Dissertations / Theses on the topic 'Societal marketing'
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Guimarães, Antonio Fernando. "Marketing verde e a propaganda ecológica: uma análise da estrutura da comunicação em anúncios impressos." Universidade de São Paulo, 2006. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-19102006-153357/.
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Este trabalho, apresenta a análise de conteúdo de um conjunto de anúncios ecológicos impressos, obtidos de empresas de setores econômicos diversos. Objetivou a analisar a estrutura implícita desses anúncios, os apelos ecológicos utilizados, o grau de profundidade com que o assunto ecologia era tratado pelas empresas pesquisadas. Começa com uma revisão do referencial teórico abordando parâmetros da responsabilidade social; conceitos de marketing estratégico e do marketing operacional; o marketing societal e as relações entre a comunicação integrada de marketing e o marketing ambiental. Como estrutura de análise, selecionou-se uma amostra de anúncios impressos escolhidos por conveniência e por meio de uma análise estatística multivariada, utilizando a técnica do Escalonamento Multidimensional (MDS), obteve-se um mapa perceptual que posiciona as empresas de acordo com critérios de similaridade entre si. Uma outra técnica de estatística multivariada - Análise de Conglomerados foi aplicada para definir no mapa perceptual, os conglomerados que agrupam as empresas que se caracterizam por serem mais homogêneas entre si.This work presents an analysis of a sample of printed environmental ads attained from companies of several economic sectors. The purpose was to analyse the implicit structure of such an ads; its environmental appeals; the depth of the ecologic matter was treated by the researched companies. It satarts with a careful analysis of the theory concerning the social responsibility; the strategic and operational marketing concepts; the societal marketing and the relationship of the integrated marketing communications and the green marketing. As analytical framework was used a convenience sample of printed ads and by a multivariate data analysis using the MDS Multidimensional Scalling technic, a perceptual mapping was built to positioning the companies in terms of similarity judments. Another multivariate technic Hyerarchical Cluster Analysis was used as to define, in the perceptual mapping, the clusters that contain the companies that was characterized as to be homogeneous among themselves.
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Mulcahy, Natasha. "Investigating the relationship between consumer societal knowledge and the purchase of socially-conscious products: Testing the assumptions of the societal marketing concept." Queensland University of Technology, 2005. http://eprints.qut.edu.au/16135/.
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Societal marketing - marketing based on socially or environmentally conscious attributes, has for many years been considered an accepted chapter of marketing theory. However, consumer response to many socially-conscious products never met expectations - prompting marketing researchers to re-examine the assumptions underpinning the societal marketing theory. One such assumption is that, given consumer concern for environmental and social issues, there is a positive, significant relationship between consumer societal knowledge and the purchase of socially-conscious products. However, the few studies which have examined this relationship have failed to provide consistent results, and thus the nature of the relationship remains unclear. It is argued within this thesis that the equivocation of results may have been a methodological artefact, as investigations often used general rather than specific measures and excluded moderating variables from their theoretical models. Adopting a mixed-method approach, this study first used qualitative interviews to identify moderating variables which may impact the relationship between the knowledge and purchase. The identified potential moderating variables were then incorporated into quantitative, survey research which was used to examine the nature of the relationship between consumer societal knowledge and the purchase of socially-conscious products. The study found that the relationship between the variables is both positive and significant, but weak. The results revealed that one contextual variable, Health, moderated the relationship between knowledge and purchase. The results also suggest the more traditional product attribute of price remains the most significant predictor of purchase - far greater than the consumers' societal knowledge.
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Veliaj, Erjola, and Brittany Holtsinger. "Corporate Image Enhancement in Extractive Industries. : LAMCO case through a societal marketing perspective." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-19126.
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This paper discusses the nature of extractive industries operating in less developed countries and the exploitative image they are faced with. In order to address this issue, this paper presents a thorough analysis of societal marketing by considering social initiatives undertaken by corporations to enhance wellfare in the host country. The positive attributes of societal marketing are emphasized through bottom up development and exemplified through LAMCO case study. These factors, along with the invloved actors, all contribute to the enhancement of the corporate image.
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Carbonari, Junior Antonio Carlos. "Marketing ambiental: uma abordagem sob a perspectiva do desenvolvimento sustentável perante organizações da região nordeste do RS." reponame:Repositório Institucional da UNIVATES, 2009. http://hdl.handle.net/10737/73.
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Neste período, em que se tem observado profundas e significativas transformações organizacionais ocorridas em concomitância com as questões e problemas ambientais de âmbito global, o presente trabalho teve como objetivo em um primeiro momento, aprofundar através de um estudo exploratório de caráter bibliográfico o histórico, a evolução e os principais conceitos sobre desenvolvimento sustentável, juntamente com uma abordagem das motivações e criticas da adoção desta questão filosófica e sua permeabilidade nas organizações como assunto estratégico, outro fator foi às relações praticas de responsabilidade que as organizações destinam a sociedade, caracterizando alguns problemas potenciais e sua estrutura referente ao meio ambiente. O referencial teórico ainda tratou do tema marketing analisando suas formas, abordagens evolutivas, conceitos, tendências em relação ao mercado passando pelas suas aplicações societal, social e finalmente ambiental. Em um segundo momento o que ofereceu encaminhamento a esta pesquisa foi à realização de um estudo qualitativo por meio de entrevistas semi-estruturadas com empresários e gestores tomadores de decisões estratégicas e de questões ambientais em suas organizações. Sendo que dezesseis companhias, dos mais diversos setores da economia do norte gaúcho, participaram da busca pela identificação e análise do conhecimento que as mesmas possuem sobre o desenvolvimento sustentável e o marketing com ênfase ambiental, bem como o posicionamento assumido por elas no mercado e comunidade que estão inseridos observando a utilização das questões do estudo e suas conexões práticas. Espera-se com este trabalho explicitar o caráter estratégico do marketing ambiental perante o desenvolvimento sustentável e ampliar a reflexão sobre a possibilidade de se aplicar esta ferramenta como fator de ganho sócio-ambiental.
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Liao, Mei-Na. "The operationalisation of the marketing concept in a nonprofit context : a study of societal orientation in UK general charities." Thesis, University of Exeter, 2005. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.414035.
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Adam, Nadine. "Analysis of new luxury, societal changes and implications for the marketing of automotive premium brands at the beginning of the 21st century." Thesis, University of the West of Scotland, 2017. https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.763525.
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Berthaud, Stéphanie. "Efficacité d'une publicité de soutien : effet de l'articulation du parrainage et rôles médiateurs de la congruence perçue, de l'inconguence perçue et de la crédibilité du parrain." Thesis, Grenoble, 2013. http://www.theses.fr/2013GRENG014.
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Cette recherche se positionne dans un contexte de parrainage d'une cause par une marque, et plus précisément dans le cadre d'une publicité de soutien en faveur d'une cause environnementale. Elle vise notamment à répondre à la problématique suivante : comment améliorer l'efficacité d'une publicité de soutien ? La littérature a mis en exergue le rôle majeur joué par la congruence/incongruence perçue entre le parrain et l'entité parrainée, mais ce concept fait néanmoins débat depuis plus de trente ans dans la littérature marketing (Fleck et Maille, 2010 ; Maille et Fleck, 2011). Les objectifs de la recherche imposent une phase importante de meilleure compréhension du concept et de sa mesure (études 1 et 2). L'étude 3, utilisant de manière originale l'approche tétraclasse, propose une nouvelle conceptualisation basée sur l'identification des éléments de contribution à la congruence et à l'incongruence. Sur la base de ces résultats, deux outils de mesure sont proposés permettant de mieux appréhender la congruence perçue et l'incongruence perçue (étude 4). Puis cette recherche étudie, au moyen d'une expérimentation (étude 5), dans quelle mesure et de quelle manière l'articulation du parrainage (explication du lien entre le parrain et l'entité parrainée) peut influencer les intentions comportementales envers la cause soutenue. Les résultats soulignent que la congruence perçue, l'incongruence perçue et la crédibilité du parrain sont médiatrices de l'effet de l'articulation du parrainage sur les intentions comportementales envers la cause soutenue, mais avec une différence d'effet entre congruence et incongruence. En effet, si l'articulation du parrainage influence positivement la crédibilité du parrain en augmentant la congruence perçue et en diminuant l'incongruence perçue entre la marque et l'organisation non commerciale, l'effet de la congruence perçue sur les intentions comportementales envers la cause n'est pas médiatisé par la crédibilité perçue du parrain, à la différence de l'effet de l'incongruence perçue qui est bien médiatisé par cette crédibilitéThis research takes place in the context of cause sponsoring by a brand, and more precisely within the framework of environmental issue advocacy advertising. It aims in particular at answering the following question: how to improve the efficiency of advocacy advertising? Previous research highlighted the major role played by perceived congruency/incongruency between the sponsor and the sponsored entity, but this concept has been still discussed for more than thirty years in the marketing literature (Fleck and Maille, 2010; Maille and Fleck, 2011). The objectives of this research require to better understand the concept and its measure (studies 1 and 2). Study 3 uses in an original way the tetraclass approach to propose a new conceptualization of the concept based on the identification of elements that contribute to congruency and to incongruency. Based on these results, two measurement tools allowing to separately capture perceived congruency and perceived incongruency are proposed (study 4). Then this research examines through an experiment (study 5) to what extent and how sponsorship articulation (the explanation of the link between the sponsor and the sponsored entity) can influence behavioral intentions toward the supported cause. The results underline that perceived congruency, perceived incongruency and sponsor credibility mediate the effect of sponsorship articulation on behavioral intentions toward the supported cause but throughout a different effect on perceived congruency and on perceived incongruency: 1/sponsorship articulation influences positively sponsor credibility due to an increase in perceived congruency and a decrease in perceived incongruency between the brand and the not commercial organization, 2/ the effect of perceived congruency on behavioral intentions toward the cause is not explained by sponsor credibility while the effect of perceived incongruency is explained by sponsor credibility
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Wisansing, Jutamas. "Tourism planning and destination marketing : towards a community-driven approach : a case of Thailand." Lincoln University, 2004. http://hdl.handle.net/10182/671.
