Academic literature on the topic 'QUESTIONNAIRE SURVEY, SOCIAL CAMPAIGNS, SOCIAL MARKETING'
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Journal articles on the topic "QUESTIONNAIRE SURVEY, SOCIAL CAMPAIGNS, SOCIAL MARKETING"
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Monken, Sonia Francisca, Aléssio Bessa Sarquis, Vilmar Antonio Gonçalves Tondolo, and Maurício Andrade De Lima. "Influence of social marketing in corporate image." Revista Ibero-Americana de Estratégia 14, no. 4 (December 1, 2015): 119–34. http://dx.doi.org/10.5585/ijsm.v14i4.2268.
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Companies are investing to demonstrate an empathy with consumers interested in social issues. There was an increase in corporate social responsibility and some studies support that corporate attitude affects consumer purchasing. This paper aims to analyze to what extent social marketing campaigns influence the corporate image, also to identify the main factors that influence the corporate image of companies investing in social marketing and the correlation between the different factors that influence the corporate image. This is an exploratory study, quantitative, through a survey, with self-administered questionnaire to a sample of 220 college students. Data were analyzed using statistical tests of Spearman Correlation, Mann-Whitney and Wilcoxon W. The results infer significant linear correlation between social marketing campaigns and factors that influence the corporate image, however there is not a significant linear correlation between the factors that influence the corporate image, investment in social marketing and the frequency of use of the products. The study found that social marketing campaigns is a factor influencing the corporate image with low relevance, and that the most important influence factors are the quality and price of products.
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Cassia, Fabio, Francesca Magno, and Marta Ugolini. "The perceived effectiveness of social couponing campaigns for hotels in Italy." International Journal of Contemporary Hospitality Management 27, no. 7 (October 12, 2015): 1598–617. http://dx.doi.org/10.1108/ijchm-02-2014-0090.
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Purpose – The purpose of this paper is to analyze the effectiveness of social couponing campaigns for hotels. In particular, the perceived effectiveness related to four specific objectives is explored (acquiring and retaining new customers, building brand awareness, balancing seasonality and stimulating demand among existing customers). Design/methodology/approach – A questionnaire-based survey was conducted that involved 108 hotels, each of which has run at least one social couponing campaign through Groupon in Italy. The importance-performance approach was applied to analyze the data. Findings – Overall, the perceived effectiveness of social couponing for hotels is quite low. Social couponing is useful to increase brand awareness but does not encourage customer behavioral loyalty. Larger hotels can successfully use this marketing tool to balance demand seasonality. Research limitations/implications – The sample size is limited but includes approximately one-fourth of all Italian hotels that have run social coupon campaigns through Groupon. Only social couponing campaigns run through one daily deal site (Groupon) in one country (Italy) were considered. Practical implications – Social couponing is not perceived as equally effective for all hotels. This study provides hotel managers with suggestions for deciding whether to allocate a share of their marketing resources to social couponing. Originality/value – To the authors’ knowledge, this is the first paper to present field data to complement the available theoretical knowledge on social couponing for hotels.
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Assimakopoulos, Costas, Ioannis Antoniadis, Oliver G. Kayas, and Dragana Dvizac. "Effective social media marketing strategy: Facebook as an opportunity for universities." International Journal of Retail & Distribution Management 45, no. 5 (May 8, 2017): 532–49. http://dx.doi.org/10.1108/ijrdm-11-2016-0211.
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Purpose The purpose of this paper is to investigate the usage of university Facebook (FB) groups and sites by undergraduate students seeking information about their departments and the ways these pages could be used to acquire students. The factors that can intensify the FB group activities of a university are examined as well as how FB can be used as a marketing tool to improve marketing campaigns. Design/methodology/approach The study investigates and compares two universities: the University of Novi Sad of the Republic of Serbia and the Technological Educational Institute of Western Macedonia, Greece. A structured questionnaire was used with samples of 343 and 300 students gathered in this survey. Findings An enhanced technology acceptance model oriented toward FB is presented and it is the conceptual background of the paper. Student demographics and behavioral characteristics of the FB group they enrolled on were determined. Common behavioral patterns of the usage tension of the FB group are also identified. Additionally, five factors were determined that can be used by university marketers to intensify engagement with the FB group. Research limitations/implications Larger samples should be used for future research. Originality/value The paper proposes a marketing strategy a higher education institution should follow to more effectively use social networking sites as a marketing tool.
