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Dissertations / Theses on the topic 'Social marketing'
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Plakhtynska, V. "Social marketing." Thesis, Sumy State University, 2017. http://essuir.sumdu.edu.ua/handle/123456789/65246.
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Social marketing is very popular nowadays. Many corporations began to deal
with population today. Their goals are not only to satisfy the consumers demand, but
to be closer to them, help with their problems. Some people can say that it is only
commercial activity, but social marketing has a lot of interesting facts.
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Maschio, Gilmar Geraldo. "Marketing social." Florianópolis, SC, 2002. http://repositorio.ufsc.br/xmlui/handle/123456789/83853.
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Dissertação (mestrado) - Universidade Federal de Santa Catarina, Centro Tecnológico. Programa de Pós-Graduação em Engenharia de Produção.Made available in DSpace on 2012-10-20T04:00:48Z (GMT). No. of bitstreams: 0Bitstream added on 2014-09-26T01:10:38Z : No. of bitstreams: 1 192184.pdf: 14179797 bytes, checksum: 21ab3d183fc554507fc3a996fbecc4d8 (MD5)
O ambiente externo e interno impõe exigências à empresa que vão além da esfera econômica. A empresa deve implementar mudanças para garantir sua sustentabilidade frente às exigências que a realidade apresenta como relevantes. Uma das exigências que se consolida em diferentes setores da sociedade é a consciência da necessidade do engajamento do setor empresarial nas questões sociais. São os conceitos de responsabilidade social e ética que consolidam um novo paradigma: o relacionamento entre a empresa, o Estado e a sociedade. Esses três formam uma reciprocidade onde um influencia o outro e contribuem no enfrentamento dos indicadores sociais e para o aumento da qualidade de vida das populações. Nesse sentido, cabe à empresa repensar o seu modelo de gestão, estratégias, estruturas e processos administrativos, incluindo o marketing. A empresa desenvolve filantropia e estratégias de marketing com base em ações sociais, pautada numa tecnologia de administração voltada para a mudança social. É o marketing social conduzido pela organização que consiste na utilização de um conjunto de princípios e técnicas para a promoção de uma causa, idéia, comportamento ou até mesmo, um produto socialmente responsável. O marketing social está voltado às práticas nas áreas de educação, lazer, saúde, trabalhos e outros serviços humanos. Representa uma nova maneira de se conceber o indivíduo e a sociedade, como enfoque de uma empresa cidadã. Uma empresa que adota o marketing social é uma empresa diferente e vigilante na promoção da atualidade de vida da sociedade da qual também faz parte e obtém lucratividade. Torna-se indispensável à empresa com eficiente gerenciamento de estratégias como resposta aos desafios do ambiente e um programa geral de ações para a consecução de objetivos de curto, médio e longo prazo, visando cumprir sua missão. Para adesão de seu projeto e produto social, o plano de marketing precisa ser bem elaborado, organizado e implantado. O processo de planejamento de marketing social consiste em: planejamento, desenvolvimento da mensagem, apresentação do programa ou campanha, implantação avaliação e controle. O conhecimento teórico oportuniza um estudo de caso na empresa têxtil Fiasul, Toledo - PR, no que se refere a percepção do marketing social para a gerência e funcionários. Objetivando-se ao final, a elaboração de estratégias de atuação para a empresa Fiasul no sentido de implementar seu programa de ações e projetos sociais. Marketing social, responsabilidade social e ética tornam-se parte de um conceito mais amplo: do desenvolvimento sustentável e fortalecimento do desempenho econômico, social e ambiental.
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Kos, Anja, and Emelie Östlund. "Social marketing : vad utmärker en framgångsrik social marketing kampanj?" Thesis, Högskolan i Borås, Institutionen Handels- och IT-högskolan, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-17198.
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Social Marketing kampanjer syftar till att genomföra en beteendeförändring hos allmänheten genom användning av olika typer av informationskampanjer.Syftet med denna studie är att ta fram en modell med hjälp av en sammanställd litteraturgenomgång inom social marketing och genom denna sammanställning se vad som utmärker en framgångsrik och en mindre framgångsrik social marketing kampanj. Studien baseras på en kvalitativ undersökning. Det har genomförts en intervju med respektive representant för Rosa Bandet-kampanjen och Mustaschkampen samt en granskning av tidigare datainsamling. Kampanjerna är utformade efter liknande strategier och mål vilket gör att kampanjerna är lika när det kommer till utformningen. Trots att utformningen av de båda kampanjerna är lika har mottagningen av respektive kampanj sett väldigt olika ut.Utifrån studiens resultat kan man utläsa att Mustaschkampens utförande av kampanjen innehåller ett antal bristande val vilket har bidragit till att genomslagskraften sett olika ut för de båda kampanjerna. De brister vi kan utläsa är att Mustaschkampen har valt att rikta in sig på fel målgrupp då deras målgrupp inte var redo för en beteendeförändring. Vi kan även se att marknadsmixen för Rosa Bandet-kampanjen och Mustaschkampen skiljer sig åt.
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Fjellman, Christine, and Emma Jansson. "Marknadsföring via sociala medier : Social Media Marketing." Thesis, Högskolan i Skövde, Institutionen för teknik och samhälle, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-6037.
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The thesis work focuses on marketing and its point of departure centers on mapping the utilization of social media as a form of marketing. The choice of this thesis subject has been deemed by the authors as one of particular interest due to the current popularity of social media in the Internet connected society and their use as marketing tools. Specifically, this thesis sets out to explore how companies exploit social media tools in marketing and how their use affects retail operations and customer relations in an effective and creative way.The report concentrates on qualitative data collection, the interview answers of four respondents, of which, two are considered experts within the field of social media. The choice of suitable respondents was strategic with the goal of covering as large a portion of the social media field as possible; one social media educator that works with companies and one who assists companies with social media applications. The remaining two respondents work in marketing and communications and employ, as part of their job, social media tools such as Facebook and Twitter. The choice of the company study object was based on the sample company’s development of a service centered on social media. Only interviewing individuals working with social media and not consumers, allowed for defining a clear scope for the study and personal interest in the business operators’ viewpoints drove that choice.The theoretical framework comprises the central concepts relationship marketing, traditional marketing, the 4 ps of marketing: product, price, promotion (i.e communication and marketing), and place (distribuation), and lastly 7 steps in creating an effective social media communication platform e.g developing a current communication platform and maintaining active participation which enables one to follow societal developments. Marketers devote more time and resources than ever towards developing relationships with customers emphasizing communication, trust, mutual understanding, and effectiveness. This postulate is central to the importance and focus of this study and the interview responses collected are used to explore the connection between this statement and the importance of social media and discussed in the thesis analysis.One of the primary conclusions of this thesis report is that the companies and retailers that have devoted money and resources towards integrating social media tools into their marketing strategies have benefited, experiencing increased sales turnovers and flourishing retail operations, as well as receiving positive feedback from consumers. These businesses become more accessible and have the opportunity to reach out to a larger number of potential customers; spreading their messages and sharing their history. Social media and the virtual realm, in totality, are becoming increasingly important, company's survival and development opportunities will increase if they use social media in their marketing.Denna rapport är ett examensarbete inriktad på ämnesområdet marknadsföring, där fokus ligger på att klarlägga utnyttjandet av sociala medier som marknadsföringsform. Intresset för studien har sin grund i att sociala medier är så pass aktuella i dagens Internetuppkopplade samhälle att de blivit ett marknadsföringsverktyg. Vi har undersökt hur företag använder sig av sociala medier i sin marknadsföring och hur den påverkar butiksverksamheten och kundrelationen på ett effektivt och kreativt sätt.Rapporten är grundad på intervjusvar från fyra personer. Valet av personer gjordes för att täcka så stor del av branschen som möjligt. Två av dem är så kallade branschmänniskor som dagligen arbetar med sociala medier varav en utbildar företag och en hjälper företag. De två andra personerna som intervjuades har som yrke att marknadsföra och kommunicera sitt företag med hjälp av sociala medier så som Facebook och Twitter. Valet av företag gjordes bland de företag som hade utformat en tjänst kring sociala medier. Anledningen till valet att endast intervjua personer som arbetar med sociala medier och inte konsumenter var att vi ville avgränsa oss och använda näringsidkarens synvinkel då vi själva en dag ska arbeta som butikschefer.Den teoretiska referensramen omfattar benämningar om relationsmarknadsföring, traditionell marknadsföring, de 4 pna inom marknadsföring; produkt, pris, promotion ”marknadsföring” och plats ”distribution”, de sociala mediernas sju steg för att uppnå en aktuell kommunikationsplattform och aktivt deltagande för att följa utvecklingen i dagens samhälle. I den teoretiska referensramen tas även upp vilket kraftfullt marknadsföringsverktyg det sociala nätverket har blivit. Marknadsförare ägnar mer tid och resurser än någonsin för att skapa en relation till sina kunder. Det handlar om kommunikation, förtroende, samförstånd och effektivitet. Detta lyfts fram och jämförs med de intervjusvar vi fått från de olika respondenterna och kommer att presenteras i analysen.De betydande slutsatser som framkommit i rapporten är att de företag och butiker som har tagit till sig de sociala medierna och satsar pengar och resurser på det ser en ökad omsättning på sin försäljning, gynnsam butiksverksamhet och får en positiv respons från konsumenter. De blir mer tillgängliga och har möjlighet att nå ut och sprida sitt budskap och sin historia till fler människor. Den virituella världen och de sociala medierna tar över mer och mer, företags överlevnads och utvecklingsmöjligheter ökar om de använder sig av de sociala medierna i sin marknadsföring.