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This thesis argues that while analysing markets and developing strategies to exploit the external market place and to attract tourists remains a central focus for tourism marketers, it is not enough on its own to achieve sustainable tourism destination development. The researcher substantiates this argument by exploring the 'participatory tourism planning' concept in detail. Based on this approach, the community is identified as a primary customer for whom tourism marketers have ignored involving in their marketing attention, messages and programmes. The fundamental concept - marketing orientation and customer orientation - combined with emerging marketing theories were reviewed in order to help examine how destination marketing, a community-driven approach, should be implemented within a destination area. This examination of marketing and community based tourism planning set a platform for this research. This analysis examines relevance, applicability and potential for an integration of these two pervasive approaches for tourism planning. Guided by the theoretical examination, an integrated community-based tourism planning and marketing model was proposed. In order to explore gaps between the proposed model and its practicality, three destination areas (Phuket, Samui and Songkla-Hatyai) in Thailand were studied and evaluated. At this pragmatic level, this thesis identified impediments confronting national and local tourism organisations. The findings of this study draw a particular attention to institutional challenges which require clear identification of responsibilities and coordination of all actors involved in the planning and marketing process. These selected case studies have not only provided critical commentaries to assist tourism planners improve strategically their marketing approaches within community tourism planning, but they also have helped provide avenues for future research.
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Gustafsson, Filip, and Matilda Sparrenhök. "Företagens krishantering under samhällskriser : Betydande faktorer för hanteringen." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-35122.
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Syfte: Syftet är att undersöka företagens hantering av en samhällskris. Vilka faktorer är av vikt för att inte utsätta företaget för risker och utveckla samhällskrisen till en varumärkeskris? Studien utforskar hur dessa faktorer påverkar den faktiska krishanteringen under covid-19 pandemin och vilken skepnad dessa överväganden tar. Metod: Metoden som använts i studien är av kvalitativ karaktär. Data samlades in genom strukturerade intervjuer av nio personer med ledningsposition och kunskap om företagets hantering av covid-19 pandemin. Resultat och slutsats: Studien visar att företagens hantering av samhällskriser skiljer sig från hantering av varumärkeskriser. Faktorerna som påverkar hanteringen under kriserna är desamma men de skiljer sig från hur dessa faktorer prioriteras beroende på krisens form. Studien visar att personalen är den enskilt viktigaste faktorn för företagen att ta hänsyn till vid krishantering under en samhällskris för att undvika att den utvecklas till en varumärkeskris. Examensarbete bidrag: Studien utökar forskningen kring krishanteringen och kommer med nya insikter till ett knapphändigt utforskat ämne som är företagens krishantering vid samhällskriser. Vilka bakomliggande faktorer som är viktiga sett utifrån ett marknadsföringsperspektiv för att kontrollera effekterna av en samhällskris för att inte utveckla en varumärkeskris. Förslag till fortsatt forskning: Ett förslag är att undersöka företag som drabbats negativt av covid-19 pandemin för att göra en jämförande analys och validera resultaten från denna studie.Aim: This study aims to explore the management of a societal crisis by firms. Which factors are important as to not expose the firm of turning the societal crisis into a full-blown brand crisis? The study explores how these factors affect the actual crisis management during the covid-19 pandemic and the shape these considerations take. Design: A qualitative method was applied. Data was collected through open-ended interviews with nine persons in leading positions with knowledge of the firms' management during the covid-19 pandemic. Results and conclusion: The study shows that management during societal crises differs from the management during a brand crisis. While the factors that influence the management during a societal crisis are the same as during a brand crisis the importance of each factor changes. This work further shows that focusing on the employees as the single most important aspect of crisis management during a societal crisis can help the firm avoid facing a brand crisis. Contributions of the thesis: This study expands the crisis management research and provides new insight into a scarcely researched area when it comes to crisis management during societal crises. What factors are important from a marketing perspective to contain the effects of a societal crisis and avoid turning it into a brand crisis. Suggestions for further research: A suggestion is to study firms that have been negatively affected by the covid-19 pandemic to make comparative analysis and validate the findings from this study.
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Sengès, Eloïse. "Antécédents, manifestations et effets du Bien Vieillir Désiré sur la consommation des seniors." Thesis, Paris Sciences et Lettres (ComUE), 2016. http://www.theses.fr/2016PSLED033.
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Enjeu important pour le marketing des seniors, le concept de bien vieillir demeure peu investigué par la recherche en marketing. Nous introduisons un nouveau concept, le Bien Vieillir Désiré (BVD), qui fait référence aux objectifs psychologiques, physiques, sociaux et financiers, poursuivis dans la quête du bien vieillir. Nous en proposons un modèle de mesure bifactoriel, fiable et valide, en quatre dimensions : le BVD général, le BVD physique, le BVD social et le BVD financier. Son influence est testée sur huit comportements de consommation relatifs aux secteurs suivants : alimentation, e-santé, chirurgie esthétique, loisirs, placements financiers, réseaux sociaux et sites de rencontres. L’échelle de mesure et un modèle global antécédents-manifestations-effets sont validés à partir d’un échantillon de 900 seniors âgés de 50 à 80 ans. Les résultats suggèrent le développement d’une nouvelle approche marketing des seniors : le marketing du bien vieillir. Son investigation et sa mise en œuvre sont ancrées dans quatre concepts clés : le BVD, le vieillissement perçu, les attentes d’ajustement au vieillissement et la consommation du bien vieillirAging well is now a key stake for senior marketing, yet this concept remains little investigated by consumer research. A new concept is introduced in marketing research: Desired Aging Well (DAW), which refers to the psychological, physical, social and financial objectives, pursued in the quest for aging well. This research provides a reliable and valid bifactor measurement model for Desired Aging Well, in four dimensions: general DAW, physical DAW, social DAW and financial DAW. Its influence is tested on eight consumer behaviors related to the following sectors: food, e-health, plastic surgery, leisure, financial investments, social networks and dating sites. The Desired Aging Well scale and the overall antecedents-manifestations-effects model are validated on a sample of 900 French senior people aged from 50 to 80. The results suggest the development of a new marketing approach for seniors: aging well marketing. Its investigation and implementation are rooted in four key concepts: Desired Aging Well, perceived aging, adjustment to aging expectations and aging well consumption
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Robson, Julie. "Building society marketing strategies : the role of service image." Thesis, University of Plymouth, 1991. http://hdl.handle.net/10026.1/2488.
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In recent years building societies have experienced dramatic change in the markets in which they operate. Deregulation has provided societies with the powers to enter new and very different markets. Societies wishing to re-work their strategies to exploit the new opportunities however did so with the knowledge that their own traditional markets had also to be protected from new competitors. Deregulation had provided access into the savings and mortgage markets to their natural competitors, the banks and insurance companies. The selection, by societies, of appropriate strategies thus became critical to their future success. Whilst recent studies have investigated the likely strategies to be pursued by societies in response to market change, their findings offer little guidance to societies attempting to re-work their current strategies. Previous studies failed both to consider the appropriateness of all strategic options to different building societies and ignored the likely response of consumers to strategic change. The aim of the research was to identify the marketing strategies most appropriate to different building societies from a consumer perspective. Image was selected as the vehicle with which to study the likely response of consumers to change and thus evaluate the appropriateness of different strategies. Three generic marketing strategies were identified: Differentiation; Focus; and Cost Leadership. The Building Society Image Model was constructed to depict the composition and structure of image as perceived by the consumer. Utilising this model the appropriateness of the three strategies to different building societies was considered. Whilst support was found for both the Differentiation and Focus strategies, the appropriateness of the Cost Leadership strategy was questioned. In particular the applicability of the diversification strategy currently adopted by the majority of societies is challenged.
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Goneos-Malka, Amaleya. "Marketing to young adults in the context of a postmodern society." Thesis, University of Pretoria, 2011. http://hdl.handle.net/2263/30427.
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In today’s society media is ubiquitous. Through its pervasiveness it plays an inextricable role in society, impacting on culture, economy, politics, education and communication. In a postmodern society technological advances have had a profound impact on the development of media, most notably digital media. The intention of this study was to establish whether, in the context of an assumed postmodern culture, young South African adults display behaviour that manifest the tenets of postmodernism in their reactions to contemporary marketing and/or marketing communication, as apparent through their attitudes towards retail shopping and brands, together with their attitudes towards and use of digital media. In this instance digital media is limited to social media and media accessible on mobile phones. The unique properties and interactive capabilities of digital media have altered the dynamics of communication and have given rise to new applications that were not previously possible. This poses challenges for organisations in terms of marketing communication practices with one of the problem areas being that marketers do not know: - Whether young South African adults (Generation Y) exhibit postmodern behaviour, in the context of today’s postmodern culture.