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Alshetti, Ahmed, and Muneer Al Mubarak. "THE ATTITUDE OF UNIVERSITY STUDENTS TOWARDS CELEBRITY ENDORSEMENTS THROUGH SOCIAL MEDIA." Humanities & Social Sciences Reviews 7, no. 6 (December 3, 2019): 515–24. http://dx.doi.org/10.18510/hssr.2019.7681.
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Purpose of the study: The study aims to identify the factors that influence students’ attitudes when celebrity endorsements are used through social media. It seeks to determine how effective endorsements are from the consumers’ point of view.
Methodology: A study model was developed to show the effect of different factors on students’ attitudes. A quantitative approach was used for data collection to support the model. This study employed a survey method using a questionnaire to gather information from participants.
Main findings: The findings show celebrity characteristics and social media advertisements affect students’ attitudes. The results were positive for students’ attitude towards celebrity endorsements through social media.
Applications of the study: The study provides insights into how businesses should plan marketing campaigns and influence students’ attitudes towards celebrity endorsements through social media. Companies are encouraged to use social networks to track and respond to the opinions of their customers in a timely manner.
Novelty/Originality of this study: There is a shortage of literature that is associated with celebrity endorsements through social media. This study aims to fill in the gap in knowledge and practice by identifying business opportunities and optimizing available marketing tools that can be used in order to gain a better image.
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Ekasari, Ayu. "In-store communication of reusable bag: Application of goal-framing theory." Jurnal Manajemen dan Pemasaran Jasa 14, no. 1 (April 6, 2021): 123. http://dx.doi.org/10.25105/jmpj.v14i1.7429.
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<p>Campaigns on pro-environmental behavior are an important objective in social marketing due to the environmental problems caused by people's consumption. Therefore, social marketers need to understand the underlying factors that make people change their behavior. This research investigates the determinants of pro-environmental behavior from the perspective of goal framing theory with three overarching goals, namely hedonic, gain, and normative. The data were collected using a questionnaire survey method and analyzed by structural equation modeling. The results showed that gain and normative goals directly affect pro-environmental behavior instead of a hedonic goal. This research also showed that the biospheric value as one of the self-transcendence values moderates the effect of normative goal towards pro-environmental behavior, proposed in preliminary studies. The findings contribute to the existing research regarding pro-environmental behavior determinants and used by social marketing initiatives, especially in-store-communication, in designing the right message. Future studies need to investigate the role of hedonic and egoistic values in predicting pro-environmental behavior.</p>
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Veríssimo, Diogo, Annalisa Bianchessi, Alejandro Arrivillaga, Fel Ceasar Cadiz, Roquelito Mancao, and Kevin Green. "Does It Work for Biodiversity? Experiences and Challenges in the Evaluation of Social Marketing Campaigns." Social Marketing Quarterly 24, no. 1 (October 18, 2017): 18–34. http://dx.doi.org/10.1177/1524500417734806.
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There is a growing realization among conservationists that human behavior is the main driver of all key threats to biodiversity and the environment. This realization has led to an escalation of the efforts to influence human behavior toward the adoption of more sustainable alternatives, more recently through the use of social marketing theory and tools. However, these initiatives have traditionally suffered from a lack of robust impact evaluation, which limits not only accountability but also a practitioner’s ability to learn and improve over time. We evaluated three social marketing campaigns conducted in the Philippines, which aimed at increasing the sustainability of local fisheries. To achieve this, we used the results not only from questionnaire surveys but also from biological and enforcement data. We found that although there is some evidence of impact around human behavior and perceptions of conservation results, those changes did not translate into biological outcomes during the 2-year time frame considered in this evaluation. We discuss many of the barriers to causal inference that still remain, particularly if causal links between outcomes and specific interventions are to be drawn, but also showcase how this current methodology can help us go further than the more basic approaches to impact evaluation commonly used. Lastly, we highlight a number of lessons learned from this experience in seeking a practical, ethical, and effective approach to impact evaluation.