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Ковальчук, Ю. С. "Social Media Marketing." Thesis, Київський національний університет технологій та дизайну, 2017. https://er.knutd.edu.ua/handle/123456789/8115.
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Hejkalová, Tereza. "Social Guerilla marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-85218.
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The diploma thesis deals with the social guerrilla marketing and its aim is to analyze the social guerrilla campaigns and to evaluate the suitability of the guerilla marketing for the social issues. The theoretical part describes marketing communications, new trends in communication, including guerrilla marketing, and also social marketing and social guerrilla marketing. The practical part includes the market research of guerrilla campaigns. The chosen campaigns are introduced and afterwards analyzed. Lastly, the suitability of this form of communication for the social issues is evaluated and the recommendations for future are suggested.
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Perera, Ana Amélia Brauner. "Projeto poupança florestal: marketing ou marketing social?" Universidade Federal de Pelotas, 2008. http://repositorio.ufpel.edu.br/handle/ri/1575.
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Previous issue date: 2008-11-24The global economy has transformed business and has had a direct impact on regional cultures. It has also interfered on modes of production and personal relationships within business. This process has been followed and stimulated by the use of marketing strategies that create a better acceptability of the market s actions. Marketing produces detailed studies on people s behaviour and makes use of persuasion strategies not only through publicity but by using mechanisms that are gradual and naturally assimilated. Social marketing is an example of such opportunities created by marketing. The Project Poupança Florestal (freely translated as Forest Saving) was developed within this framework, in which it is necessary to construct or consolidate the business image. In order to evaluate the impact of such project in the South of Rio of Grande do Sul estate, in Brazil, the present study has developed a review of literature, documental research, as well as has carried out interviews (open questionnaires) with representative of several social institutions. The analysis of the interviews shows that the majority of the representatives tend to perceive the project as an isolated action which helps improving the image of Votorantim in the south of the Rio Grande do Sul estate (Brazil), but they do not perceive it as having positive impact in the socioeconomic development of the region as a whole.
A economia globalizada transformou as relações empresariais impactando diretamente nas culturas regionais e interferindo, também, nos modos de produção e nas relações pessoais. Esse processo vem sendo acompanhado e estimulado pelo marketing, que se apresenta de várias formas para permitir uma maior aceitabilidade da ação do mercado. Através de um estudo detalhado sobre o comportamento das pessoas o marketing utiliza estratégias de persuasão não mais apenas através da publicidade, mas cria mecanismos que são assimilados de forma natural e gradual. O marketing social é um exemplo destas oportunidades construídas pelo marketing. O Projeto Poupança Florestal foi construído neste ambiente, onde a construção ou consolidação de imagem empresarial se faz necessária. A análise das entrevistas com os representantes da sociedade desenvolvida neste trabalho mostra que eles tendem, em sua maioria, a perceber o projeto como uma ação isolada que auxilia na construção da imagem da Votorantim na zona sul do Estado do Rio Grande do Sul e não percebem resultados positivos no desenvolvimento socioeconômico da região onde o projeto se desenvolve.
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Pimentel, Bernal Carlo Vicenzo, and Palacios Erik Struyf. "Marketing Social - PU100 201801." Universidad Peruana de Ciencias Aplicadas (UPC), 2018. http://hdl.handle.net/10757/623418.
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Curso de la carrera de Comunicación e Imagen Empresarial y Comunicación y Publicidad, de carácter teóricopráctico
dirigido a los estudiantes desde el séptimo ciclo, que busca desarrollar las competencias generales de
"ciudadanía" y "pensamiento innovador" en nivel tres. Ademas, en competencias de facultad se busca
desarrollar la "estrategia comunicacional" en nivel tres.
El consumidor y ciudadano están cambiando. Exigen, muchas veces, que las empresas que fabrican sus
productos se orienten hacia una Economía verde o que se comprometa a causas que mejoren la calidad de vida
del entorno. A la par, las sociedades modernas están plagadas de problemáticas sociales irresueltas que se
tornan en más complejas y que requieren ya no solo la participación de los convencionales actores sociales que
por definición deben hacerse cargo de reducir los efectos nocivos de esos problemas, llámese el Estado a través
de los gobiernos y sus instituciones públicas; así como los organismos internacionales y las organizaciones no
gubernamentales ONG, sino que demandan que el sector empresarial se haga cargo de manera autónoma o
conjunta con otros actores sociales de dichas problemáticas.
Estas situaciones permiten y obligan al profesional de la comunicación a incorporar estrategias y políticas muy
diversas (como las ambientales y de responsabilidad social) que le permitan ser partícipe de las nuevas
demandas empresariales que el puesto y el rol demanda, para lo cual el marketing social se constituye en un
nuevo recurso de gestión en el marco de su perfil y desempeño profesional.
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Mendoza, Cuellar Hector Jose. "Marketing Social - PU100 201800." Universidad Peruana de Ciencias Aplicadas (UPC), 2018. http://hdl.handle.net/10757/623420.
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Curso de la carrera de Comunicación e Imagen Empresarial y Comunicación y Publicidad, de carácter teóricopráctico
dirigido a los estudiantes desde el séptimo ciclo, que busca desarrollar las competencias generales de
"ciudadanía" y "pensamiento innovador" en nivel tres. Ademas, en competencias de facultad se busca
desarrollar la "estrategia comunicacional" en nivel tres.
El consumidor y ciudadano están cambiando. Exigen, muchas veces, que las empresas que fabrican sus
productos se orienten hacia una Economía verde o que se comprometa a causas que mejoren la calidad de vida
del entorno. A la par, las sociedades modernas están plagadas de problemáticas sociales irresueltas que se
tornan en más complejas y que requieren ya no solo la participación de los convencionales actores sociales que
por definición deben hacerse cargo de reducir los efectos nocivos de esos problemas, llámese el Estado a través
de los gobiernos y sus instituciones públicas; así como los organismos internacionales y las organizaciones no
gubernamentales ONG, sino que demandan que el sector empresarial se haga cargo de manera autónoma o
conjunta con otros actores sociales de dichas problemáticas.
Estas situaciones permiten y obligan al profesional de la comunicación a incorporar estrategias y políticas muy
diversas (como las ambientales y de responsabilidad social) que le permitan ser partícipe de las nuevas
demandas empresariales que el puesto y el rol demanda, para lo cual el marketing social se constituye en un
nuevo recurso de gestión en el marco de su perfil y desempeño profesional.
En este curso el alumno ordena las causas, identifica un problema social, sus consecuencias y reconoce los
diversos actores de una problemática social, apartir de ello, escoge las mejores estrategias y diseña tácticas que
permitan cumplir con los objetivos del plan de marketing social para otorgarle un valor adicional a la empresa
y a los productos que esta comercializa.
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Jaffrey, Jarrar. "Social Media and Marketing." Thesis, KTH, Skolan för informations- och kommunikationsteknik (ICT), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-52444.
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During different time era’s different methods of communications has developed and changed the everyday life. Social media has become the way of communication in the 21st-century, enabling us to express our thoughts, ideas and feelings in a complete new way. This way of communication have also had a huge impact on corporations, where they have realized that without a proper plan and social media strategy they have no chance to stand out in the rapidly changing digital space. To ensure a successful presence on social media the companies need to take different marketing theories into consideration so that they can boost their brand in diverse aspects. If this can be combined with innovative ways of consumerinteraction the companies have a good chance to take the lead in social media marketing. To solve the problem with measuring the return on investment, companies such as HP Sweden, can implement tools like social media monitoring. With these tools they will be able to analyze and measure their brand or products on the social space enabling them to optimize their way of marketing. The criteria for a company to pick the right measuring-tool are based on different parameters. Where for a company like HP Sweden, that is relatively new to the social space, it is better to take small and wise steps to first learn and then invest in a praiseworthy tool that is able to cover their needs.Under olika tidsskeden har olika metoder för kommunikation utvecklats med kraftig påverkan på vår vardag. Sociala medier har blivit detta sekels sätt att kommunicera på, vilket har möjliggjort att vi har kunnat uttrycka våra tankar, idéer och känslor på ett helt nytt sätt. Detta sätt att kommunicera har också haft en enorm inverkan på företag, där de har insett att utan en ordentlig sociala media strategi har de ingen chans att sticka ut i den snabbt föränderliga digitala sfären. För att säkerställa en framgångsrik närvaro på sociala medier måste företagen ta olika marknadsföring teorier i beaktande. Detta så att de kan förstärka sitt varumärke i olika aspekter. Om företagen lyckas kombinera detta med innovativa sätt att interagera med konsumenter har de en god chans att ta ledningen i sociala medier. För att lösa problemet med att mäta avkastningen på investeringar, kan företag som HP Sverige, implementera olika mätningsverktyg. Med dessa verktyg kan de analysera och mäta sitt varumärke eller produkter så att de kan optimera sin marknadsföring utefter detta. Måttstocken för att välja rätt verktyg är baserat på olika parametrar. För ett företag som HP Sverige, som är relativt nya inom sociala medier, kan det vara lämpligt att ta små men visa steg där de först kan lära sig använda dessa verktyg för att sedan investera i ett mer avancerat verktyg som både täcker deras behov samt är ekonomiskt fördelaktigt.