- How young South African adults (Generation Y) use digital media?
- How to leverage the unique properties of digital media in marketing communication efforts directed towards young South African adults (Generation Y)?
- To question the application of modern marketing and/or marketing communication theories in postmodern society. In so doing, it suggested that in any given era marketing theories should be representative of the target society, therefore inferring the need to adjust existing theories and their application or formulate new ones that are representative of the specific era.
- To empirically determine whether Generation Y are exhibiting characteristics indicative of postmodern society.
Thesis (PhD)--University of Pretoria, 2011.
Marketing Management
PhD
Unrestricted
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Goneos-Malka, Amaleya Catherina. "Marketing to young adults in the context of a postmodern society." Thesis, University of Pretoria, 2002. http://hdl.handle.net/2263/30427.
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In today’s society media is ubiquitous. Through its pervasiveness it plays an inextricable role in society, impacting on culture, economy, politics, education and communication. In a postmodern society technological advances have had a profound impact on the development of media, most notably digital media. The intention of this study was to establish whether, in the context of an assumed postmodern culture, young South African adults display behaviour that manifest the tenets of postmodernism in their reactions to contemporary marketing and/or marketing communication, as apparent through their attitudes towards retail shopping and brands, together with their attitudes towards and use of digital media. In this instance digital media is limited to social media and media accessible on mobile phones. The unique properties and interactive capabilities of digital media have altered the dynamics of communication and have given rise to new applications that were not previously possible. This poses challenges for organisations in terms of marketing communication practices with one of the problem areas being that marketers do not know: - Whether young South African adults (Generation Y) exhibit postmodern behaviour, in the context of today’s postmodern culture.
- How young South African adults (Generation Y) use digital media?
- How to leverage the unique properties of digital media in marketing communication efforts directed towards young South African adults (Generation Y)?
- To question the application of modern marketing and/or marketing communication theories in postmodern society. In so doing, it suggested that in any given era marketing theories should be representative of the target society, therefore inferring the need to adjust existing theories and their application or formulate new ones that are representative of the specific era.
- To empirically determine whether Generation Y are exhibiting characteristics indicative of postmodern society.
Thesis (PhD)--University of Pretoria, 2011.
Marketing Management
PhD
Unrestricted
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Zhao, Zun Yan. "An investigation of materialism in contemporary Chinese society." Thesis, University of Macau, 2006. http://umaclib3.umac.mo/record=b1636796.
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Higgins, Matthew. "Moral engagement : critical theory, ethics and marketing." Thesis, Keele University, 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.368979.
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Haglund, Holst Maximilian, and Ludvig Jorikson. "Influencer marketing : En analys av en marknadsrättslig gråzon." Thesis, Linköpings universitet, Institutionen för ekonomisk och industriell utveckling, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-144906.
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Uppsatsen kommer att behandla den relativt nya marknadsföringsmetoden influencer marketing. Influencer marketing innebär att en person å en näringsidkares vägnar marknadsför en viss produkt på sina sociala medier, till exempel en blogg. Denna metod har på senare tid vuxit och blivit ett framgångsrecept för många näringsidkare då de, med hjälp av influencern, kan nå ut direkt till en önskad målgrupp. I och med att Influencer marketing är en ny marknadsföringsmetod, innebär det att stor oklarhet råder kring det aktuella rättsläget på området. I Sverige finns idag ingen praxis avseende influencer marketing, det finns inte heller mycket skrivet om det som kan underlätta för näringsidkare som tar sig an influencer marketing. Eftersom denna typ av marknadsföring sker på plattformar där marknadsföring inte tidigare skett, ställs högre krav på samtliga inblandade parter vad gäller tydligheten i annonsmärkningen, sändarangivelse och sättet på vilken marknadsföringen utformas rent text- och innehållsmässigt. Vidare gäller att antalet inblandade parter innebär svårigheter i att avgöra vem eller vilka som kan anses ha varit bidragande i marknadsföring i såpass stor omfattning att denna eller dessa, kan anses ha handlat otillbörligt.
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Serna, Cruz Lilibeth Milagros. "La comunicación integrada de marketing para generar recordación de marca. Caso: campaña realizada por Impulso Corp para la Sociedad Peruana de Marketing." Bachelor's thesis, Universidad Nacional Mayor de San Marcos, 2018. https://hdl.handle.net/20.500.12672/8096.
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Publicación a texto completo no autorizada por el autorLa experiencia se desarrolló en un primer momento en el Área de Comunicaciones, la cual tenía como finalidad generar oportunidades de comunicación de alto impacto a sus clientes. Posteriormente, se conforma el área de Marketing, Investigación y Monitoreo, la cual tenía como objetivos brindar soporte al área de comunicaciones, generar recordación de marca a los clientes y establecer relaciones de largo plazo con ellos. En ese sentido, el objetivo está enfocado en convertirse en los aliados estratégicos de sus clientes, brindándoles soluciones creativas a sus necesidades de comunicación y aportando a sus objetivos de negocio mediante una adecuada gestión de la comunicación integrada de marketing.
Trabajo de suficiencia profesional
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Rönngren, Bianca. "Influencer marketing : Reklamidentifiering och särskilda intressen." Thesis, Stockholms universitet, Juridiska institutionen, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-157003.
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Influencer marketing has rapidly become a popular marketing method where so-called influencers get compensated to promote businesses on their social media platforms. The idea is that by advertising through an influencer, a company reaches an already positive audience with a high inclination to consume the products or services being advertised. It is common that the influencers themselves design the advertisements, with personal appeal to his or her followers, and in a form that makes the marketing blend among other, non-commercial, content on the social media platform. Consequently, the advertisement may border on hidden marketing. According to the requirement of advertising identification in the Marketing Act (2008: 486), paragraph 9, all marketing must be designed and presented so that it is clearly identifiable as marketing. However, the requirement is generally held and it has been noted within the judicial system that it is difficult to apply on influencer marketing. It is unclear how advertisements in social media should be designed to fulfil the demands of the law. Some of the legal aspects of influencer marketing are yet to be straightened out. Thus, the purpose of this thesis is to clarify the following: i) how is the requirement constructed and how compatible is it with influencing marketing, ii) whose interests are taken account of and ii) could the requirement be held in a more distinct way to make it easier to abide by? The thesis concludes that the legal requirements could be clearer and therefore easier to comply with. One suggestion is to insert a more action-directing wording in the advertising identification paragraph in the Marketing Act, which safeguards the principle that marketing may not be presented as non-commercial content. Another is to renounce that principle and instead impose an explicit claim on advertising markings, which does not imply any closer regulation of the content of commercial messages. The thesis ends with a discussion about whether different aspects of the current legal regulation are favourable and non-favourable for the different parties involved, noting that the business sector has the greatest appreciation of the current legal position.
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Söderqvist, Patrik, and Alexander Tönnäng. "Influencer marketing : En analys om reklamidentifiering och medverkansansvar." Thesis, Karlstads universitet, Handelshögskolan (from 2013), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-67705.
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Sociala medier är ett ungt och oprövat område där rättsläget ännu inte är helt klart. Det föreligger viss problematik huruvida marknadsföring på sociala medier ska betraktas å ena sidan som redaktionell text och således falla under vår grundlagsskyddade yttrandefrihet. Eller å andra sidan som kommersiell text och därmed falla under marknadsföringslagen (2008:486), MFL. Föreliggande uppsats har för avsikt att försöka klargöra när främst marknadsföringslagen blir aktuell och tillämplig vid framställningar som publiceras på sociala medier. Detta kommer vi att undersöka genom att se vilka krav som ställs på reklamidentifiering enligt MFL och slutligen hur ansvaret mellan parterna vid dold marknadsföring ska fördelas. Utgångspunkten kommer att vara mål PMT 11949-16 (Kissie-målet) samt lagstiftning, praxis, förarbeten och riktlinjer för att med hjälp av en rättsdogmatisk metod försöka klargöra rättsläget för marknadsföring på sociala medier, så kallad influencer marketing. Efter analys av ovan anförda material kan vi konstatera att gränsdragningen mellan kommersiellt och redaktionellt material är fortsatt svårt att fastställa på sociala medier. För att en framställning ska anses vara kommersiell måste ett uttryckligt avtal föreligga mellan influencern och näringsidkaren. Att det föreligger höga krav på framställningar på sociala medier vilket innebär att en tydlig och särskiljande reklammarkering ska dra till sig uppmärksamhet. Denna reklammarkering ska även placeras först. Slutligen har vi i uppsatsen kommit fram till att annonsören alltid har ett huvudansvar och att influencern har ett medverkansansvar. Angående eventuella mellanhänder kan frågan om ansvar bli aktuell om mellanhanden aktivt medverkat i marknadsföringen. Till sist kan plattformen inte anses ha ett ansvar enligt gällande rätt.
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Klee, Christopher. "AI in Marketing – Curse or Blessing? : Impacts of Programmatic Advertising and Personalized Content on Society." Thesis, KTH, Skolan för elektroteknik och datavetenskap (EECS), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-299572.