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Dóra, Tímea Beatrice, and Zsuzsanna Szalkai. "Examination of Consumer Motivation and Expectation in the Case of Addiction Prevention Services." Periodica Polytechnica Social and Management Sciences 30, no. 1 (January 3, 2022): 12–27. http://dx.doi.org/10.3311/ppso.15965.
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The aim of this paper is to examine the consumer expectations and marketing communications related to the services of addiction prevention. The research questions of the study are the following: 1. What are the front- and back-office components to addiction prevention services and what key attributes should the front office staff have? 2. What types of service gaps occur, and what are the most critical factors highlighted by these gaps? 3. How do consumers perceive addiction prevention campaigns and what are their expectations? In order to answer the research questions, secondary and primary research were conducted, where the Servuction; GAP; and AIDA models were applied. As primary research, in-depth interviews were conducted with healthcare professionals in Hungary. Based on expert opinion we assessed the possible GAPs related to the campaign, placing the greatest emphasis on the communication gap (GAP4). To examine the consumer response, we analysed the attitude and opinion of consumers with an online questionnaire survey in connection with the communication GAP of the service, following the structure of the AIDA model. This paper presents the factors affecting the environment, implementation and the consumers of addiction prevention services. Our results highlight the importance of positive messages, family therapy and continuous training of patients; moreover, they show that friends and general practitioners have more influence on the behaviour of people than celebrities and social trends. The results presented in our study can help healthcare managers or marketers to develop their communication programmes/campaigns.
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Dobrinićč, Damir, Iva Gregurec, and Dunja Dobrinić. "Attitudes of Croatian Consumers About Mobile Messenger Chatbots." Journal of information and organizational sciences 45, no. 2 (December 15, 2021): 579–99. http://dx.doi.org/10.31341/jios.45.2.13.
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This paper aims to investigate Croatian consumers' attitudes about mobile messenger chatbots (MMC) and their propensity to use them. The proposed conceptual model is based on the Technology Acceptance Model (TAM) and Innovation Diffusion Theory (IDT). The research was conducted through an anonymous survey questionnaire available on the social network Facebook. The empirical research results show that perceived usefulness, perceived ease of use, compatibility, and attitude towards mobile advertisements are statistically significantly related to attitude towards mobile messenger chatbots. No negative correlation was found between internet privacy concern and consumer attitudes about mobile messenger chatbots. A positive correlation was found between attitude towards using mobile messenger chatbots and behavioral intention. In addition to the scientific contribution in better predicting chatbots' acceptance as a communication and promotional tool, the research results will also help marketing experts design advertising campaigns via mobile messenger chatbots.
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D'Souza, Clare, and Richard Tay. "Advertising implications and design of messages." Marketing Intelligence & Planning 34, no. 4 (June 6, 2016): 504–22. http://dx.doi.org/10.1108/mip-03-2015-0069.
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Purpose – The purpose of this paper is to examine the influence of personality traits on the perception of key message characteristics in road safety advertising. Design/methodology/approach – The advertisement uses visual imagery and imagery methods to examine key message characteristics. An online survey questionnaire was used to obtain responses of 947 driver perceptions with various personality traits; and the data are explored using multiple linear-regressions. Findings – The findings of the research indicate the importance of using key message characteristics based upon established scientific theory to developing messages, more particularly in road safety and other social marketing campaigns. The role of personality traits and its relevance also appear to be of primary importance and can be used to segment the market; guide message designs and development, as different personality traits are found to be significant for different message characteristics. Research limitations/implications – This research varies from preceding efforts as it examines the influence of personality traits on drivers’ perceptions of messages using established scientific theory, and bridging the gap in the research between two main paths of research with reference to fear-based messages: the process that influences an individual response to key messages; and the influences of personality trait differences on message perceptions. Originality/value – This study extends the knowledge in several essential areas and offers a set of recommendations to assist marketers in developing effective message strategies and segmentation based on personality traits. Besides advancing theory, this study enhances the understanding of how to develop more effective road safety messages that will save lives and prevent injuries.