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Barroso, Cardarelli Walter Miguel. "Campaña de Marketing Social." Bachelor's thesis, Universidad Nacional de Cuyo. Facultad de Ciencias Políticas y Sociales, 2012. http://bdigital.uncu.edu.ar/5087.
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Hoy en día existe poco interés por parte de la población mendocina, al asesorarse en
temas como la prevención de enfermedades respiratorias, más aun en informarse a
cerca de la tuberculosis, a eso le sumamos la nula difusión masiva por parte de
medios o el mismo gobierno en lanzar campañas de concientización.
Esto provoca una total desinformación dentro del territorio mendocino y conlleva a un
mayor índice de contagios haciendo que el control de las enfermedades sea más
complicado.
Al proceso de desinformación e ignorancia de gran parte de los habitantes de la
provincia, contribuye a un antecedente relevante del proceso comunicativo que se
traslada a las escuelas primarias de Mendoza.
Se advierte una debilidad institucional dentro del núcleo social-salud de las escuelas
en generar ámbitos comunicacionales para la prevención y control de enfermedades
respiratorias.
Dicho de otro modo, el plan de estudios a nivel primario casi no contempla contenidos relacionados con la salud, se puede decir que es una institución débil en contenidos comunicativos e informativos.Fil: Barroso Cardarelli, Walter Miguel. Universidad Nacional de Cuyo. Facultad de Ciencias Políticas y Sociales.
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Дядечко, Алла Миколаївна, Алла Николаевна Дядечко, Alla Mykolaivna Diadechko, and O. A. Vasylieva. "Social media marketing strategy." Thesis, Видавництво СумДУ, 2011. http://essuir.sumdu.edu.ua/handle/123456789/13474.
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Kučinskaitė, Kamilė. "Socialinio marketingo priemonių taikymo jaunimo aktyvaus laisvalaikio skatinimui Jonavos ir Kėdainių miestuose vertinimas." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2014~D_20140620_090331-02170.
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Darbo objektas - socialinio marketingo priemonių taikymas aktyvaus laisvalaikio skatinimui.
Probleminis klausimas. Kaip taikyti socialinio marketingo priemones jaunimo aktyviam laisvalaikiui skatinti?
Darbo tikslas – įvertinti socialinio marketingo priemonių taikymą jaunimo aktyvaus laisvalaikio skatinimui Jonavos ir Kėdainių miestuose.
Darbo uždaviniai:
1. Atskleisti socialinio marketingo teorinius aspektus;
2. Įvertinti socialinio marketingo priemones, taikomas aktyvaus laisvalaikio skatinimui Jonavos ir Kėdainių miestuose;
3. Identifikuoti socialinio marketingo priemones, taikytinas jaunimo aktyvaus laisvalaikio skatinimui Jonavos ir Kėdainių miestuose.
Darbo metodai:
mokslinės literatūros analizė;
anketinė apklausa;
aprašomoji statistinė duomenų analizė;
Rezultatai, išvados, pasiūlymai:
Socialinio marketingo paskirtis – ne įsakynėti žmonėms, ką ir kaip jiems daryti, o nukreipti juos teigiama linkme, pakeisti jų gyvenimą į gerąją pusę. Dažniausiai jis bando spręsti problemas susijusias su sveikata ar aplinkosauga. Norimi rezultatai neateina taip greitai kaip norėtūsi, tačiau dažniausiai jie būna ilgalaikiai ir teigiami.
Tokia socialinio marketingo priemone, kaip reklama, galime paskatinti Jonavos ir Kėdainių jaunimą savo laisvalaikį leisti aktyviau. Išsiaiškinome, kad šių miestų jaunimas labiausiai pastebi lauko reklamą, bei reklamą spaudoje ir internete. Taigi jei reklamuojant aktyvius laisvalaikio praleidimo būdus būtų panaudoti tokie teigiami faktoriai, kaip... [toliau žr. visą tekstą]The object - social marketing measures to promote active leisure. Issues. How to apply social marketing tools to promote youth active leisure? The aim – identify social marketing measures to promote active leisure among youth in Jonava and Kėdainiai cities. Tasks: 1. to expose the social marketing aspects of the theoretical; 2. to evaluate social marketing tools applied active leisure promotion in Jonava and Kėdainiai cities; 3. Identify the social marketing tools, which are used to promote active leisure in jonava and kėdainiai cities. Methods: analysis of scientific literature; questionnaire; descriptive statistical analysis of the data; The results, conclusions, recommendations: Social marketing is trying to change not only individuals but also society well-established attitude to certain things. In most cases social marketing is trying to solve the problems related to health or the environment. The desired results do not come as quickly as we would like, but they are usually long-term and positive. This social marketing tool like advertising, we can encourage Jonava and Kėdainiai cities young people to spend their leisure time more active. We found that most of these urban youth most observes outdoor advertising and advertising in press and online advertising. If promoting active leisure activities we use such positive factors as the original presentation, unusual, information, famous people, humor and the idea, we can achieve great results.
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Bourjot-Deparis, Julien. "L'étiquetage social au service du marketing social." Thesis, Paris 9, 2015. http://www.theses.fr/2015PA090056.
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L’étiquetage social est une technique de persuasion qui consiste à attribuer à un individu une étiquette (sous forme de trait de personnalité ou de valeur) dans le but de le voir se conformer à celle-ci. Cette approche, qui est par essence positive pour l’individu cible car elle est basée sur un étiquetage de valeurs socialement valorisées, permet d’obtenir de bons résultats sur les changements de comportements. Ce travail de thèse se propose spécifiquement d’interroger l’efficacité de l’étiquetage social dans une démarche de marketing social. A l’aide de quatre études expérimentales, nous testons la pertinence de la méthode dans les domaines de la citoyenneté et des impôts (études 1.1 & 1.2), de la consommation étudiante de drogue et d’alcool (étude 2), et de la sensibilisation à l’écologie d’enfants (étude 3). Nous montrons que la technique peut être efficace dans une démarche de communication sociale, mais nécessite pour cela un effort préalable de compréhension des spécificités du contexte d’applicationSocial labeling is a persuasion technique which consists of assigning a label to an individual (i.e. personality trait or value) in order to see him/her comply with it. This approach, which is positive for the target individual because it is based on labeling socially valued qualities, provides good results on behavioral changes. This work intends to question the effectiveness of social labeling in a social marketing approach. Using four experimental studies, we test the relevance of the method in the areas of citizenship and taxes (studies 1.1 & 1.2), students drug and alcohol use (study 2), and children environmental awareness (study 3). We show that the technique can be effective in a social communications approach, but requires an appropriate understanding of the application context
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Wigmo, Johan, and Edvard Wikström. "Social Media Marketing : What role can social media play as a marketing tool?" Thesis, Växjö University, School of Mathematics and Systems Engineering, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-5916.
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Hastings, Gerard B. "The essentials of social marketing." Thesis, University of Strathclyde, 1988. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.493285.
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Petersen, J. "Social marketing and public health." Thesis, University College London (University of London), 2009. http://discovery.ucl.ac.uk/18925/.
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The public health field exists to safeguard the general public from health risks by controlling risk factors, classically through immunization programmes that prevent or control epidemics, or through actions such as monitoring the quality of drinking water. In our post-industrialised society, risk factors other than the environment, such as diet, exercise, tobacco and alcohol use, have grown in importance. The policy response to the growing demand upon healthcare services arising from chronic diseases caused by changing lifestyle factors has taking different forms, and these include targeting vulnerable groups using health promoting campaigns. This thesis addresses some of the challenges and opportunities in public health campaigns and healthcare planning that arise from the growing repositories of data that can be made available for targeting at the individual and small area level in a public health setting. The first part sets the scene by describing the concepts of health, public health and social marketing. The intention is to pave the way for broader discussions – in the progress of the thesis – about healthcare planning, population health, and social processes in the light of targeted public health interventions. Part two addresses the problems and possible solutions to a number issues in healthcare planning, starting with studies at the individual, then moving to organisations and ending with area classifications. The thesis draws on a number of case studies for targeting in a public health context including frequent accident and emergency users, teenage users of abortion services, women’s breast screening uptake, GP registration, and the neighbourhood characteristics of chronic disease patients. Finally, part three provides a synopsis of both context (part one), results (part two) and future perspectives on how routinely collected healthcare data can be used to create evidence for the planning of new cost-effective interventions.