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With the help of Programmatic Advertising and the resulting personalized content, consumers can be targeted precisely and with the help of Artificial Intelligence. The associated use of customer data creates ethical conflicts. Therefore, the research question is asked: How does Programmatic Advertising influence consumer's data security and diversity of opinion and what effect does this have on the further development of the technology? For the purpose of elaborating the research problem a literature analysis and expert interviews are carried out. The analysis shows that Programmatic Advertising has already taken up the majority of digital advertising activities. This results in advantages for advertisers, since consumers can be addressed in a targeted manner. Nevertheless, this provokes data law issues and the demand for more data security for the individual customer, which, among other things, is given more attention by big tech companies. Due to the constant change within this trend, new possibilities arise, such as contextual targeting, in order to continue to do an efficient display of advertising. Nonetheless, this work calls for more regulations to be able to give customers a better overview and control of their used data and to avoid restricted diversities of opinion, which can be promoted through microtargeting and therefore the addressed display of content. The prospects of Programmatic Advertising, however, are predicted with a steady increase because other areas within the media landscape will be pervaded by this technology in the future.Med hjälp av programmatisk reklam och artificiell intelligens får kunder och individer reklam som är specifikt utformade för just dem. Användningen av underliggande användardata ger upphov till etiska dilemman. Således, har vi följande problemformulering: Hur påverkar programmatisk reklam användarnas data och åsikter, och vilken effekt har detta på den fortsatta utvecklingen av området? Med avsikt att vidareutveckla problemformuleringen utfördes expertintervjuer samt en litteraturstudie. Analysen visar att programmatisk reklam utgör majoriteten av all digital marknadsföring. Detta har resulterat i fördelar för marknadsförare, ty användarna kan bli bemötta mer precist. Icke desto mindre, medför detta legala problem relaterat till användardata och ett ökat kraf av dataskydd för användaren, vilket är något som får stort fokus av stora tech företag. På grund av den konstanta utvecklingen av denna metod, föds nya möjligheter, exempelvis "kontextuell riktad marknadsföring", för att fortsätta vara en effektiv marknadsföringsmetod. Därmed, redogör denna rapport för en mer reglerad spelplan där användarna får en bättre överblick och kontroll över hur deras användardata utnyttjas, samt en mindre inskränkt åsiktspåverkan, vilket är något som skulle kunna ske genom knappnålsfin riktad marknadsföring. Dock är utvecklingen för programmatisk reklam förutspådd ljus, då andra områden inom medielandskapet kommer att genomsyras av denna teknologi i framtiden
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Nost, Eric. "COUNTING ON THE ENVIRONMENT: MEASURING AND MARKETING ECOSYSTEM SERVICES IN OREGON." UKnowledge, 2013. http://uknowledge.uky.edu/geography_etds/9.
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New markets for the conservation of so-called ecosystem services, like the ability of a wetland to mitigate floods, are emerging worldwide. According to environmental economists, these markets require some metric - ecological or otherwise - that names the relevant characteristics of the service to be traded as a commodity. But while this is often assumed to be a simple task of science, I argue that the environmental regulators, eco-entrepreneurs, and conservationists who actually design and implement metrics are not so easily brought into agreement. In “rolling-out” revamped metrics and protocols, regulators and their conservationist allies in one market in Oregon haven’t established the conditions for market success so much as they have constrained entrepreneurs. The solutions to ecosystem destruction 20 years ago - privatization, commodification, and commercialization - have become the obstacles which limit the market’s future viability. The moments when capitalists find themselves saying “let’s sell nature to save it” - or when states say it for them - can spell trouble for capitalists at the same time that they seem like their escape hatch. Still, the short-term and long-term effects of market design may differ; barriers to the market now may prove to be its success later.
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Cheang, Sin Wai. "Toward a drug free society : social marketing as a tool in drug prevention efforts in Macau." Thesis, University of Macau, 1998. http://umaclib3.umac.mo/record=b1636698.
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Greenslit, Nathan P. "Pharmaceutical relationships : intersections of illness, fantasy, and capital in the age of direct-to-consumer marketing." Thesis, Massachusetts Institute of Technology, 2007. http://hdl.handle.net/1721.1/62963.
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Thesis (Ph. D. in History, Anthropology, and Science, Technology and Society (HASTS))--Massachusetts Institute of Technology, Program in Science, Technology and Society, 2007.Cataloged from PDF version of thesis.
Includes bibliographical references (p. 278-289).
This dissertation is a multi-sited ethnography among marketers, consumer-patients and psychiatrists in the U.S. It explores the recent history of styles of pharmaceutical advertising that have come about in response to FDA regulations and ethical issues raised by patients and the press about how the pharmaceutical industry shapes drug research. Specifically this dissertation explores the role of direct-to-consumer drug marketing (DTC) in the consumption and experience of antidepressants, including a cultural shift in the U.S. towards how the consumer negotiates new ethical injunctions to manage his or her own identity through pharmaceuticals. A key focus is how marketers carve out their own ethical niche from which they innovate on ways to persuade consumer audiences with scientific facts that double as public relations. This dissertation gives special attention to how individuals encounter and incorporate the putative neuroscience of DTC advertising of antidepressants to negotiate their personal knowledge of illness, and to manage their identity, everyday practices, and professional pursuits. From these ethnographic encounters I have identified "illness," "fantasy," and "capital" as three key themes for my analysis of DTC marketing. In turn I have combined the very different literatures on illness (which address patient advocacy movements and health care seeking and questions of how medical diagnoses can be deployed as social norms), fantasy (which address psychoanalytic conceptions of desire and self, as well as semiotic understandings of consumption), and capital (which address health care market competition, and negotiations with the FDA over truth in advertising). In sum, this dissertation offers a thick description of "ethical identity management" in the contemporary landscape of U.S. pharmaceutical consumption.
by Nathan P. Greenslit.
Ph.D.in History, Anthropology, and Science, Technology and Society (HASTS
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Minhas, Kanwar Bhart Raj Singh. "The impact of technology on marketing building society services - a comparative analysis of customers' and managers' attitudes : an empirical investigation of customers' and managers' attitudes toward the application of new technology in marketing building society services in Britain." Thesis, University of Sheffield, 1992. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.243937.
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Brétéché, Pierre-Joseph. "Actions publiques et territoires innovants : analyse de la construction des chemins de la compétitivité par les managers territoriaux : le cas du pays d'Aix." Thesis, Aix-Marseille 3, 2011. http://www.theses.fr/2011AIX32102.
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Cette recherche envisage la compréhension et la représentation du phénomène de compétitivité territoriale. Phénomène encore peu étudié par le management public, le parti pris est celui d’une exploration hybride susceptible d’inclure dans l’analyse les contextes, les contenus et processus mobilisés. La compétitivité territoriale est donc appréhendée comme un construit et non comme une donnée. L’approche par la complexité vise à re-construire les pratiques effectivement mise en œuvre par les managers territoriaux au travers d’une confrontation de la théorie et de l’empirie.La première partie est destinée à formaliser un cadre conceptuel et méthodologique pour le management de la compétitivité territoriale. Suivant une approche transdisciplinaire, les contours de la mise en action publique pour la compétitivité des territoires y sont délimités. L’heuristique d’axiome global permet la prise en compte des influences des contextes selon une logique « en marché » et une logique « en société ». Les dimensions idiosyncrasiques et diachroniques de la compétitivité territoriales sont définies pour analyser contenus et processus de l’objet de la recherche. Les analogies mécaniques et biologiques permettent ainsi de faciliter la compréhension des modalités managériales émergentes. La deuxième partie passe l’objet de la recherche à l’épreuve empirique. Une étude de cas longitudinale avec deux unités d’analyse encastrées est menée en pays d’Aix. Quatre modalités de management de la compétitivité territoriale sont ainsi dégagées. Suivant un régime d’accumulation, la délimitation du périmètre de la mise en action publique est l’étape initiale. La construction par les managers des arènes collaboratives via les structures génériques de projets des politiques publiques volontaristes dégagent des bouquets de services. La transition de la logique « en marché » à la logique « en société » est assuré par une modalité de proximité sociétale qui émerge des politiques publiques territoriales. La construction d’une arène de convergence des intentions finalisées d’acteurs hétérogènes passe alors par une chaîne locale de l’innovation tissée entre des managers experts. L’écosystème local de l’innovation est constitué par l’encastrement des réseaux personnels de chaque manager et permet de relier des structures hétérogènes aux finalités diverses. Cet écosystème doit alors être managé pour assurer la pérennité du système de compétitivité territoriale au travers du temps. A ce titre, les modes de gouvernance de la compétitivité territoriale doivent favoriser des configurations souples, différenciées et partagées. Des configurations susceptibles de voir se croiser les chemins de la prospérité avec ceux de la compétitivité (différenciées) ; des configurations susceptibles encore de permettre la dialogique des processus d’actions publiques pour arbitrer entre polarisation et dispersion des activités productives (souples) ; des configurations susceptibles enfin de permettre à l’énergie cinétique de se déployer sur un territoire pour le rendre compétitif au travers de la construction d’une arène de convergence des intentions par la proximité sociétale (partagées)This research considers the understanding and representation of the phenomenon of territorial competitiveness. The thesis is an hybrid exploration of new phenomenon studied by the Public Management and may be included analysis of the contexts, contents and processes used. Territorial competitiveness is understood as a framework, not a fact. The complexity approach is to re-build practices effectively implemented by managers through a territorial confrontation of theory and empiricism. The first part formalizes a conceptual and methodological framework for the management of territorial competitiveness. As a transdisciplinary approach, the outlines of public policy-making are defined for the competitiveness of territories. The overall heuristic axiom allows the consideration of the influences of contexts according to a market logic and society logic. Idiosyncratic and diachronic dimensions of territorial competitiveness are defined to analyze contents and processes of the subject of research. Thus, the mechanical and biological analogies allow a better understanding of the emergent management modalities.The second part goes over the empirical test. A longitudinal case study based on two embedded units of analysis is conducted at Aix-en-Provence. Four modalities of territorial competitiveness management have been found. The boundaries lines of public policy-making are defined by the growth of continuous additions. The packages of services emerge from the construction of collaborative arenas by managers through proactive public policies projects. The transition from market logic to society logic is provided by a form of societal proximity that emerges from the territorial public policies. The erection of an arena to lead intentions finalized of heterogeneous actors goes through a local chain of innovation between managers. The local ecosystem of innovation is constituted by the embedding of personal networks of each manager and for linking heterogeneous structures with different purposes. This ecosystem must be managed to ensure the sustainability of the system of territorial competitiveness. Tree types of territorial competitiveness governance would appear concurrently: flexible, differentiated and shared. The first one type will mix the paths of prosperity with those of competitiveness (differentiated). The second type may allow the dialogical processes of public policy-making to arbitrate between polarization and dispersion of productive activities (flexible). The last one may permit the kinetic energy to deploy in an area to be competitive through the construction of an arena of convergence of intentions by social proximity (shared)
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La, Perna Francesco. "Strategie di Social Media Marketing delle società sportive professionistiche: un indice di esposizione applicato ai teams NBA." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2015. http://amslaurea.unibo.it/8840/.