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Wu, Meng-Shan Sharon, Cheng-Hao Steve Chen, and Bang Nguyen. "Luxury brand purchases and the extended self." Asia-Pacific Journal of Business Administration 7, no. 3 (September 7, 2015): 153–73. http://dx.doi.org/10.1108/apjba-05-2015-0046.
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Purpose – It is generally agreed that marketing campaigns developed for western markets may not be appropriate for consumers living in eastern cultures, particularly with respect to strategies for promoting luxury brands. While consultancy reports and media commentaries show that rising levels of disposable income are driving increasing demand for luxury goods in China and Taiwan, for example, the academic literature offers very few consumer research findings clearly elucidating the different luxury purchasing behaviour of eastern and western consumers. The purpose of this paper is to compare the consumption of luxury products and luxury fashion purchasing habits in Taiwan and the UK, with particular reference to the fashion sector, focusing on a strategically important emerging market segment: young consumers of luxury brands. Design/methodology/approach – To achieve the study’s objectives, questionnaires were administered online in each of the two countries to females aged 18-26 years, who had made more than two luxury purchases in the year preceding the survey. Employing a two-wave survey, respondents were selected via social media and personal contacts in the UK and by means of snowball sampling in Taiwan. Findings – The study found one major point of difference among many similarities: the Taiwanese buyers scored significantly higher on indicators that they were treating luxury brands as a means of developing their self-identity and communicating their social standing: an important part of maintaining “face” in Asian cultures. These findings contain important strategic implications for luxury fashion brand managers developing marketing campaigns for the promotion of their brands in the distinctive cultures of Taiwan, Mainland China and their neighbours. Originality/value – The study reported in this paper compares the consumption of luxury products in Taiwan and the UK, with particular reference to the fashion sector. The study contributes to existing knowledge by evaluating differences and similarities in: first, the luxury fashion purchasing behaviour of young women in Taiwan and the UK; and second, the ways in which the two sets of consumers use luxury fashion products as an extension of their selves.
Dissertations / Theses on the topic "QUESTIONNAIRE SURVEY, SOCIAL CAMPAIGNS, SOCIAL MARKETING"
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Šafaříková, Martina. "Marketingový výzkum společenské odpovědnosti firem a možnosti její aplikace v oblasti zdraví a sportu." Master's thesis, 2013. http://www.nusl.cz/ntk/nusl-330060.
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Title Corporate Social Responsibility: Marketing research and its application in health and sport Objectives To present marketing research results, to assess Czech medium and large enterprises' approaches to corporate social responsibility, to evaluate a situation of CSR in the Czech Republic and to recommend some changes Methods questionnaire survey, primary data capture Results The level of corporate social responsibility in the Czech Republic is intermediate; nevertheless the potential of this concept remains underused in terms of knowledge, benefits and application options. Corporate social responsibility activities connected with health and sport are considered important and appear in majority of examined enterprises. Key words corporate social responsibility, marketing research, questionnaire survey, health, healthy lifestyle, sport
Book chapters on the topic "QUESTIONNAIRE SURVEY, SOCIAL CAMPAIGNS, SOCIAL MARKETING"
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Distel, Viktoria, Roman Egger, Ugljesa Petrovic, Viet Linh Phan, and Simon Wiesinger. "The Usage of Emoji in Tourism-Related Instagram Posts: Suggestions from a Marketing Perspective." In Information and Communication Technologies in Tourism 2022, 134–45. Cham: Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-030-94751-4_13.
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AbstractThe relevance of emoji in social media marketing has attracted tremendous interest from academics and marketing professionals alike ever since emoji became a fixed component in user-to-user and business-to-user communication on online platforms such as Instagram and Facebook. Using a quantitative research approach in the form of a self-administered online survey in an experimental setting, the purpose of this study is to investigate what type of emoji positively impacts consumer behaviour, purchase intention, and user interaction in tourism-related Instagram posts. This research is novel in that it bridges the usage of emoji in the context of social media and tourism. The findings support tourism managers in the practical use of emoji for social media marketing campaigns on Instagram and show that (positive) face emoji evoke more positive emotions than non-face emoji.