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Santos, Carlos Oliveira. "Marketing social nas políticas públicas." Doctoral thesis, Faculdade de Ciências Sociais e Humanas, Universidade Nova de Lisboa, 2013. http://hdl.handle.net/10362/8607.
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Tese apresentada para cumprimento dos requisitos necessários
à obtenção do grau de Doutor em Ciência Política, variante de Políticas PúblicasEsta tese estuda um processo de políticas públicas que levou à incorporação do marketing social, com o propósito de melhoria de comportamentos dos cidadãos, procurando demonstrar como uma abordagem cognitiva explica a sua génese, desenvolvimento e implementação. Partindo dos fundamentos teóricos do marketing social, na ciência e na teoria política, assim como no próprio pensamento e processamento do marketing, aquela abordagem cognitiva, com base no método dos referenciais em políticas públicas (référentiels; cf. Jobert & Muller, 1987), desenvolve-se através de uma pesquisa de estudo de um caso, considerado crucial, o das políticas inglesas para a saúde pública, traduzido numa estratégia nacional de marketing social, iniciada em 2004. Procura-se, assim, demonstrar que a abordagem cognitiva é coerente e válida, cientificamente, na compreensão e explicação deste processo político, podendo este estudo do caso inglês, com a produção teórica e instrumental que o acompanha, servir a concepção e desenvolvimento de políticas semelhantes, noutras situações e países, de acordo com adequados critérios de transferência de políticas e de implementação.
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Mendonça, Bianca Soraya Soares Vilhena de. "Plano de marketing operacional : lojas sociais da Social Mind." Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/11239.
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Mestrado em MarketingA Social Mind é uma empresa social que não visa maximizar o lucro, visa sim, ser auto-sustentada, no sentido de poder promover acções de teambuilding no âmbito da responsabilidade social e implementar projectos sociais, nomeadamente, Lojas Sociais. O estudo realizado, trata da elaboração de um plano de marketing operacional, para as Lojas Sociais da Social Mind - Lookall Social. Nesse sentido, a metodologia utilizada foi Action Research, a recolha de informação foi feita com base em observação directa e visitas de cliente mistério, bem como através da aplicação de entrevistas e utilização de dados secundários. A revisão de literatura e a aplicação de conceitos teóricos ao nível do planeamento de marketing social permitiram a aplicação de um mix mais adequado, com especial destaque o P - Partnership que promove a co-criação entre vários interlocutores no sentido de implementar um projecto social, neste caso Loja Social, que promova o combate à subsidiodependência das IPSS e promova a capacidade de se tornar auto-sustentável. A mais-valia deste estudo para a Social Mind é poder apresentar junto dos sponsors e instituições parceiras, um modelo de implementação de Lojas Sociais - Lookall Social, mais estruturado; conseguindo assim transmitir uma imagem de idoneidade e profissionalismo. É importante referir que a sustentabilidade financeira da Social Mind é conseguida com a implementação de uma Loja Social por mês e para o efeito existem um conjunto de medidas a serem seguidas, nomeadamente ao nível de angariação de sponsors.
Social Mind is a enterprise witch principal aim is not maximize profit, in spite of that, being self sustained is a goal. The core business of SM is to develop social responsible teambuilding's events and to implement social projects, examples of that are the Social Stores ? Lookall Social. This project focus is on a operational marketing plan for Social Mind, in a more concrete way for Lookall Social, a social store that promotes an increasing social response and less dependency of the social security funds. The used methodology was action research, since this plan was built upon a real issue and with the support of the company. The data collection was based on direct observation, mystery client visits as well as interviews and secondary data. The revision of literature and the application of theoretical concepts of marketing plans ensure a much more suitable Marketing Mix approach, with a special relevance of the P that stands for Partnership, once this P, promotes a co-creation effort that involves the major parts of the social project, sponsors, institutions, volunteers and the local community. The biggest asset of this study for Social Mind, is to have a operational plan concept, that assures at a short term, economical and financial sustainability with the implementation of only one social store per month, as well as a very concrete action plan to implement social stores and to delight actual and future sponsors.
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Lahtinen, Ville. "Assessing the effectiveness of the marketing mix in social marketing." Thesis, Griffith University, 2018. http://hdl.handle.net/10072/381271.
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This research investigates whether a program utilising a full commercial marketing mix (4P) is more effective than a program using a promotion-only approach in increasing fruit and vegetable (FV) intake of children. Additionally, this research examines the effectiveness of the parental component of the same program examining the attitudes, subjective norms, behavioural control and intentions of parents for serving more fruit and vegetables to their children. Finally, the last study investigates the benefits and barriers of parents for serving fruit and vegetables, as separate groups of food, to their children as a first step to enhance the effectiveness of the parent component of the program.
This research program responds to previous criticisms in social marketing about the relevance of the marketing mix. While social marketers such as Gordon (2012), Peattie & Peattie (2003), Wood (2008) and Tapp & Spotswood (2013) have criticised the marketing mix their criticisms are not founded on empirical data examining the effectiveness of the 4Ps. Further, systematic social marketing literature reviews show that most social marketing programs do not use the full marketing mix (4P) and most programs rely on promotion strategies (Carins & Rundle-Thiele, 2014b; Kubacki, Ronto, Lahtinen, Pang, & Rundle-Thiele, 2017; Kubacki, Rundle-Thiele, Lahtinen, & Parkinson, 2015; Kubacki, Rundle-Thiele, Pang, & Buyucek, 2015). Therefore before one can criticise the marketing mix or develop new models (see Tapp & Spotswood, 2013) and move beyond the 4Ps altogether, fundamental field experimental research is required to test whether a 4P approach is superior to a 1P approach. As a result, the first research question in Study 1 is:
RQ1: Is an intervention using 4Ps more effective than an intervention using only 1P in increasing FV intake for Finnish children?
The study demonstrated that the program using a full commercial marketing mix (4Ps) was more effective than the program using a promotion-only approach in creating behaviour change. The children participating in the 4P program showed a significant increase in FV intake at breakfast and breakfast and dinner combined. The children in the 1P program and control group showed no significant differences. Future research could benefit from empirically testing alternative marketing mix models. The second study aims to expand views beyond the downstream audience (children) and focus on an important midstream audience, the parents, who have a significant impact on their children’s FV intake. The social marketing discipline has been known for focusing on downstream audiences, while the importance of midstream and upstream audiences has been recently acknowledged (Gordon, 2013; Hoek & Jones, 2011; Russell-Bennett, Wood, & Previte, 2013). To contribute to the midstream literature in social marketing, the second research question asks:
RQ2: Can a social marketing FV campaign increase the attitudes, subjective norms, perceived behavioural control, and intentions for parents to serve more FVs to their children?
The results of the study showed some promising effects for the parent component, as there was a significant increase in subjective norms and behavioural control towards parents serving more FV to their children. The control settings showed significant decreases in attitudes and subjective norms of parents when considering to serve FVs to the children. While the results showed some promise, future research is needed to build a more effective parent program component.
Finally, Study 3 investigates the barriers and benefits for parents for serving fruits and vegetables for their children. While the previous literature has examined the barriers and benefits of fruits and vegetables as one single group; this study aimed to understand if the barriers and benefits were different for fruits and vegetables. This led to the last two research questions:
RQ3a: What are the perceived benefits and barriers for Finnish parents when serving fruit for their children?
RQ3b: What are the perceived benefits and barriers for Finnish parents when serving vegetables for their children?
The results showed that the benefits and barriers are very different for fruits than they are for vegetables. Additionally, most of the benefits and barriers were fruit or vegetables specific, and cannot be generalised to a whole fruit or vegetable category. Limitations of the research and future research directions are outlined.Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
Dept of Marketing
Griffith Business School
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Shaw, Alan. "Enhancing the social ecological framework : a social marketing solution." Thesis, University of Hull, 2016. http://eprints.hud.ac.uk/31188/.