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L’obiettivo di questo studio è analizzare in che misura e con quali modalità le società di un mercato ricco ed importante come quello della National Basketball Association stiano sfruttando i canali messi a disposizione dal Web 2.0 e dai cosiddetti nuovi media.
Il progetto si propone quindi di rispondere ai seguenti tre quesiti di ricerca:
1 Quali sono gli strumenti attualmente a disposizione delle società NBA per promuovere il loro “prodotto” relativamente all’utilizzo delle tecnologie del Web 2.0 e dei Social Media?
2 Quali vantaggi e quali cambiamenti hanno portato queste nuove tecnologie nella comunicazione e nelle relazioni tra impresa sportiva ed i suoi fan?
3 E' possibile individuare un indice di esposizione su Web e Social Media applicato ai teams NBA in grado di fornire una stima di quanto e come una società stia usando questi mezzi?
Il progetto inizia con un’analisi dello stato dell’arte, partendo dal settore più generale del marketing e del management dello sport, passando per l’utilizzo dei Social Media nel settore sportivo fino a focalizzarsi sugli studi specifici relativi al mondo NBA.
Successivamente lo studio segue tre fasi: una prima introduttiva dove sono descritti i principali mezzi disponibili per le società in termini di Social Media Marketing e gli effetti benefici che questi possono avere; una seconda fase in cui viene definito l’indice nei suoi diversi parametri, ed infine un’ultima fase in cui vengono raccolti i dati relativi ad un campione di squadre NBA ed analizzati per elaborare i risultati ottenuti.
L’elaborazione dei risultati porta poi ad individuare trend comuni, punti di forza e debolezza ed eventuali migliorie future per le strategie delle società NBA.
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Bob, Clifford Allan 1958. "The marketing of rebellion in global civil society : political insurgencies, international media, and growth of transnational support." Thesis, Massachusetts Institute of Technology, 1997. http://hdl.handle.net/1721.1/10239.
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Maia, Gabriel Monteiro da Fonseca Leal. "A estratégia do marketing viral no laço social contemporâneo." Pontifícia Universidade Católica de São Paulo, 2014. https://tede2.pucsp.br/handle/handle/17053.
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The present work had as its main purpose to investigate, under the lacanian psychoanalytic notion of discourse as a form for enjoyment implementation on social bonds, the way in which the modality referred to as "viral marketing" largely employed in the Internet fuses with the technical properties of networked digital media, and its use by the subjects under contemporary capitalist historical context, to yield its diffusing objectives. For such a task, we have first conducted a bibliographical survey, divided into three chapters, and then made an analysis of viral marketing under contemporary social bonds (backed by two cases considered to be successful by professionals in the area). Regarding the researched bibliography, we first establish the relations between capitalism and discourses, sustained by views drawn from Jacques Lacan and other authors in Psychoanalysis. We then focus on the historic developments of strategies for stimulating consumption, especially held by advertising and marketing companies, and their merging with the technical developments of 20th century media and the advent of viral marketing. Later, we investigate the transformations held inside the capitalist mode of production and the abstraction of commodities in brands, examining how these transformations relate to contemporary media system and its use by the subjects. Finally, we place viral marketing under the social bond of the Discourse of the Master, where the market induces the know-how of social network users to spread media content amongst its social circles, propagating both image and brand s name (the virus)
O presente trabalho teve como objetivo principal investigar, a partir da noção psicanalítica lacaniana de discurso como meio de aparelhamento do gozo no laço social, o modo com que a modalidade denominada marketing viral realizada fundamentalmente pela Internet aliase, para colocar em prática seus objetivos, às propriedades técnicas dos meios de comunicação digitais conectados em rede e ao seu uso pelos sujeitos no contexto histórico do capitalismo atual. Para tanto, foram realizados um levantamento bibliográfico dividido em três capítulos e, posteriormente, uma análise do marketing viral no laço social contemporâneo (valendo-se de dois casos considerados bem-sucedidos por profissionais da área). Em relação à bibliografia pesquisada, primeiramente foram estabelecidas as relações entre o capitalismo e os discursos, valendo-se tanto das pontuações de Jacques Lacan quanto de articulações desenvolvidas por outros autores da área da psicanálise. Em seguida, dissertamos sobre o percurso histórico das estratégias de incitação ao consumo presentes na publicidade e no marketing e seu entrelaçamento com o desenvolvimento técnico dos meios de comunicação do século XX até o recente advento do marketing viral. Adiante, tratamos das transformações no modo de produção capitalista e da abstração da mercadoria em marca publicitária, discutindo o modo com que essas mudanças se relacionam com o sistema dos meios de comunicação contemporâneos e seu respectivo uso pelos sujeitos. Por fim, situamos o marketing viral fundamentalmente no laço social do Discurso do Mestre, onde o mercado ordena ao saberfazer dos sujeitos usuários das redes sociais da Internet que replique um determinado conteúdo midiático ao seu círculo de contatos, de modo a produzir a circulação da imagem e do nome da marca (o vírus)
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Mitchell, Lorianne D. "Horse Before Carriage? The Role of Higher Education in Advancing Diversity and Inclusion in Society." Digital Commons @ East Tennessee State University, 2017. https://dc.etsu.edu/etsu-works/8327.
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Yang, Zixuan. "Build an Active Foundation for Heavy Metal Subculture Community Success in Contemporary Society." University of Cincinnati / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1554212593057542.
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Cortez, Estrada Liz Estefanía. "La percepción de las niñas de 12 a 17 años frente al mensaje del “femvertising” utilizado en la campaña “Proyecto para la autoestima” de Dove." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653562.
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El presente trabajo tiene como finalidad comprender cuál es la percepción de las niñas frente a los mensajes de “empoderamiento femenino” utilizados en la campaña Dove. Se analizará qué tan efectivo ha sido el mensaje transmitido a las niñas y cómo lo han recibido. Ya que ellas son el futuro target de la marca, y a pesar de no ser las compradoras, se plantea generar cambios en sus actitudes o sentimientos. Se buscará comprender qué valores han podido rescatar, en esta etapa llena de cambios que atraviesan, la cual las compradoras actuales de Dove ya vivieron. Por tal razón, se estudiará el compromiso social detrás de esta campaña. Para ello, investigaremos los terrenos de percepción, construcción de marca y cómo esta se baña en los valores de la mano de discursos “pro-mujer” para reflejarlos en sus campañas publicitarias. De tal manera, tenemos como objetivo el analizar si el target, en este caso niñas y adolescentes, reciben adecuadamente el mensaje y si este fue comprendido. Por eso, ellas son fundamentales para poder concluir si la campaña fue efectiva y si despierta sentimientos o emociones en las niñas. Es así como podremos saber qué tipo de percepciones presentan, cómo se conectó y reforzaron cambios en ellas. Para tal razón, el estudio empleará una metodología cualitativa apoyado de entrevistas al target.The purpose of this work is to understand girls' perceptions of the "female empowerment" messages used in the Dove campaign. It will analyse how effective the message has been transmitted to the girls and how it has been received. They are the future target of the brand, and despite not being the buyers, it is proposed to generate changes in their attitudes or feelings. We will try to understand what values they have been able to rescue, in this stage full of changes that they going through, which the current buyers of Dove have already lived. For this reason, the social commitment behind this campaign will be studied. To do this, we will investigate the fields of perception, brand building and how this is bathed in the values of the hand of "pro-woman" discourses to reflect them. To do this, we will investigate the fields of perception, brand building and how this is bathed in the values of the hand of "pro-woman" discourses to reflect them in their advertising campaigns. In this way, we aim to analyse whether the target, in this case girls and adolescents, receive the message properly and if it was understood. Therefore, they are essential to conclude if the campaign was effective and if it arouses feelings or emotions in the girls. This is how we will be able to know what kinds of perceptions they present, how they connected and reinforced changes in them. For this reason, the study will use a qualitative methodology supported by interviews with the target.