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Abdulrazzaq, Amera H., Sharifa Hamad, Marwa Ali, Fatima Mohammed, and Walaa S. Kamal. "The Application of Instagram as a Promotional and Communication Tool by Productive Families in the Kingdom of Bahrain." In Social Media Marketing, 369–81. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-5637-4.ch018.
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This study aims to investigate Instagram potentialities in the family business sector in Bahrain known as “Productive families”. The intention to adopt and use the tool to promote their products and support information sharing, cooperation, and actual communication, the actual benefits and use derived as a stand-alone tool, and the socio-economic payoffs for their businesses. An analytical and quantitative approach is used throughout the study. A survey was distributed to 253 participants consisting of a standard questionnaire divided in to two main parts: the first part covered the demographic elements while the second part focused on two factors (Performance Expectancy and Effort Expectancy) of the Unified Theory of Acceptance and Use of Technology model (UTAUT). The analysis reveals that: (1) Instagram can be an important means of creating valuable opportunities for productive families to achieve their missions and goals in promoting and advertising their products; (2) the two factors analyzed (Performance expectancy and Effort expectancy) directly influence the families' intention to use form which leads directly to the actual usage; (3) the families' age, gender and level of education have indirect effects on their intention to adopt and use the platform; (4) most of the families use Instagram to promote their businesses, specifically handcrafts and services and have doing so for over two year; (5) The main financially supporter is Tamkeen, which backs 53% of the surveyed families. To our knowledge, this is the first in-depth study of the use of Instagram by Productive Bahraini families.
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Hassan, Shahizan, Norshuhada Shiratuddin, and Sobihatun Nur Ab Salam. "Social Media as Persuasive Technology for Business in Malaysia." In Social Entrepreneurship, 616–38. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-8182-6.ch032.
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The use of social media for business purposes has been growing exponentially due to its great potential as an effective marketing tool. Nonetheless, studies which assess how effective social media can be as a persuasive technology are limited, especially in the context of developing countries. Therefore, this study attempts to evaluate the perceived impact of social media as a persuasive technology for businesses in Malaysia. To accomplish this, a questionnaire survey was conducted with 1,196 social media users. Geographical clustering sampling was used, together with simple random sampling to select participants for the survey, which was based in five regions in Malaysia. The outcome of the survey shows that social media can have a significant impact on business and that the majority of social media users perceive that social media content can indeed persuade people to purchase products or services offered. Furthermore, it was found that social media content can also significantly influence purchasing decisions.
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Sugandini, Dyah, Mohamad Irhas Effendi, and Yuni Istanto. "The Resistance of SMEs in Adopting Social Media:TOE Model." In COVID-19 – RESHAPING MARKETING AND COMMUNICATIONS, 44–53. Proud Pen, 2020. http://dx.doi.org/10.51432/978-1-8381524-7-5_5.
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This study aims to analyze the resistance to adoption of social media technology in SMEs in Yogyakarta. This research was conducted through a survey of respondents in SMEs using a questionnaire. The number of respondents in this study was 150 SMEs. Data analyser using SEM-PLS. The results of this study indicate that adoption resistance is influenced by manager support, organizational readiness and knowledge of SME managers. Manager support is the most substantial determining factor for SMEs in adopting the technology. The contribution of this research is to add theoretical support to adoption resistance. The resistance to social media adoption in SMEs is unique because the adoption of social media technology is needed during difficult times such as during the Covid-19 pandemic, but many SMEs do not want to adopt it.
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Sugandini, Dyah, Mohamad Irhas Effendi, and Yuni Istanto. "The Resistance of SMEs in Adopting Social Media:TOE Model." In COVID-19 – RESHAPING MARKETING AND COMMUNICATIONS, 44–53. Proud Pen, 2020. http://dx.doi.org/10.51432/978-1-8381524-7-5_5.