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Purpose – Social marketing has been criticised for mainly focusing on the individual and not the wider environmental impacts. Collins, Tapp and Pressley (2010) began the process of tackling this issue by introducing the Social Ecological Framework (SEF). The SEF is based on Bronfenbrenner’s (1977) Ecological Theory, but it utilises his first iteration. This thesis has enhanced the framework by incorporating Bronfenbrenner’s (2005) Person-Process-Context-Time Model. Design/methodology/approach – The study utilises a mixed methods approach with a single case study: examining why individuals living with diabetes chose to attend (or not) a structured education course in England. It examines the attitudes of the patients, healthcare professionals and administrators of the NHS. Findings – The research identified that there was a large disparity in the types of services provided by the various PCTs. Many patients were unaware of the courses and that they should have been offered a place: the key driver, which dictated the types of services provided by the NHS was money. The patient’s decision to attend or not was influenced by a variety of factors that were correlated to wider environmental issues, or more specifically Bronfenbrenner’s PPCT model. Research implications/limitations – Utilising Bronfenbrenner’s PPCT model within the SEF has positive implications to the process. Researchers and practitioners will now have a new way of addressing social marketing issues. The study’s scope was limited to a ‘health’ social marketing review, further research will be required to confirm it relevance across the wider social marketing domain. Practical implications – Diabetes is a growing chronic condition that accounts for approximately 11% many nation health service providers’ budgets. Diabetes structured education is proven to empower patients and reduce costs but many of these patients are failing to engage with the process. The enhanced SEF that this research is providing may solve the issue. Originality/value – The study provides an example of social marketers having to deal with multiple complex behaviour changes. It also addresses a concern that is continually raised by the social marketing fraternity: researchers tend to focus on the individual. Keywords – Social marketing, Social Ecological Framework, Ecological Theory, Bio-Ecological Theory, Bronfenbrenner, PPCT Model (Person, Process, Context and Time), diabetes and diabetes structured education.
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Nascimento, Fabiano Pucci do. "Responsabilidade social e marketing social: dois estudos de caso." reponame:Repositório Institucional do FGV, 2002. http://hdl.handle.net/10438/4095.
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Previous issue date: 2002The objective of this research was to identify and to determine the foremost elements present in the development of social responsibility actions and social marketing programs in industrial units of two enterprises, located in Curitiba: Bosch and Inepar. Aspects related to the social management under the Post-Industrial 80ciety paradigm, the social responsibility and the social marketing were analyzed on the theoretical-empirical basis. 8pecifically in the these last two subjects, its basis formation and concepts evolution were deeply analyzed, as well as the different interpretations, treatments, uses and motivations to accomplish social character programs. lhe method that characterizes this research is the study of two distinct cases. lhe data were obtained through bibliographical analysis, internai documents analysis and externai communications, advertisements and brochures, direct observation and by semi-structured interviews, with managers and personnel of the studied enterprises, involved in the organization and conduction of social practices. lhe analysis was realized in a descriptive-qualitative formo lhe collected data revealed the existence of consonance and dissonance between the social responsibility and social marketing practice, and the enterprises discourse. lhe study main objective was to amplify the understanding about the social responsibility and social marketing practiced by the private sector, having as a reference their players vision within present social and economical rationalities that establish a new relationship model between the 8tate, enterprises and civil society.
o objetivo desta pesquisa foi a identificação e a determinação dos principais elementos presentes no desenvolvimento de ações de responsabilidade social e programas de marketing social em unidades industriais de duas empresas, da iniciativa privada, localizadas em Curitiba: Bosch e Inepar. Na base teóricoempírica, foram analisados os aspectos referentes à gestão social sob o paradigma da Sociedade Pós-Industrial, à responsabilidade social e ao marketing social. Especificamente nestes dois últimos temas foi aprofundada a análise de suas bases de formação e a evolução de seus conceitos, bem como suas diferentes interpretações, tratamentos, usos e motivações para a efetivação de programas de cunho social. O método que caracteriza esta pesquisa é o de dois estudos de caso distintos. Os dados foram obtidos mediante pesquisa bibliográfica, análise de documentos internos e peças de comunicação externas, observação direta e por meio de entrevistas semi-estruturadas, realizadas com os dirigentes e funcionários das organizações estudadas, envolvidos na condução e organização de práticas sociais. A análise foi efetuada de forma descritivo-qualitativa. Os dados coletados revelaram a existência de consonâncias e dissonâncias entre a prática da responsabilidade social e do marketing social e o discurso apresentado pelas empresas. O objetivo maior do estudo foi ampliar o entendimento acerca da responsabilidade social e do marketing social praticado pela iniciativa privada, tendo como referência a visão de seus integrantes, dentro das atuais racionalidades econômica e social que estabelecem um novo modelo de relacionamento entre Estado, empresas e sociedade civil.
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Saqib, Muhammad. "Social media marketing : Acquiring customer loyalty and relationship management using social media as a marketing channel." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Informatik, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-31811.
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Abstract Social media is a marketing phenomenon that is growing very fast. Social media helps creating value for customers in broadcasting the advertising among social networks. Blog posts, videos, pictures, reviews and ratings all have a significant impact on marketing. The purpose of the thesis is to investigate how companies can achieve customer loyalty and customer relationship management using social media marketing and if companies can target new customers by social media. An inductive research approach was used in the study. Semi-structured interviews were performed with interviewees from two companies. A survey questionnaire was answered by 100 social media users which were also customers of the companies. The findings show that there are certain constraints in social media such as risk of user information security when their information can be shared with the companies so that companies can do better marketing research. Word of mouth is spread on social media where new customers are targeted. Social media is providing new channels for support, advertisement and acting as a news feed tool to keep customers up to date about recent events and news. The company stated that no extra resources were required to market on social media.
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Paliwal, Gunjan. "Social media marketing : opportunities and challenges." Thesis, Massachusetts Institute of Technology, 2015. http://hdl.handle.net/1721.1/98997.
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Thesis: S.M. in Management Research, Massachusetts Institute of Technology, Sloan School of Management, 2015.Cataloged from PDF version of thesis. Vita.
Includes bibliographical references (pages 72-78).
Over the last few years, we have seen a rapid growth in social media space that is largely due to the fast growing number of internet users and network platforms all over the world. As more and more people start using the internet, they in time start connecting with one another via various social media platforms some of the largest being Facebook, Twitter, and LinkedIn. Social media provide potential opportunities for the marketers to connect with a large audience in real time. Here, customers and companies can communicate with each other with no time lag and without any third party intervention. Consequently, these companies can benefit from much deeper customer interactions, relationships and insights. However to benefit from social media the marketers need to overcome several challenges. In my present research, I have tried to address some of the key issues that surround businesses and marketers today while dealing with social media marketing. For example: How to build an effective social media strategy? What are some of the frameworks and tools that can be utilized in the process? How to measure ROI on social media? Keywords: social media, social media marketing, marketers, the internet, platforms, social networks, Facebook, Twitter, Linkedln, YouTube, Google.
by Gunjan Paliwal.
S.M. in Management Research
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Faried, Aamir. "Social media marketing strategies forweb startups." Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-190837.
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A successful startup requires not only great product but also requires effective marketing strategy. After explosion of internet, online marketing has changed the way brands and businesses approach market using technology and digital marketing. The penetration of social media platforms in large audience gave birth to new marketing channel called social media marketing. Social media marketing can be very effective for startups with right planning and good execution. While talking about social media strategy, different people talked about different things and available social media marketing strategies are scattered in terms of context and content and it is difficult for startups to find out the one that can help them with their newly started venture, especially in their early stage. So the purpose of this thesis to go through all available social media strategies in literature and device a common framework that can help and guide startups to adopt social media marketing.
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Samková, Barbora. "Social media marketing českých mobilních operátorů." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-149848.
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The aim of this thesis is to analyze the possibility of presentation of the company in an environment of social media with a focus on Twitter, to determine whether the presence of the company in this environment can affect (positively) brand perception and finally to recommend how the company should communicate on Twitter. The theoretical part describes definitions and the basic principles of social media and social media marketing based on the knowledge gained from literature, surveys and statistics. In the practical part, the mentions of the brand are quantitatively and qualitatively analyzed, the long-term trend is then compared with the specific campaign. All this is complemented by a questionnaire survey, which aims to determine whether and how people communicate with brands via social media. The findings of this section, together with the experience in managing profiles on social networks are finally summarized in the recommendations of communication on Twitter.
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Tam, Kam Chuen. "Adolescent cigarette smoking and social marketing." HKBU Institutional Repository, 1996. http://repository.hkbu.edu.hk/etd_ra/57.
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Colliander, Jonas. "Socially acceptable? : exploring consumer responses to marketing in social media." Doctoral thesis, Handelshögskolan i Stockholm, Institutionen för Marknadsföring och strategi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-1930.
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Baretta, Marco <1997>. "The importance of social media marketing and social capital for social enterprises." Master's Degree Thesis, Università Ca' Foscari Venezia, 2022. http://hdl.handle.net/10579/20918.
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Il modo di fare impresa ha subito in tempi recenti un cambio di approccio nella sua concezione. Il paradigma liberista, riassumibile dalla citazione di Milton Friedman secondo cui l’unica responsabilità sociale di un business è di usare qualsiasi mezzo consentito per incrementare i propri profitti purché si rimanga nelle regole del gioco, ovvero la partecipazione al libero mercato senza ricorrere a inganni o truffe, non è più applicabile alla lettera. L’emergenza della crisi ambientale e la crescente consapevolezza dei consumatori in tema di sostenibilità, anche sociale, mettono pressione alle aziende per adottare policy e strategie che difendano i principi figli di queste preoccupazione tanto quanto perseguano obiettivi di carattere economico e commerciale. Tutto ciò, assieme alla tendenza di molti governi a privatizzare sempre di più la fornitura di servizi sociali essenziali, ha creato grosse opportunità di mercato per le cosiddette imprese sociali, le quali crescono esponenzialmente in quantità e di conseguenza iniziano a fare i conti con meccanismi competitivi tra esse stesse per la conquista di fruitori. L’obiettivo di questo lavoro di tesi è quello di individuare alcuni suggerimenti per conquistare un vantaggio competitivo tramite le reti sociali e il corretto utilizzo dei social media.