Trabajo de investigación
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Bruze, Liza, and Weng-San Angie Lee. "The shift from professionalism to commercialism in the auditing profession : “Everything in our society is commercialized”." Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48888.
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Background: The auditing profession is in constant change and marketing activities such as advertising has gone from being prohibited to become a legal activity within the profession. The Swedish auditing profession has for a long time been protected by laws and regulations. With the increased use of marketing activities in the profession, researchers claim that the profession has shifted from professionalism to commercialism. Research has argued the positive and negative outcomes of increased marketing activities within the profession where the auditors have had mixed perceptions regarding this increase. Purpose: The purpose of this thesis was to examine Swedish auditors' perceptions toward the shift from professionalism toward commercialism within the auditing profession. Method: By using a qualitative research methodology six (6) semi-structured interviews with active auditors in Sweden were conducted. In-depth empirics were collected where an inductive approach was adopted to approach the data collected. Conclusion: Seven themes of perceptions were identified: (1) Marketing as a tool in a more competitive market, (2) Marketing should be used for brand awareness, (3) Marketing is not my responsibility, (4) Auditing is a trust profession, (5) The most important marketing tool is the word of mouth, (6) Seeing clients is not marketing, and (7) Marketing activities do not affect the professionalism. It was found that marketing activities had been perceived to become more positively accepted overtime where the auditors implied that duality between professionalism and commercialism should be applied.
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Rakevicius, Edgaras, and Marjolaine Bert. "Exploring the Use of Internal Marketing Within Non Profit Organisations : The example of the Swedish Society for Nature Conservation." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-13944.
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Purpose: The purpose of this study is to explore the potential of internal marketing within non profit organisations. Method: Qualitative case study of an NPO with the part of primary research based on fives interviews of workers.T heoretical framework: The framework consists of theories and models on internal marketing. Internal marketing is studied from the point of view of its tools of implementation, its purposes and also its limits. Conclusion: Internal marketing is revealed as a high potential for NPOs. However, this concept, developed for the profit area, requires some adaptations to fit well to NPOs.
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Albertazzi, Sara. "Vogue China: lingua, mercato e società." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2020.
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La rivista di moda Vogue ha giocato un ruolo centrale nella diffusione delle informazioni durante la Seconda Guerra Mondiale. In questo elaborato ne sarà presentata sinteticamente la storia, dalla fondazione, alla creazione del gruppo editoriale Condé Nast, fino al riconoscimento del suo ruolo di mass media.
In seguito verrà analizzata la frammentaria situazione geolinguistica cinese, e, facendo riferimento al passato di ognuna di queste zone, risaliremo alle ragioni per le quali in Cina esistono ben tre testate Vogue: Vogue China, Vogue Taiwan e Vogue Hong Kong. Infine, ripercorreremo la storia economica cinese dalla crescita economica ad oggi, per comprendere la sua rapida ascesa come potenza economica ed il suo ruolo centrale nelle dinamiche del mercato di lusso globale, del quale si aggiudica un terzo delle vendite.
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Mullatahiri, Vjosa. "Marketing Management in Non-Governmental Organizations in Kosovo : MBA-thesis in markeging." Thesis, University of Gävle, Ämnesavdelningen för företagsekonomi, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-6528.
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This paper presents the marketing management of the nonprofit sector as a prerequisite for NGO sustainability. It examines the existing literature on the nonprofit marketing, the current situation of the local NGOs in Kosovo with regards to the application of marketing. The research methodology follows the introduction and presentation of the research objectives. The theoretical background introduces the necessary baseline to analyze empirical findings. The empirical findings and analysis reveal that nonprofit sector in Kosovo does not have a holistic marketing approach. The focus of the research is to emphasize the importance of marketing orientation, segmentation, and planning at nonprofit sector. Moreover, NGOs should create, communicate and deliver values based on customers’ (beneficiaries, volunteers, and donors) needs.
As a result of this research, a marketing plan guide was prepared. The guide aims to educate NGOs in Kosovo about the benefits of having a holistic marketing approach and will serve as basis for further marketing planning.
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Penrod, Joshua Morgan. "Innovating the Mind: Three Essays on Technology, Society, and Consumer Neuroscience." Diss., Virginia Tech, 2018. http://hdl.handle.net/10919/83364.
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This dissertation examines the emerging practice of consumer neuroscience and neuromarketing, combined called CNNM. CNNM utilizes tools and technologies to measure brain activity and human behavior coupled with scientific theories for explaining behavior and cognition. Consumer neuroscience is one of the newest areas of application of neuroscience and related techniques, and is of significant social consequence for its possible deployment in the market place to both study and shape consumer behavior. Concerns arise in terms of consumer influence and manipulation, but there are also concerns regarding the actual efficacy and utility of the technologies and the application of behavioral theories.
The dissertation's three essays each examine a facet of CNNM. Using historical sources, conference participation, and ethical analyses, the dissertation forms a multi-prong effort at a better understanding of CNNM through the use of science and technology studies (STS) methods. The first essay is an historical review of the usage of technologies to measure brain activity and behavior, parallel to the development of psychological theories created to account for human decisionmaking. This essay presents a new conception of "closure" and "momentum" as envisioned by social construction of technology and technological momentum theories, arriving at a new concept for inclusion called "convergence" which offers a multi-factor explanation for the acceptance and technical implementation of unsettled science. The second essay analyzes four discourses discovered during the review of approximately seventy presentations and interviews given by experts in the field of CNNM. Using and adapting actor-network theory, the essay seeks to describe the creation of expertise and group formation in the field of CNNM researchers. The third essay draws on a variety of ethical analyses to expand understanding of the ethical concerns regarding CNNM. It raises questions that go beyond the actual efficacy of CNNM by applying some of the theories of Michel Foucault relating to the accumulation of power via expertise. This essay also points in the direction for actionable steps at ameliorating some of the ethical concerns involving CNNM.
CNNM is a useful technique for understanding consumer behavior and, by extension, human behavior and neuroscience more generally. At the same time, it has been routinely misunderstood and occasionally vilified (for concerns about both efficacy and non-efficacy). This dissertation develops some of the specific historical movements that created the field, surveys and analyzes some of the foremost experts and how they maneuvered in their social network to achieve that status, and identifies novel ethical issues and some solutions to those ethical issues.Ph. D.
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Pupelienė, Janina. "Strategic directions for the development of academic libraries in the knowledge society." Doctoral thesis, Lithuanian Academic Libraries Network (LABT), 2007. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2007~D_20071228_121731-20301.
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Because knowledge and information are becoming the vital resources, appropriate organization and management of them is considered to be the guaranty of the welfare of every state, organization and individual. There could be recognized the stronger attention to institutions that are traditionally related to knowledge and information. Because of the growing strategic importance of information and communication technologies in modern organisations, academic libraries remain a significant unit in the institutions of higher education. The theoretical outline of the importance of academic library strategy in the knowledge society in this dissertation is disclosed by exposing the concept of these libraries as organisations, introducing the concept of the evolution of strategy of these libraries, and evaluating changes taking place in the world’s academic libraries. The dissertation introduces a theoretical model of the strategic directions of the academic library developed in the dissertation. This model is proposed by the author of the dissertation as a possible one for the development of academic libraries in Lithuania. The analysis of the possibilities of implementing the designed model in Lithuanian academic library performance accomplished in the dissertation highlights possible obstacles to the modernization of these libraries and the most important and influential circumstances for implementing the model in Lithuanian academic libraries. Analysis of scientific literature, the... [to full text]Tinkamas žinių ir informacijos organizavimas bei valdymas šiandieninėje žinių ekonomikos visuomenėje pripažįstama kaip pagrindinis valstybės, organizacijos ir kiekvieno individo klestėjimo bei gerovės garantas. Aukštojo mokslo institucijos biblioteka (disertacijoje – akademinė biblioteka) žinių ekonomikos visuomenėje išlieka viena iš svarbiausių grandžių informacinio aprūpinimo infrastruktūroje. Pažymėtinas išskirtinis akademinės bibliotekos vaidmuo universitetinių žinių kūrimo ir ypač sklaidos procesuose. Visa tai skatina suformuluoti akademinių bibliotekų vystymosi kryptis įvertinant šias bibliotekas vadybiniu požiūriu. Ginamoje disertacijoje ištirtas akademinių bibliotekų vaidmuo žinių visuomenėje, šių bibliotekų kaip organizacijų samprata bei ypatybės, analizuojama šių bibliotekų strateginio valdymo patirtis. Pažangiausių pasaulio akademinių bibliotekų vystymosi tendencijų kontekste suformuluotos pagrindinės šių bibliotekų vystymosi strateginės kryptys, sukurtas akademinės bibliotekos vystymosi strateginių krypčių žinių visuomenėje teorinis modelis ir ištirtos šio modelio įgyvendinimo Lietuvos akademinėse bibliotekose galimybės. Modelio įgyvendinimo Lietuvos akademinėse bibliotekose galimybių tyrimas išryškino potencialias kliūtis, modernizuojant šias bibliotekas, ir svarbiausias aplinkybes, galinčias turėti įtakos tokio modelio įgyvendinimui. Apibendrinus teorinę ir empirinio tyrimo medžiagą suformuluotos išvados ir rekomendacijos. Teorinė akademinių bibliotekų... [toliau žr. visą tekstą]
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Claeys, Barbara Marie André. "How do Flemish subsidized theatres use marketing to contribute to the reinforcement of the relation between the dance world and society." Master's thesis, Instituições portuguesas -- UTL-Universidade Técnica de Lisboa -- -Faculdade de Motricidade Humana, 2002. http://dited.bn.pt:80/29986.