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This study aims to analyze the resistance to adoption of social media technology in SMEs in Yogyakarta. This research was conducted through a survey of respondents in SMEs using a questionnaire. The number of respondents in this study was 150 SMEs. Data analyser using SEM-PLS. The results of this study indicate that adoption resistance is influenced by manager support, organizational readiness and knowledge of SME managers. Manager support is the most substantial determining factor for SMEs in adopting the technology. The contribution of this research is to add theoretical support to adoption resistance. The resistance to social media adoption in SMEs is unique because the adoption of social media technology is needed during difficult times such as during the Covid-19 pandemic, but many SMEs do not want to adopt it.
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Ali, Imran. "The Nexus Between CSR, Corporate Image, Company Identification, Emotional Attachment and Small Equity Investors Behavior." In Corporate Social Responsibility, 549–63. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-6192-7.ch029.
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Marketing literature provides empirical evidence on the relationship among corporate social responsibility (CSR), company identification, emotional attachment, corporate image and consumer behavior. However, there is sparse research that examines the impact of CSR, image, identity and emotional attachment in shaping investors' behavior. The current study fills this gap by proposing and testing a conceptual model that examines the nexus between CSR, company identification, emotional attachment and corporate image and investor behavior. Data has been collected from small equity investors trading at Lahore Stock Exchange in Pakistan using self-administered survey questionnaire technique. The study used structural equation modeling (SEM) technique to test the proposed model. The study found positive association between CSR, and corporate image, corporate identity and development of emotional attachment with company. The higher level of CSR, corporate image, corporate identity and emotional attachment leads to development of investors' behavioral loyalty with company.
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Akbar, Tooba Ali, and Hatem El-Gohary. "Brand Humour Advertisements on a Social Network Platform and Their Impact on Online Consumer Engagement." In Advances in Marketing, Customer Relationship Management, and E-Services, 212–36. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-7192-7.ch013.
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Past studies on humour have predicted that the right humour technique can attract attention and lead to organic engagement from the viewer. However, limited research has been conducted concerning the use of humour by brands on social media. Based on Speck's taxonomy of humour, this research aims to clarify whether online brand humour advertisements have an impact on consumer engagement on a visual social media platform like Instagram. This chapter analyses the influence of comic wit and satire on product involvement, brand familiarity and gender, and their impact on online consumer engagement on the social network platform. A survey was developed and distributed online and a total of 216 participants from Qatar voluntarily filled out the questionnaire. Data was then analysed using SPSS and structural equation modelling. Results provide evidence that both humour techniques have a significant impact on consumer engagement when product involvement is mediating their relationship. Managerial implications of the results and future research prospects are also discussed.
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Perera, Graham Romello, and Irosha Perera. "Influence of Social Media Marketing on the Brand Image of Organizations in the Hospitality Industry of Sri Lanka." In Media Influence, 371–83. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-3929-2.ch020.
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The research paper aims to identify significant factors affecting towards the Social Media Marketing which can influence and affect the Brand Image of organizations in the hospitality sector. The identified factors include the following; 1. Positivity, 2. Consistency, 3. Differentiation, 4. Personality, and 5. Engagement Opportunities on Social Media. A framework was developed to highlight the relationship of the factors and their direct influence and impact on the Brand Image. A questionnaire is used to obtain primary data, and the data is analysed using a variety of statistical tools to measure and evaluate the strength of the influence and impact of Social Media Marketing on Brand Image of Hospitality Brands. Assessing the influence and impact of Social Media Marketing on their Brand Image can help organizations in the hospitality industry to evaluate the success of their Social Media Marketing Campaigns, while organizations that are currently not engaged in Social Media Marketing can gain a better understanding on how to utilize Social Media platforms to enhance their Brand Image.
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Mejía-Trejo, Juan. "Confirming Digital Marketing Model Innovation Design." In Advances in Marketing, Customer Relationship Management, and E-Services, 158–71. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-8003-5.ch009.
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The COVID-19 pandemic is an unprecedented event that has ravaged emergent economies like Mexico seriously. In this sense, several sectors like social impact startups (SIS) are called to participate in actions to recover more quickly in their operations, income, and competitiveness in the post-COVID era. In fact, digital marketing campaigns are alternatives for the Mexican SIS to raise its competitiveness again. Hence, this study aims to confirm the digital marketing model innovation (DMMI) through covariance-based structural equation modeling (CB-SEM) applied on a survey of 180 Mexican SIS during Dec-2020 to Feb-2021. The study´s value is the model`s validity of DMMI and its capability to determine digital marketing strategies to overcome emergency situations like COVID-19.