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Comandini, Chiara. "Social Media Marketing: Integrazione dei social network nella strategia aziendale." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2018. http://amslaurea.unibo.it/15194/.
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La rivoluzione tecnologica che caratterizza l'era digitale si sta rivelando un fenomeno di massa che ha profondamente modificato il modo di agire e di pensare delle persone. La globalizzazione, l’evoluzione delle tecnologie e la digitalizzazione degli accessi alle informazioni sono i principali fattori che hanno determinato profondi cambiamenti sui mercati, sulle imprese e sui consumatori. Il Web è diventato un elemento fondamentale della quotidianità delle persone, ed è in grado di raggiungere gli individui in qualsiasi luogo o in qualsiasi momento. Nel contesto economico, le tecnologie informatiche coinvolgono le relazioni tra le imprese e il consumatore, e le singole componenti del marketing mix. Dal punto di vista sociale, permettono a milioni di persone di scambiarsi informazioni, di costruire una rete relazionale e comunicativa priva di barriere geografiche, di creare contenuti diversificati in qualsiasi parte del mondo. Queste potenzialità hanno costretto imprese e individui a prendere coscienza di un cambiamento radicale nel paradigma del marketing. La figura del consumatore assume un ruolo centrale e un’importanza molto diversa rispetto all’entità passiva tipica del marketing tradizionale: gli “utenti 2.0” utilizzano i numerosi strumenti digitali a loro disposizione per partecipare attivamente alle community che si sono create sulla Rete, condividendo opinioni e ricercando informazioni sui prodotti e servizi. Le imprese hanno la possibilità di sfruttare questa fonte di conoscenza gratuita e largamente disponibile per meglio comprendere le esigenze e i reali bisogni del target di riferimento, adattando di conseguenza l'offerta. I social network sono le piattaforme su cui avviene la maggior parte degli scambi relazionali tra gli utenti, e le imprese che intendono competere in un mercato globale orientando la propria comunicazione sul Web devono integrare questi new media nella propria strategia, distribuendo contenuti creativi e monitorando l'attività online.
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Qureshi, Muhammad Farhan Wahid. "Role of Social Marketing in Social Enterprises : The Case of Gavle." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-19036.
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Aim: The aim of the study is to investigate how social enterprises can use social marketing for image building, and changing behaviors in the society. Methodology: A qualitative method was used, based on 10 interviews from two social enterprises in Gavle. The data was collected through face-to-face, and email interviews Results and Conclusions: The study explored that social enterprises are focused on relationship marketing and more people oriented. Major social marketing components they are using are word of mouth, networking, online presence, and awareness campaigns. Suggestions for Future Work: A quantitative study can be conducted in order to have in depth analysis from targeted audience point of view. Furthermore, research can also be conducted by asking target audience the importance of relations in social causes, and by including networks such as cooperation with other companies of social enterprises, or donors. Contribution of Thesis: This study contributes on three levels, theoretical, managerial and societal. Theoretically this study adds to the ongoing research in social marketing and social enterprises as it combines the both. Additionally this study also indicates that social marketing is focused on relational aspects of marketing. On the societal level this study shows how social marketing affects people by changing their behaviors. Managerial contribution refers to the fact that social marketing is an important tool, since many social enterprises are on the rise, so social marketing can be used in order to get more fruitful results in the social cause oriented businesses.
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Rémy, Eric. "Le lien social dans les échanges marchands de service : concept de services de lien et habillage social." Rouen, 2000. http://www.theses.fr/2000ROUEL350.
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Cette recherche a pour objet l'importance et l'appréhension du lien social dans les échanges marchands de service. Dans un premier temps, il s'agit de revenir sur l'émergence de cette problématique et de proposer une lecture sociale de la relation de service en développant le concept de services de lien. Dans un second temps, à partir de la théorie du don et des économies de la grandeur, il convient de concevoir cette socialisation comme un habillage social qui vient entourer l'échange marchand. Une étude de cet habillage social est proposée dans quatre entreprises de la distribution. Avec ses règles propres, le lien social peut être considéré comme un facteur de différenciation.
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Grönlund, Sophie, and Tommy Schytt. "The use of data in social media marketing : An explorative study of data insights in social media marketing." Thesis, Umeå universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-139211.
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The marketing possibilities on the Internet is growing and so are social media marketing. The budget devoted for marketing activities on social media is constantly increasining every year and the time users are spending on social media is also increasing. Among the increasing activities comes a vast amount of data which create endless of opportunities for companies to optimize their marketing activities. In marketing the most important has always been to know your customers and how to reach out to them. The Internet and data that comes with it has made it possible for companies to get to know their customers even better and to reach them with more precision if data is correctly used. A gap was identified from the litterature search which showed that it is not always clear how to utilize social media for marketing and it is not easy to analyze and interpret the data derived from social media. This has lead to a lack of knowledge on how data can be used for social media activities. From the identified gap regarding data usage in social media marketing, a research question was formulated: “How is data used in brand’s strategies for social media?” A qualitative research design conducting semi-structured interviews was used to examine the research question. A purposeful sample of eleven respondents, defined as experts within the research field, from ten different companies was selected. A pilot study was carried out to get insights in the identified gap, to set a base for the theoretical framework, and to optimize the interview questions. All respondents represented agencies except for the respondent in the pilot study. Academics and business communities are interested in how data is used in marketing purposes and therefore it was elaborated further in this thesis to how data can be used in social media activities. Branding activities are becoming more engaged with its customers, thus marketers need to keep up to date with the new and emerging trends. Furthermore, the aim was to explore how data is used in social media marketing and how data affect decisions in social media strategies. The results found in this study shows that data is used to define audiences on social media and to enable a greater reach of the messages for the audiences. The audience is defined by data analysis mostly based on consumer behavior in social media. To achive reach marketers use programmatic buying tools, which are based on data and ultimatley enables conversions among the audience. Data is also analyzed by opinion mining where data insights can show what topics customers are engaged in. Data insights can further give direction on how content can encourage engagement among the targeted audience. Lastly, the result shows that it is important to have knowledge about how to analyze, interpret, and use data insights in order to create successful social media activites.
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Herbst, Judith M. "How Australian social enterprises use strategic marketing and social marketing to drive accountability and change for sustainable development." Thesis, Queensland University of Technology, 2017. https://eprints.qut.edu.au/103631/1/Judith%20Herbst%20Thesis.pdf.
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This multiple case study investigation examines how strategic marketing, social marketing and accountability were applied across diverse Australian social enterprises to attain sustainable missions. Evidence revealed that organisations exploit horizontal and vertical marketing to forge partnerships that enhance their resources and capabilities. This research has implications for marketing management by highlighting the benefits of coopetition to enrich interorganisational relationships within the third sector. Working in this systematic way facilitates co-creation of social value to enhance livelihoods, increase social services and build resilience within communities. The thesis also demonstrated positive outcomes from integrated reporting in small- to medium-sized enterprises.
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Karasová, Eva. "Facebook a marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-151522.
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The main aim of this thesis is to verify the suitability of the use of Facebook as the main tool of communication mix within a specific marketing campaign. Individual Facebook applications will be analyzed and provide the basis for the practical part of the work. On this basis, the project consists of using social networking site Facebook for a particular company and will subsequently be analyzed in two campaigns that take place on the social network. The analysis will be carried out market research among potential customers of the company. The analysis of the results of research respondents reveals the structure of social networks the target group. The operational objective will design and content of subsequent Facebook campaign for the company.
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Berg, Linnea, and Lisa Sterner. "Marketing on Instagram : A qualitative study on how companies make use of Instagram as a marketing tool." Thesis, Umeå universitet, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-109786.