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Kjell, Mikaela, and Leo Sjökvist. "Föreställningen om reklam : Reklammakarnas syn på reklam år 2013." Thesis, Uppsala universitet, Institutionen för informatik och media, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-216806.
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Syfte: Syftet med uppsatsen är att skapa förståelse för de idéer, föreställningar och normer som format underlaget för vår empiriska undersökning. Vår ambition ämnar beskriva reklammakarnas syn på reklam idag och vilka val som påverkat kampanjernas utformande. Syftet ska besvaras med hjälp av frågeställningen, vilka strategiska val ligger bakom skapandet av reklam i vårt konvergerande mediesamhälle? Metod/Material: Vår uppsats är baserad på en kvalitativ forskningsmetod där empirin, som utgörs av personliga intervjuer, står i fokus. Studien speglas av tre teman, vilka reflekterar vår frågeställning om vilka strategiska val som ligger bakom skapandet av reklam. Våra respondenter representerar två sidor, dels nyckelpersoner som varit i involverade från de uppdragsgivande företagen eller organisationerna, dels av personer som på något sätt är aktiva inom reklambranschen för att få en så opartisk betraktelse som möjligt. Resultat: Vår empiri påvisar starka tendenser till att de aktiva medieanvändarna/skaparna också speglar företagens strategier och slutligen deras reklam. Ur ett deltagarperspektiv finner vi en återspegling av konsumenternas intressen. Med det menar vi att reklam som fordrar viral spridning måste innehålla något spännande eller intressant för att få effekt.Purpose: The purpose of this paper is to create an understanding of the ideas, beliefs and norms that shapes today’s advertising. Our ambition intends to describe the trends within parts of the advertising industry today and what has influenced the advertisers in the making of our chosen advertising campaigns. What strategic decisions lie behind the creation of advertising in our convergent media society? Method/Material: Our thesis is based on a qualitative research method where our empirical data is based on personal interviews. The study reflected three themes, which replicate our question about the strategic choices that underlie the creation of advertising. Our respondents represent two sides, first the individuals who have been involved from the funding companies or organizations. The other side is represented by people who somehow are active in the advertising industry to help us get an objective reflection. Main results: The study indicates that active media users and creators reflect the corporate strategies and advertising. The interest of the consumers are reflected in the participant perspective. Commercials that require viral spread must include exciting content to become viral.
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Hetel, Ioana Laura. "Selves and Shelves. Consumer Society and National Identity in France." Columbus, Ohio : Ohio State University, 2008. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1211959481.
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Theben, Alexandra Dominique Danielle. "Playing with food: the impact of marketing via online games on children's behaviour." Doctoral thesis, Universitat Oberta de Catalunya, 2021. http://hdl.handle.net/10803/671651.
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El màrqueting en jocs i advergames en línia ha estat objecte de crítiques i preocupacions. Els objectius d'aquest estudi eren tres: analitzar quin és l'estat de coneixement actual sobre els impactes del màrqueting en línia d'aliments en nens i nenes; analitzar les característiques de les tècniques de màrqueting en línia adreçades a nens i nenes en els jocs i advergames en línia més populars; i comprovar l'efecte d'un advergame que fomenta la fruita sobre el consum de fruites posterior de nens i nenes. Juntament amb aquests objectius, l'estudi també tenia com a objectiu suplir els buits de recerca actuals relacionats amb la comercialització de productes alimentaris saludables mitjançant tècniques de màrqueting en línia actualment desplegades. Els resultats no van donar cap prova que els nens que juguessin un advergame amb promoció de fruites consumissin més fruita en comparació amb aquells que jugaven un advergame amb articles no alimentaris o que estaven en estat de control. Malgrat el fet que estudis anteriors han demostrat que els anuncis que promouen els productes alimentaris augmentaven la ingesta de productes alimentaris, no es pot trobar el mateix efecte en els anuncis de promoció de fruites. Es detallen les conseqüències sobre la comercialització en línia de productes alimentaris saludables sobre les recomanacions publicitàries per a futures investigacions.El marketing en juegos y advergames en línea ha sido objeto de críticas y preocupaciones. Los objetivos de este estudio fueron triples: analizar cuál es el estado actual del conocimiento sobre los impactos del marketing de alimentos en línea para niños y niñas; analizar las características de las técnicas de marketing en línea dirigidas a niños y niñas en los juegos y advergames en línea más populares; y comprobar el efecto de un advergame que promueve la fruta en el consumo posterior de fruta de niños y niñas. Con estos objetivos, el estudio también tuvo como objetivo suplir los vacíos de investigación actuales relacionados con la comercialización de productos alimenticios saludables utilizando las técnicas de comercialización en línea actualmente implementadas. Los resultados no proporcionaron evidencia de que los niños que jugaban un advergame con promoción de fruta consumieran más fruta en comparación con los niños que jugaban un advergame con artículos no alimentarios o estaban en condiciones de control. A pesar de que estudios previos han demostrado que los advergames que promocionan productos alimenticios aumentaron la ingesta de los productos alimenticios anunciados, no se pudo encontrar el mismo efecto para los advergames que promocionan frutas. Las implicaciones en el mercadeo en línea de productos alimenticios saludables se discuten y se describen recomendaciones para futuras investigaciones.
Marketing in online games and advergames has been subject to criticism and concerns. The objectives of this doctoral thesis were threefold: (1) analyse the current state of knowledge concerning the impacts of online food marketing to children; (2) analyse the characteristics of online marketing techniques directed at children in most popular online games and advergames; and (3) test the effect of an advergame that promotes fruit on children’s subsequent fruit consumption. With these objectives, the study also aimed to fill current research gaps related to the marketing of healthy food products using currently deployed online marketing techniques. The results provided no evidence that children who played an advergame promoting fruit consumed more fruit compared to those children who played an advergame with non-food items or were in the control condition. Despite the fact that previous studies have shown that advergames promoting food products increased the intake of the (often unhealthy) food products advertised, the same effect could not be found for advergames promoting fruit. Implications on online marketing of healthy food products are discussed and recommendations for future research outlined.
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Ivaničová, Martina. "Ako sa predáva vzdelanie: analýza marketingových nástrojov používaných v školstve." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-205492.
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This master thesis deals with the problematics of marketing in education. It analyses and compares marketing tools used in education, methods of implementing marketing activities in secondary schools in Slovakia, it examines how schools percieves problem of school massification of the education. Thesis consists of two parts. In the first part are defined basic concepts and theoretical foundations related to marketing and to the issue of massification of education. The second one is a research. Methodology characterizes research methods, methods of selection and a description of respondents. This is followed by evaluation and presentation of results. The conclusion is the summary of point key elements and it describes and evaluates the obtained knowledge.
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Boorsma, Miranda. "Kunstmarketing : hoe marketing kan bijdragen aan het maatschappelijk functioneren van kunst, in het bijzonder van toneelkunst in Nederland /." Groningen : Rijksuniversiteit Groningen, 1998. http://bibpurl.oclc.org/web/31615.
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Meyer, Paula. "Will the show go on? a marketing concept analysis of the management effectiveness of agricultural show societies in Australia /." View thesis, 2008. http://handle.uws.edu.au:8081/1959.7/35888.
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Thesis (M. Commerce (Hons.)) -- University of Western Sydney, 2008.A thesis submitted to the University of Western Sydney, College of Business, School of Marketing, in fulfilment of the requirements for the degree of Master of Commerce (Honours). Includes bibliographical references.
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Pedroso, Juliana Plocharski. "O papel da confiança e atitude na percepção da contribuição do marketing na qualidade de vida do consumidor: uma adaptação de estudo de Peterson, Ekici e Hunt ao contexto brasileiro." Universidade Federal da Paraíba, 2013. http://tede.biblioteca.ufpb.br:8080/handle/tede/7955.
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Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES
This work is an adaptation of Peterson, Ekici and Hunt (2010) research to Brazilian context. Its main objective was to investigate the influence of Consumer Trust and Consumer Attitude constructs in Business Contribution to My QOL construct. According to previous investigations, in economic development context similar to Brazilian, the Business Contribution to My QOL is a mediator construct among the first order construct QOL and second order constructs Consumer Trust and Consumer Attitude. The objective of this work was achieved through two steps: (1) the adaptation and validation of original scale, to the Brazilian reality and (2) the validation of the structural model using structural equation modeling. The scale adaptation was performed through twelve in-depth interviews, conducted between consumers and professionals related to marketing. As result, variables relevant to the Brazilian context were added to the original scale. The scale was verified through the techniques of Factor Analysis and Confirmatory Factor Analysis (CFA). A positive mediation was found between Business Contribution to My QOL and QOL constructs in the structural model. The relationship between Consumer Attitude construct and My QOL construct was negative. These relationships were similar to those found in the original study proposed by Peterson, Ekici and Hunt (2010).