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Avcı, İbrahim, and Salih Yıldız. "A Research on Hedonic and Utilitarian Consumption Behavior of Young Consumers on Big Discount Days." In Advances in Marketing, Customer Relationship Management, and E-Services, 559–79. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-5077-9.ch027.
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Recent changes and developments in social life affect both the marketing strategies of brands and the consumer behaviors. The big discount days were first implemented in the USA under the name “Black Friday,” and it was implemented in Turkey under the “Legend Friday, Legend Days, Super Friday, 11.11.” The big discount days campaigns also changed the consumer's sense of consumption. Together with the changing consumption concept, consumers are looking for psychological and social benefits in addition to the physical benefits in the products they purchase. The aim of this study is to determine the effect of hedonic and utilitarian consumption motives on consumers purchase intentions on big discount days. The questionnaire form was applied face to face to 621 students in a private university in Istanbul between 05.05.2019 and 15.05.2019. The obtained data were analyzed with SPSS 21 and AMOS 24 programs, and as a result of the analysis, it was determined that the hedonic and utilitarian consumption motives had a significant effect on consumer purchase intention on the big discount days.
Conference papers on the topic "QUESTIONNAIRE SURVEY, SOCIAL CAMPAIGNS, SOCIAL MARKETING"
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Šakinytė, Dainora, Rasa Markšaitytė, Laura Šeibokaitė, Auksė Endriulaitienė, and Justina Slavinskienė. "THE EFFECTIVENESS OF SOCIAL ADS TARGETING DRUNK DRIVING." In International Psychological Applications Conference and Trends. inScience Press, 2021. http://dx.doi.org/10.36315/2021inpact069.
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"Social advertisements with threat appeals are widely used to reduce drunk driving. However, research on the effectiveness of such advertising is limited. This study aimed to evaluate, what emotions cause threat appeal ads targeting drunk driving and whether these ads change risky driving attitudes. 41 students (17.1 percent males; mean age 20.9 years; 53.7 percent had a driving license) voluntarily participated in the experimental study. Every participant was randomly assigned to one of three groups: two experimental (watched one of two TV ads with threat appeals) or control group (watched car wash ad with no threatening stimuli). After watching one of three ads, all participants were asked to evaluate seven emotions and to fill in Driving Attitude Questionnaire (DAQ). Results revealed that both road safety threat appeal ads targeting drunk driving did not arouse any stronger fear emotions or differences in driving attitudes compared to control group. Both experimental groups didn’t differ in emotions or attitudes as well. No difference in emotions and attitudes was found when comparing the reaction of participants who have seen the specific ad before the experiment and those who haven’t. The fact of being a licensed driver was also not related to the level of reported emotions or attitude differences in both experimental groups. The study results reveal that the possible effectiveness of threat appeal ads from ongoing social marketing campaigns on reducing drunk driving is questionable and further studies are needed."
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Khaled, Salma, Peter Haddad, Majid Al-Abdulla, Tarek Bellaj, Yousri Marzouk, Youssef Hasan, Ibrahim Al-Kaabi, et al. "Qatar - Longitudinal Assessment of Mental Health in Pandemics (Q-LAMP)." In Qatar University Annual Research Forum & Exhibition. Qatar University Press, 2020. http://dx.doi.org/10.29117/quarfe.2020.0287.