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The last years technological developments have lead to significant improvements in Internet usage, availability and the way people interact online. Recent statistics show how Internet and foremost social media usage increases rapidly, which have been noticed by companies, increasing their presence on social media platforms as well. Previous research has extensively been conducted within the area of social media marketing. However, the focus has mainly been put on platforms such as Facebook, Twitter and social media platforms in general. The purpose of this qualitative thesis is to get a deeper understanding of how companies currently make use of the social media platform Instagram for marketing purposes and activities. Moreover, the thesis aims to investigate companies’ awareness and concern regarding their potential reach of 12-15 year olds on Instagram. The thesis aims to provide new insights that can be added to contemporary research within the field of social media marketing. The research question of concern is: How do companies make use of Instagram as a marketing tool? Semi-structured interviews were conducted on seven marketers working for Swedish companies present on Instagram. The empirical findings were analysed and presented through the different building blocks in Kietzmann et al., (2011) Honeycomb of social media, which worked as a foundational skeleton to the study. Other relevant theories were additionally compared with the empirical findings and four themes or approaches were determined. Two main, and one minor theme or approaches of how companies make use of Instagram as a marketing tool were determined. The first approach of Instagram marketing includes companies that we have chosen to call the “rookies”. They are relatively new to Instagram and/or have not been distinctively active in the way they interact on the platform. The rookies share characteristic of being in an experimental stage, trying to find their optimal usage of Instagram. The second approach of Instagram marketing includes companies that we have chosen to call the “Oldies”. A characteristic identified among these companies is a rather extensive Instagram experience, gained either through long-term presence or through distinct active presence during a shorter period of time. However, Company 4 could not be included in any of the above-identified approaches, as their marketing tendencies on Instagram follow a slightly different character. Their specific approach of Instagram marketing belongs to what we have chosen to call “The exception”. It was moreover brought to surface that the interviewed marketers seemed to have no ethical concern regarding the increasingly present 12-15 year olds on Instagram, as they do not believe they reach this group of young users. The final conclusion is how all of these approaches generate from the fact that Instagram is new platform where companies are learning by doing how to best make use of the unique characteristics of Instagram. We would like to encourage firms planning to create an Instagram account to embrace some of these characteristics. 1. The real-time aspect; Instagram users feed constantly updates with the latest content, creates an excellent opportunity for marketers to promote goods and products at a relevant and specific point in time. 2. Hashtags; as Instagram allow for little statistical information we argue that hashtags are great tools for reaching out to specific customer groups. By using hashtags connected to certain topics of interest among ones targeted users, companies can arguably attain enhanced customer interest.
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Tariq, Muhammad, and Abdul ghaffar. "Social Media Marketing vs. Prevalent Marketing Practices Master Thesis : A Study of Marketing Approaches for Micro firms in Sweden." Thesis, Jönköping University, JIBS, Centre for Innovation Systems, Entrepreneurship and Growth, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12527.
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Background In Sweden almost 90% of businesses are micro in nature which plays a pivotal role in the economy by generating employment opportunities as well as serving a source of instilling entrepreneurial spirit and innovation. Due to their invaluable contributions to the economy, their survival through revenue generating marketing practices has become an area of much more interest than ever realized before. A common misconception prevalent is that marketing in micro businesses is just a miniature of larger enterprises. This is why earlier researchers have paid scarce treatment to marketing practices in micro businesses as evident from the scant published material on the topic, making it an intriguing area to study. Currently much hype has been created about social media applications like Facebook, Twitter, LinkedIn etc and their marketing value for small businesses. It is therefore, in this thesis we study social media and prevalent marketing practices in the context of micro business. Purpose Micro firms are often cash-strapped which limits their revenue generating ability through prevalent marketing practices which are resource intensive. In the back drop of all the hype about social media as a marketing tool we got the clue to find the right marketing approaches for these businesses regarding the choice of prevalent practices and social media as a new marketing tool. To achieve this purpose, we have formulated the following research questions.RQ1.Which of the two types of marketing is more effective in terms of targeted segment coverage and expenditures? RQ2.Which marketing approach enables micro firms to maintain better relationships with customers? RQ3.Whether or not it is the right time for micro firms in Sweden to adopt social media marketing practices? Method A qualitative approach has been used to achieve the exploratory purpose of the thesis. Overall; eight micro firms were chosen from a convenience sample, representing different regions and industries of Sweden. In the first phase, two pilot semi-structured interviews were conducted to attain a better understanding of the phenomenon under study. Later, six more semi-structured interviews were carried out from micro businesses representing different sectors in Skövde, Mariestad and Jönköping Counties. Conclusion This thesis suggests that micro businesses are mostly marketing weak organizations (MWO) as they are sales oriented and see marketing as more of a luxury. Micro businesses in the sample reveal a tendency to carry out marketing activities in a haphazard manner which limits their likelihood of achieving their targets. It has also been indicated that conventional approach to reach target segments, still has a strong effect on micro firms in Sweden and is therefore more appropriate for them as majority of their customers are geographically concentrated as well as a major strata of these are yet to start active participation on the social media landscape. In terms of costs social media Given, the small population of Sweden, it has also been showed that micro businesses are keeping good customer relationship with customers via word-of-mouth marketing which is considered as instrumental for success of majority of micro business. At the same time, this finding does not indicate any clear picture as to which form of marketing is doing better for these businesses. In terms of social media adoption the findings indicate that micro businesses see social media as a great marketing opportunity in which micro businesses can compete on a level playing field with their larger counterparts. This study also concludes that social media is in infancy stages of its development in Sweden as people though they are present on the social media landscape, but have not yet, thought of it as a mainstream marketing channel. Therefore, it is suggested that micro firms in Sweden need to adpot a
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Maria, Audrey. "SUSTAINABILITY MARKETING COMMUNICATION." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-37024.
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ABSTRACT Title: Sustainability marketing communication Student: Audrey Maria Supervisor:Venilton Reinert Purpose of the study: Understand how the companies build their communication message to achieve their sustainable positioning. Research Question: How today’s companies integrate sustainability in their communicationmessage to position themselves as a sustainable company? Method: This study uses a qualitative approach that analyses 3 different case studies of business to consumer (B2C) companies.The empirical data have been collected witha content analysis of the companies’ communication activities. Results and Recommendations: This study shows how it is important for companies to communicate about their sustainable activities and values, to be relevant, transparent and credible towards the target. This can be done by using communication channels in an integrated way and avoiding negative appeals in the message content. Keywords:Sustainability Marketing Communication, Sustainability, Message content, Promotion mix.
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Сичов, Д. О. "Social Media Marketing, як новий вид маркетингу." Thesis, Київський національний універститет технологій та дизайну, 2017. https://er.knutd.edu.ua/handle/123456789/10241.
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Пелих, О. В. "Social Media Marketing на телебаченні: добірка матеріалів." Master's thesis, Сумський державний університет, 2019. http://essuir.sumdu.edu.ua/handle/123456789/75467.
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У роботі з’ясовано особливості smm-просування; зроблено SWOT- та PESТ-аналіз телеканалу «UA: Суми» та визначено особливості сприйняття, перегляду та поширення матеріалів реципієнтами. Мета роботи полягає у створенні рекламних матеріалів та розробці стратегії для SMM-просування сумського телеканалу «UA: Суми» у соцмрежах.
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Widawska-Stanisz, A. "Elements of gamification in social marketing compaigns." Thesis, Tkachov O.O, 2016. http://essuir.sumdu.edu.ua/handle/123456789/47094.
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The goal of this article is to present the essences of gamification and possibilities which are given by using it in the marketing work. Special attention was paid to activities of social marketing, which superior task is to
pay direct attention to social problems, to change the social consciousness of given problem, to present the results of some behaviours and to support activities serving the change of attitudes.
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Хоменко, Лілія Миколаївна, Лилия Николаевна Хоменко, and Liliia Mykolaivna Khomenko. "Social marketing communications for blood donors retention." Thesis, Сумський державний університет, 2020. https://essuir.sumdu.edu.ua/handle/123456789/80806.
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Creating a solid foundation for safe blood donation requires a long-term approach, using an effective marketing program to recruit and retain existing volunteer donors. Considering this, it is especially relevant to study the positive foreign experience in the development of free voluntary regular blood donation. The purpose of the paper is to analyze the marketing tools application in the blood services of various countries. The blood service needs to use a combination of various marketing tools to retain exist blood donors. For primary donors, in order to encourage re-donation, it is advisable to issue a donor ID, a donor phone sticker and a leaflet with information about donation benefits. It is advisable to use the site, social networks, and the mobile app for a reminder. The fact of the blood using should be reported via SMS or message on Viber / Telegram / WhatsApp. It is advisable to perform donor activity once a month: drawing contests, poems contests or songs contests about donating. Also we can choose the best donor and volunteer. Donor retention is a complex and long-term process that requires the involvement of a range of marketing tools. But it can provides a significant social impact, which is much higher than marketing expenses.
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Sikorska, Małgorzata, and P. G. Pererva. "Social media marketing: the nature and components." Thesis, НТУ "ХПІ", 2017. http://repository.kpi.kharkov.ua/handle/KhPI-Press/31152.
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We believe that the solution to this problem lies in constructing models that compile on an abstract level, the nature of real processes management taking into account the characteristics of the business environment. This means that predictive models should focus lag the trends of the past, the rationality of plans for the future and adaptability to the emerging patterns of reality.
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Brickler, Abigail. "Social Engagements: Facebook, Twitter, and Arts Marketing." University of Akron / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=akron1555949375427389.
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Dehqan, Agri. "Podcast Social Marketing: : “Selling Integration like soap”." Thesis, KTH, Skolan för datavetenskap och kommunikation (CSC), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-210751.