Essa pesquisa realizou uma adaptação do estudo de Peterson, Ekici e Hunt (2010) ao contexto brasileiro. Seu principal objetivo foi investigar o papel da confiança e da atitude do consumidor na percepção da contribuição do marketing na qualidade de vida. Segundo investigações prévias, em contextos de desenvolvimento econômico similares ao brasileiro, o construto percepção da contribuição do marketing para a qualidade de vida é mediador entre o construto de primeira ordem qualidade de vida e os construtos de segunda ordem atitude e confiança do consumidor. O objetivo deste trabalho foi atingido após a operacionalização de duas etapas: (1) a adaptação e validação da escala, originalmente utilizada, à realidade brasileira e (2) a validação do modelo estrutural através da técnica de modelagem de equações estruturais. A adaptação da escala foi possível através da efetivação de doze entrevistas em profundidade, realizadas entre consumidores e profissionais ligados ao marketing, onde se agregou à escala original variáveis pertinentes ao contexto brasileiro. A escala foi verificada e validada através das técnicas de análise fatorial e análise fatorial confirmatória (CFA). O modelo estrutural apresentou relação positiva de mediação do construto “contribuição do marketing para a minha qualidade de vida”, entre a confiança do consumidor e a qualidade de vida. Já a relação de mediação do construto entre a atitude do consumidor e qualidade de vida, apresentou relação inversa. Essas relações foram similares às encontradas no estudo original.
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Procházková, Nikola. "Návrh komunikačního mixu tenisového klubu." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2018. http://www.nusl.cz/ntk/nusl-377601.
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The bachelor´s thesis is focused on the proposal of communication mix for the newly established tennis club based on the analytical part. Gross Tenis club Nová Ves is a club of which is the main purpose and the main activity to improve the performance of talented young tennis players and to promote sports education of young people. The work includes the theoretical, analytical and proposal part. The theoretical part summarizes the basic knowledge from the literature. The analytical part includes the analysis of contemporary market situation and the marketing research among the potential clients of the pub. The proposal part introduces own proposals of the communication mix of the tennis club.
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Brandão, Wanderberg Alves. "Consumo saudável: uma análise do comportamento do consumidor no contexto dos alimentos orgânicos." Universidade Federal da Paraíba, 2016. http://tede.biblioteca.ufpb.br:8080/handle/tede/8280.
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The responsible consumption and healthy consumption aims to balance the relationship between all stakeholders involved in an exchange ratio. In this research will be discussed aspects of sustainability, responsibility and the benefits associated with promoting the consumption of organic food. The main purpose is to analyze the factors that influence attitudes, purchase intent and willingness to pay of consumers for organic foods. The methodological procedures involved the construction of a structured questionnaire with items validated in previous studies of scales and adapted to the context of the research; the data were subjected to an exploratory analysis and, as a result, the structural equation modeling to test the theoretical model of the research was conducted, as well as other modeling techniques to test additional hypotheses of the research, such as beta regression, the quantile regression and simple linear regression. The results indicated that concern about health and food safety are two variables that significantly contribute to the formation of attitudes favorable to buying organic foods and that this in turn influences the purchase intention of the people. Positive attitudes in general, also influence the willingness to pay more for healthy food.
O consumo responsável e o consumo saudável almejam o equilíbrio da relação entre todos os stakeholders envolvidos em uma relação de troca. Nesta pesquisa serão discutidos aspectos de sustentabilidade, responsabilidade, bem como os benefícios associados à promoção do consumo de alimentos orgânicos. O propósito principal é analisar os fatores que influenciam as atitudes, a intenção de compra e a disposição a pagar do consumidor por alimentos orgânicos. Os procedimentos metodológicos envolveram a construção de um questionário estruturado, com itens validados em escalas de estudos anteriores e adaptados ao contexto da pesquisa; os dados foram submetidos a uma análise exploratória e, na sequência, foi realizada a modelagem de equações estruturais para testar o modelo teórico da pesquisa, bem como outras técnicas de modelagem para testar as hipóteses adicionais da pesquisa, como a regressão beta, a regressão quantílica e a regressão linear simples. Os resultados indicaram que a preocupação com saúde e com a segurança alimentar são duas variáveis que contribuem significativamente para a formação de atitudes favoráveis à compra de alimentos orgânicos e que esta, por sua vez, influencia na intenção de compra das pessoas. Atitudes positivas, em geral, também influenciam na disposição a pagar mais por alimentos saudáveis.
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Harrison, Dominique N. A. "Emotional Appeals in Nonprofit Advertising: A Rhetorical Analysis of Print Ads by the Susan G. Komen Breast Cancer Foundation and the American Cancer Society." Digital Commons @ East Tennessee State University, 2020. https://dc.etsu.edu/etd/3774.
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Emotional appeals are frequently employed in strategic messaging by nonprofit organizations. In this study, I identify instances of emotional appeals in select print adverts of the Susan G. Komen Breast Cancer Foundation and the American Cancer Society, and use rhetorical analysis to explore how each organization’s tactics are strategic in their appeal to target audiences’ emotions. In doing so, I identify several reoccurring emotional themes—including hope, love, and unity—that engage their target audiences and persuade them to respond to diverse calls-to-action. In order to make these appeals to audience emotion, the adverts employ rhetorical devices such as personification, metaphor, repetition, and imagery. Rhetorical analysis of the two organizations’ strategic messaging suggests that their calls-to-action, at least in print adverts, rely heavily on appeals to audience emotion. Taken together, the data suggest that previous efforts made by these nonprofits have been proven successful.
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Girdzijauskas, Andrius. "Socialinės atskirties mažinimas Lietuvoje: asmenų neturinčių pastovios gyvenamosios vietos poreikių įvertinimas ir jų socializacija." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2008. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2007~D_20080122_094843-66569.
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Socialinės atskirties mažinimo politika Europos sąjungoje. Asmenų neturinčių gyvenamosios vietos poreikių įvertinimas ir jų integracija į visuomenę. Lietuvos socialinio dugno modelis. Socialiai atskirtų asmenų integravimo į visuomenę strategija.Policy of reducing social separation in European Union. Evaluation of the needs of homeless and their integration into society. Model of the social bottom in the Lithuania. Strategy of the integration in sociaty of persons in social separation.
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Figueira, Rebeca Formiga. "Devo, não nego, pago quando puder: uma análise acerca dos fatores condicionantes no comportamento do consumidor endividado." Universidade Federal da Paraíba, 2013. http://tede.biblioteca.ufpb.br:8080/handle/tede/3837.
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Previous issue date: 2013-04-29Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES
Marketing and society studies aiming to better comprehend consumer debt are of quite relevance as they effectively contribute to public policy making within regulatory agencies of credit, and also to consumer protection agencies that focus on financial consumer protection. In order to encourage research in this field, the objective of this study consisted on analyzing debt constraint factors. Accordingly, a theoretical framework was presented and a structural model of debt propensity, along with its antecedents found in the literature, specially the international one, was elaborated. Attitude towards money, attitude towards credit card, self control, compulsive buying, impulsive buying and debt propensity were the constructs analyzed in this research. As being a quantitative study, descriptive statistical analysis, psychometric analysis and multivariate analysis of structural equation modeling (SEM) were performed. The study s sample was constituted by 301 respondents, questionnaires were administered online using googledocs and its disclosure was made through e-mailing and social networks. Results show that there is a direct relation between self control and impulsive buying, and that power-prestige pursuit influence compulsive buying. The hypothesis concerning the direct influence of credit card attitude and consumer debt propensity was accepted. A need for marketing actions aiming to comprehend and help consumers to better understand credit card usage and rules was identified.
Estudos de marketing e sociedade com a finalidade de compreender melhor a questão do endividamento do consumidor mostram-se bastante relevante, na medida em que contribuem efetivamente no planejamento de ações por meio das agências reguladoras de crédito, bem como dos órgãos relativos à defesa do consumidor que visem à conservação financeira do consumidor. Com o intuito de fomentar pesquisas deste gênero, o objetivo deste trabalho consistiu analisar os fatores condicionantes do endividamento. Para tanto, foi apresentado um referencial teórico e elaborado um modelo estrutural de propensão ao endividamento do consumidor mediante alguns antecedentes dispostos na literatura, em especial, internacional. Os construtos que fizeram parte desta pesquisa foram: atitude frente ao dinheiro, atitude com cartão de crédito, autocontrole, compra compulsiva, compra impulsiva e a propensão ao endividamento. Por se tratar de uma pesquisa de cunho quantitativo, procedeu-se a análise estatística descritiva, análise psicométrica e a análise multivariada de modelagem de equações estruturais (SEM). A amostra da pesquisa foi de 301 respondentes, com aplicação na internet por meio da plataforma googledocs e divulgação através de e-mails e redes sociais. Os resultados apontaram uma relação direta entre o autocontrole e a compra por impulso, bem como igualmente a busca por poder e prestígio influência à compra compulsiva. Verificou-se a aceitação da hipótese que trata da influência direta da atitude com cartão de crédito na propensão ao endividamento do consumidor. Indica-se a necessidade das ações de marketing voltadas a compreender e auxiliar os consumidores quanto ao uso e regulamentos do cartão de crédito.