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Aims: Q-LAMP aims to identify risk factors and resilience factors for symptoms of psychiatric illness during the pandemic. Study strengths include the 1-year longitudinal design and the use of standardized instruments already available in English and Arabic. The results will increase understanding of the impact of the pandemic on mental health for better support of the population during the pandemic and in future epidemics. Until an effective vaccine is available or herd immunity is achieved, countries are likely to encounter repeated ‘waves’ of infection. The identification of at-risk groups for mental illness will inform the planning and delivery of individualized treatment including primary prevention. Methodology: Longitudinal online survey; SMS-based recruitment and social media platforms advertisements e.g. Facebook, Instagram; Online consent; Completion time for questionnaires: approx. 20 to 30 minute; Baseline questionnaire with follow up at 3, 6, 9 and 12 months; Study completion date: Sept. 2021. Inclusion criteria: Currently living in Qatar; Qatari residents: citizens and expatriates; Age 18 years; read Arabic or English (questionnaire and consent form available in both languages). Instruments: Sociodemographic questionnaire including personal and family experience of COVID-19 infection; Standard instruments to assess psychiatric morbidity including depression, anxiety and PTSD; research team-designed instruments to assess social impact of pandemic; standard questionnaires to assess resilience, personality, loneliness, religious beliefs and social networks. Results: The analysis was based on 181 observations. Approximately, 3.5% of the sample was from the sms-recruitment method. The sample of completed surveys consisted of 65.0% females and 35.0% males. Qatari respondents comprised 27.0% of the total sample, while 52% of the sample were married, 25% had Grade 12 or lower level of educational attainment, and 46.0% were unemployed. Covid-19 appears to have affected different aspects of people’s lives from personal health to living arrangements, employment, and health of family and friends. Approximately, 41% to 55% of those who responded to the survey perceived changes in their stress levels, mental health, and loneliness to be worse than before the pandemic. Additionally, the wide availability of information about the pandemic on the internet and social media was perceived as source of pandemic-related worries among members of the public. Conclusion: The continued provision of mental health service and educational campaigns about effective stress and mental health management is warranted.
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Arruda, Amilton, Celso Hartkopf, and Rodrigo Balestra. "City branding: strategic planning and communication image in the management of contemporary cities." In Systems & Design: Beyond Processes and Thinking. Valencia: Universitat Politècnica València, 2016. http://dx.doi.org/10.4995/ifdp.2016.3288.
Full textAbstract:
Over the past decade, one can observe a steady growth in the use of terms such as Place Branding, Nation Branding, Destination Branding and City Branding. Both in academic research and in the practical applications in large cities management and urban spaces, this new paradigm takes shape and, along with it, the need for definitions and concepts, methods and methodologies and the establishment of technical and theoretical standards. This approach was born in the Marketing field, specifically in what was called Place Marketing. In this context the Branding stood out as a development tool solutions to the need for differentiation, generation of solid images and the establishment of symbols and identity signs, in order to leverage economic benefits for countries, cities and regions. In a way, fulfilling, in the first instance, a similar role to the branding of products and services. But it was specifically in Branding corporations that were found the biggest matches to adapt this knowledge to management positions. Ashworth & Kavaratzis (2010) highlight the fact that both present multidisciplinary roots, a multiple number of strategic actors (stakeholders), high degree of intangibility and complexity of social responsibility, the multiplicity of identities and the long-term development needs are strong examples their similarities. The development and management of corporate identities, here expanded to the Branding corporations, it is a prolific field of Design. It great names of the area said their careers and built great legacy. The time of greater proficiency in the area were the 50s and 60s, dominated by modernist thought, and, coincidentally or not, exactly the time that focused efforts to assert the identity of the designer as a professional (STOLARSKI, 2006) . Nationally stand out names like Alexandre Wollner, Ruben Martins, the duo Carlos Cauduro and Ludovico Martino and Aloisio Magalhaes. In contrast, in the literature produced in the marketing field, often the role of design in this context is reduced to merely promotional measures, such as creating logos or advertising campaigns. In other words, defined as a work of low complexity and low social prägnanz. This approach comes at odds with contemporary theories of design, such as MetaDesign, Design Thinking and Design Collaborative, in which are presented motodológicos models of high relevance for the identification, analysis and solution of complex problems involving multiple elements and agents. The proposed article aims to survey the state of the art City Branding / Place Branding focused on publications produced in the disciplinary field of design. The literature review will grant that, before the above presented context, is analyzed as designers and researchers design face the contributions that the field can offer to the practice and theory of Branding places. Finally, Article yearns assess whether the pre-established hypothesis that there are possible and fruitful connections between contemporary theories of design and the City Branding, is being addressed in articles and publications area.DOI: http://dx.doi.org/10.4995/IFDP.2016.3288