations. Personal religiosity, on the other hand, is often associated with more human rights support.
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Wolf, Stacy. Beyond Broadway. Oxford University Press, 2019. http://dx.doi.org/10.1093/oso/9780190639525.001.0001.
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As a ubiquitous national performance form, musical theatre—an utterly American, unapologetically commercial, earnestly popular, middlebrow genre of art and entertainment—has astonishing staying power. Local productions cross economic, racial, and geographic divides, assuming the status of a national folk practice. Shows are handed down across generations, remarkable in a country with so few common cultural experiences. Artists and audiences learn the Broadway canon, absorb the musical’s conventions, and have a lot of fun in the process. “Broadway,” as a globally recognizable brand, maintains its status as musical theatre’s birthplace, but the form persists in American culture thanks to amateur productions at high schools, community theatres, afterschool programs, summer camps, and dinner theatres. Beyond Broadway illustrates the widespread presence and persistence of musical theatre in US culture and examines it as a social practice: a live, visceral experience of creating, watching, and listening. Why does local musical theatre flourish in America? Why do people continue to find it pleasurable? Why do they passionately engage in an old-fashioned, slow artistic practice that requires intense, person-to-person collaboration? Why do audiences still flock to musicals in their hometowns? What does local musical theatre do? Beyond Broadway answers these questions by traveling across America, stopping at elementary schools, a middle school performance festival, afterschool programs, high schools, summer camps, state park outdoor theatres, community theatres, and dinner theatres. This expedition illustrates the musical’s abundance and longevity as a thriving social activity that touches millions of lives.
Buchteile zum Thema "Social brand activism"
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Appel, Molly Dooley. „The Art of the Social Movement Corrective: On Redeeming the Human Rights Narrative in También la lluvia and Our Brand Is Crisis“. In Human Rights, Social Movements and Activism in Contemporary Latin American Cinema, 157–81. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-96208-5_8.
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Popp, Bastian, Chris Horbel und Claas Christian Germelmann. „Nature and Consequences of Social Media-Based Anti-brand Activism Against Sponsors and Investors of Sport Teams: An Abstract“. In Marketing at the Confluence between Entertainment and Analytics, 901–2. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-47331-4_182.
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Dauvergne, Peter. „Mindbombing the Wealthy“. In Environmentalism of the Rich. The MIT Press, 2016. http://dx.doi.org/10.7551/mitpress/9780262034951.003.0010.
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Despite the dangers and risks, as this chapter demonstrates some international NGOs are continuing to challenge oil, mining, and timber companies with confrontational, direct-action campaigns. Chapter 10 opens with the story of the Greenpeace campaign against oil drilling in the Arctic, once again demonstrating the courage and conviction of “eco-warriors,” to use the phrase of Greenpeace founder Bob Hunter. Yet, as this chapter also reveals, Greenpeace is increasingly turning to social media activism, employing humorous videos to call on consumers to boycott well-known brands, such as Kit Kat, Barbie, and Head & Shoulders. In response, some brand manufacturers and retailers, including Nestlé, Mattel, and Procter & Gamble, have discontinued contracts with a few suppliers (such as ones caught clearing tropical forests to produce cardboard or grow oil palm). What Greenpeace is telling consumers is a “victory,” however – such as getting Mattel to package Barbie in a different box – is revealing of how limited eco-consumerism is as a force of global environmental reform.
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Adhikari, Kishalay, und Rajeev Kumar Panda. „Social Media Brand Communities and Brand Loyalty“. In Global Branding, 736–55. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-5225-9282-2.ch036.
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The dynamic, omnipresent, and frequent on-the-go consumer-brand interactions via social media platforms are significantly changing the branding landscape. A profound comprehension of this change is crucial in assessing brand loyalty. Considering the enormous fame of social media and inherent capabilities of brand communities, the purpose of this paper is to exhibit the contributory role of Social media brand communities (SMBC) towards brand loyalty. A Survey-based empirical study involving young consumers was conducted in the selected cities of Bangalore, Kolkata, and Pune. In contrast to prior works (Algesheimer et al., 2005; Laroche et al., 2012), the authors have incorporated Analytical Hierarchy Process (hereafter AHP) in the study to implement and validate new scales. The outcomes of AHP methodology found shared consciousness and social networking as the most-preferred component and activity respectively. These outcomes would assist brand managers in the optimized allocation of communication budget and formulation of competitive branding strategies to tackle intense competition.
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Ardley, Barry, Jialin Hardwick, Lauriane Delarue und Nick Taylor. „Mobile Phone Purchasing and Brand Presence on Facebook“. In Brand Culture and Identity, 643–60. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7116-2.ch035.
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Focusing on the mobile phones sector, this study explores how the social networking site ‘Facebook' is used by consumers in their purchasing. Although there is extensive work on the influences on the buying decision process relevant to mobile phone purchasing, it is mainly set outside of a social media context. This paper assists in filling a gap in contemporary research, revealing the presence of different behavioural segments on Facebook. The authors analyse the consumer decision sequence in response to the notion of ‘brand presence', manifested through online advertising, fan and group pages. The approach is interpretative. The study is based on young professional user's experiences, collected through semi-structured individual and focus group interviews. The findings show that Facebook fan pages are shown to have a degree of influence, particularly in the early stages of buying behaviour. In this context, five novel behavioural segments of consumer interactions with Smartphone brands on Facebook have been identified by the research. These are the Avoider, the Suspicious, the Passive, the Receptive, and the Active. Future research of cross comparative studies could be taken on the issues the authors examine and consider them in relation to not only Facebook, but additionally, to other social network sites. Companies could utilise the findings in the future development of social media strategy. The research highlights the socially networked and collective nature of much activity on Facebook, which impacts on the consumer decision-making process for mobile phones.