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To identify key issues concerning the use of Swedish Radio’s podcasts as a vehicle for social marketing to promote integration, a thematic analysis was conducted on podcasts published by the Kurdish department of Swedish Radio (SR) during one week. From a total of 37 published podcasts which were analyzed during the chosen time frame, three central themes were identified: (a) crime and criminality, (b) incidents and events related to different municipalities and at state level in Sweden at the time, and (c) issues related to refugees and immigration in Sweden. Each of these central themes comprised sub-themes, which provided further insights into the type of topics the Kurdish department of SR discussed during the one-week time span. Data from this study suggests that although SR Kurdish has the means to be used as a social marketing tool to promote integration in Sweden, this potential is far from being fully utilized.För att identifiera huvudproblematiken beträffande användandet av Sveriges Radio’s (SR) podcast som ett socialt verktyg för att stärka integrationen, utarbetades en tematisk analys över podcasts publicerade av den kurdiska avdelningen på SR under en vecka. Från totalt 37 publicerade podcasts, togs tre stycken teman fram: (a) brott och kriminalitet, (b) olyckor och incidenter relaterade till olika kommuner och på statlig nivå i Sverige, och (c) frågeställningar relaterade till flyktingar och immigration i Sverige. I varje centralt tema är det ett flertal underteman som ger en ökad insikt i vilken typ av ämnen den kurdiska avdelningen på SR diskuterade under den angivna tidsperioden. Utifrån denna studie kan det fastställas att även om den kurdiska avdelningen på SR användes som ett socialt verktyg för att stärka integrationen, är potentialen av detta långt ifrån fullt utnyttjad.
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Ip, Lai Cheng. "Mining on social network community for marketing." Thesis, University of Macau, 2018. http://umaclib3.umac.mo/record=b3950661.
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Aslay, Çiğdem. "From viral marketing to social advertising: ad allocation under social influence." Doctoral thesis, Universitat Pompeu Fabra, 2016. http://hdl.handle.net/10803/401679.
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This thesis constitutes one of the first investigations that lie at the intersection of social influence propagation, viral marketing, and social advertising. The objective of this thesis is to take the algorithmic aspects of viral marketing out of the lab, and further enhance these aspects to account for the real world social advertisement models, by drawing on the viral marketing literature to study social influence aware ad allocation for social advertising. To this end, we take a first step towards enabling social influence online analytics in support of viral marketing decision making, and propose efficient influence indexing framework that can accurately answer topic-aware viral marketing queries with milliseconds response time. We then initiate investigation in the area of social advertising through the viral marketing lens, aligned with real world social advertisement models, and introduce two fundamental optimization problems, regarding the allocation of ads to social network users under social influence. We devise greedy approximation algorithms with provable approximation guarantees for the novel problems introduced. We also develop scalable versions of our approximation algorithms by leveraging the notion of reverse reachability sampling on social graphs, and experimentally confirm that our algorithms are scalable and deliver high quality solutions.Aquesta tesi constitueix una de les primeres investigacions en la intersecció entre propagació d'influència social, màrqueting viral i publicitat social. L'objectiu d'aquesta tesi és treure els aspectes algorítmics de màrqueting viral fora del laboratori, i millorar-los per tenir en compte els models de publicitat del món real en xarxes socials, fent ús de la literatura del màrqueting viral per estudiar l'assignació d'anuncis basada en la influència social per a la publicitat en xarxes socials. Amb aquesta finalitat, hem pres un primer pas cap al desenvolupament de anàlisi d'influència social en línia que ajudin en la presa de decisions en el màrqueting viral, i proposem un marc per a la indexació eficient d'influència que pugui respondre amb precisió a les consultes de màrqueting viral orientades a temes específics amb temps de resposta de mil·lisegons. A continuació, comencem una investigació en l'àrea de la publicitat social a través de la lent del màrqueting viral, en línia amb models de publicitat del món real, i introduïm dos nous problemes d'optimització pel que fa a l'assignació d'anuncis als usuaris de la xarxa social sota la influència social, amb garanties d'aproximació demostrables. També desenvolupem una versió escalable dels nostres algoritmes d'aproximació aprofitant la noció de presa de mostres d'accessibilitat inversa en grafs socials, i confirmem experimentalment que els nostres algoritmes són escalables i ofereixen solucions d'alta qualitat.
Esta tesis constituye una de las primeras investigaciones en la intersección entre propagación de influencia social, marketing viral y publicidad social. El objetivo es sacar los aspectos algorítmicos de marketing viral fuera del laboratorio, y mejorarlos para tener en cuenta los modelos de publicidad del mundo real en redes sociales, haciendo uso de la literatura de marketing viral para estudiar asignación de anuncios basada en la influencia social. Con este fin, tomamos un primer paso hacia el desarrollo de análisis de influencia social en línea que ayuden en la toma de decisiones en el marketing viral, y proponemos un marco para la indexación eficiente de influencia que pueda responder con precisión a las consultas de marketing viral orientadas a temas específicos con tiempo de respuesta de milisegundos. A continuación, iniciamos una investigación en el área de la publicidad social a través de la lente del marketing viral, en línea con modelos de publicidad del mundo real, e introducimos dos nuevos problemas de optimización respecto a la asignación de anuncios a los usuarios de la red social bajo la influencia social, con garantías de aproximación demostrables. También desarrollamos una versión escalable de nuestros algoritmos de aproximación aprovechando la noción de toma de muestras de accesibilidad inversa en grafos sociales, y confirmamos experimentalmente que nuestros algoritmos son escalables y ofrecen soluciones de alta calidad.
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Lauri, Mary Ann. "The social psychology of social marketing : promoting organ donation in Malta." Thesis, University of London, 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.250175.
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Pressley, Ashley. "Cultural capital, social capital and communities of practice in social marketing." Thesis, Cardiff University, 2015. http://orca.cf.ac.uk/69685/.
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The overall goal of this thesis is to examine three divergent literature streams, cultural capital, social capital and communities of practice (CoPs), in the context of social marketing theory. The thesis explores the means through which social and cultural capital are exchanged between two groups using social marketing techniques within a CoP framework and considers anti-social behaviour, experiential marketing and relationship marketing literatures. Four theoretical propositions are examined using mixed method and longitudinal action research approaches within a practical road safety intervention. The goal of the ‘live’ intervention sought to encourage the adoption of advanced driving practices in a group of young male drivers. Behaviour change was measured pre- and post- intervention using In Vehicle Data Recorders (IVDRs), questionnaire surveys and measured driver assessments. Supplementary qualitative insights were generated using observations, one-to-one interviews and focus groups. An understanding of advanced driving practices was achieved through extensive participation in advanced driver training by the researcher. The results of the investigation identified two groups of road users each exhibiting distinct tastes and preferences within a framework of concepts derived from the work of French sociologist Pierre Bourdieu. The evidence suggests that following intervention, and including the socialisation of these groups, a positive shift occurred in the adoption of advanced driving practices. Contribution is made to social marketing theory through the application of Bourdieu’s cultural capital ‘taste zones’ applied to a social marketing context. Social marketing is then portrayed as playing a ‘bridging’ function between two groups. This approach portrays the role of social marketing as a facilitator of positive ‘customer–customer’ interactions as opposed to a more traditional ‘customer–change-agent’ orientation. Furthermore, the CoP concept is suggested as a viable mechanism through which this modified orientation can be achieved. Key words: social marketing, cultural capital, social capital, communities of practice, road safety, advanced driving.
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Karkotli, Gilson Rihan. "Importância da responsabilidade social para implementação do marketing social nas organizações." Florianópolis, SC, 2002. http://repositorio.ufsc.br/xmlui/handle/123456789/83062.
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Dissertação (mestrado) - Universidade Federal de Santa Catarina, Centro Tecnológico. Programa de Pós-Graduação em Engenharia de Produção.Made available in DSpace on 2012-10-19T20:39:44Z (GMT). No. of bitstreams: 1 185436.pdf: 248824 bytes, checksum: b1251c6bf76354082f9ecd145b9a6d38 (MD5)
Muitas vezes as organizações confundem o marketing social com filantropia, ou seja, amor à humanidade, pois o atendimento à área social, no passado, era feito por senhoras da sociedade que, realizando obras sociais, exercitavam sua vocação filantrópica. Hoje, a gerência por intenções já não encontra mais espaço no mercado. Com o crescimento do Terceiro Setor - tanto em volume de recursos financeiros quanto em relevância social e política - e sua conseqüente profissionalização, as modernas técnicas de gestão dos negócios foram, pouco a pouco, incorporadas à área social. A sociedade também espera e cobra resultados concretos efetivos - capazes de transformar organizações e pessoas carentes em cidadãos que exercitem seus direitos fundamentais. O marketing social com base na responsabilidade social, pode chegar a construir em longo prazo um valor diferencial para a marca e uma vantagem competitiva para as empresas. Hoje em dia existem conhecimento e técnicas para organizar e colocar em práticas programas efetivos de mudança social em qualquer área de assunto social, tanto local quanto nacional. Originar a mudança social que melhore a vida é um desafio das campanhas sociais e o objetivo do marketing social.