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Willis, Michelle. „The Dynamics of Social Media Marketing Content and Customer Retention“. In Leveraging Computer-Mediated Marketing Environments, 1–21. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7344-9.ch001.
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Social media platforms are the key tools to facilitate online engagement; however, to stimulate a discussion, the content published on the platforms is significant as it must appeal to different consumers. The quality of the content and platform type is key to successful engagement. Maintaining positive relationships with consumers is a vital activity for many brands in social media. Trust, satisfaction, fairness, and mutual dependency are key factors to retaining customers. Moreover, positive brand attitudes and higher purchase intentions were found to be linked to positive evaluations of companies' social media postings. To maintain value, firms use social media platforms that facilitate consumer-to-consumer as well as consumer-to-business engagement. Drawing from social influence theory, this chapter explores how social media marketing content (SMMC) impacts customer retention.
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Borland, Kenneth W. „Administrative Response to Activism“. In Exploring the Technological, Societal, and Institutional Dimensions of College Student Activism, 16–28. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7274-9.ch002.
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College student activism can cripple a campus for decades, as evidenced by the tragedies of Kent State University and Jackson State University. To prepare for the engagement of students, college administrators must prepare themselves, both in plans and in mindset, for the possibility of disruptive activism, and this begins with the identification of what acceptable activism can and should include. Building on the mindset that activism can indeed be a good thing, for both students and the institution, administrators must create priorities that protect the welfare of all involved, including the institution's brand and student learning. Subsequent thinking by campus leaders must maintain a humane and liberating response for students, and ultimately, although prepared, campus leaders must have a set of priorities planned that can incorporate and ultimately value the process of students speaking out on campus.
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Soboleva, Alena, Suzan Burton und Aila Khan. „Marketing With Twitter“. In Social Media Marketing, 285–322. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-5637-4.ch015.
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The increasing use of Twitter by businesses has created the challenge of how to measure its effectiveness for marketing communications. Using data based on two years of Twitter activity by leading global brands in the Auto, FMCG and Luxury industries, this chapter presents measures which can be used by practitioners and researchers to assess the effectiveness of marketing communications on Twitter. It discusses the factors that predict consumer engagement with organizational tweets, and different Twitter strategies that have been successfully (and less successfully) used by leading global brands. We also consider the implications for marketing with Twitter, for these and for smaller organizations.
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Candelo, Elena, Cecilia Casalegno und Chiara Civera. „Enhancing Retailer-Consumers Relationship Through Everyday Sustainability“. In Corporate Social Responsibility, 1186–208. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-6192-7.ch061.
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The chapter aims at investigating the effects that the Communication of Corporate Social Responsibility and Sustainability exerts on consumers' perception considering the fast food industry in Italy. the McDonald's case study has been developed through managerial interviews and formal documents analysis in order to report on its strategies for CSR activities implementation and their communication in Italy. Moreover, through surveys conducted in Italy, the case study has been tested on a particular group of young consumers - Generation Z - less influenced by the past McDonald's activity in order to demonstrate how communications of sustainability are better believed and perceived, when a brand has a long tradition of misperceptions.
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Noguti, Valeria, Sonika Singh und David S. Waller. „Gender Differences in Motivations to Use Social Networking Sites“. In Social Media Marketing, 680–95. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-5637-4.ch034.
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This chapter investigates gender differences in motivations to use social networking sites (SNS), a subset of social media. The present research focuses on Facebook given its prominence among currently available SNS. Analysing a survey of university students in Australia, the results indicate that female consumers are more likely than male consumers to use Facebook to seek information (to research and learn new things and to discuss products and brands) and for convenience (to obtain things with little effort). Both of these reasons in turn relate positively to their degree of engagement on Facebook, where engagement is operationalized as cognitive absorption which is a state of deep involvement with an activity.
Konferenzberichte zum Thema "Social brand activism"
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Kamalova, Anara. „The Role and Importance of Social Marketing in the Economy“. In International Conference on Eurasian Economies. Eurasian Economists Association, 2014. http://dx.doi.org/10.36880/c05.01161.
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Today one of the most important problems of the Kyrgyz economy is the involvement of business to the social issues of society and social marketing. The main goal of social marketing is to raise the company's image, because it can promote a brand by solving social problems. Also compliance with the principles of social marketing in activity provides the conditions for the creation of a positive image of a company, political party or a public figure. Despite the fact that global social marketing is growing rapidly, unfortunately, in Kyrgyzstan, it has not yet received adequate development and only some businesses take responsibility for the performance of these functions and occasionally solve social issues. Analyzing the social marketing technologies in Kyrgyzstan, it should be noted that, their use is very unpopular. This is due to the lack of effective support from the government. In our opinion, it is necessary to provide tax breaks for companies that address social issues as well as provide moral and legal support to these enterprises.
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Haskito, Ajeng, und Masdiana Padaga. „Study of Total Lactic Acid Bacteria (LAB) and Antioxidant Activity in Goat Milk Yoghurt Fortification with White Rice Bran Flour“. In Proceedings of the Conference of the International Society for Economics and Social Sciences of Animal Health - South East Asia 2019 (ISESSAH-SEA 2019). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/isessah-19.2019.3.
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