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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.
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Sharma, Piyush, M. Krishna Erramilli, Cindy Chung, and Bharadhwaj Sivakumaran. "Consumer ambivalence toward contraception – towards an integrative framework." International Journal of Pharmaceutical and Healthcare Marketing 9, no. 2 (June 1, 2015): 95–117. http://dx.doi.org/10.1108/ijphm-03-2013-0007.
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Purpose – This paper aims to introduce a comprehensive conceptual framework to study the influence of “consumer ambivalence towards contraception” and “intercourse frequency” along with attitudes toward contraception and satisfaction with most familiar contraceptive method, on contraceptive usage and intentions. Design/methodology/approach – A team of trained female interviewers used a structured questionnaire to conduct a clinic-intercept survey with 588 sexually active female consumers in two major hospitals and six randomly chosen clinics in Singapore (response rate = 29 per cent). Findings – Consumer attitudes toward contraception, satisfaction with most familiar contraceptive method and intercourse frequency have a positive effect on contraceptive usage. Consumer ambivalence toward contraception has a negative effect on usage and intentions and it negatively moderates the effects of attitudes, satisfaction and intercourse frequency. Research limitations/implications – This paper explores the role of consumer ambivalence toward contraception in general and not toward specific contraceptive methods. Moreover, it does not measure differences in the impact of personal cultural values and orientations of the participants on contraceptive usage. These could be useful avenues for future research. Practical implications – By clarifying the reasons for inconsistent contraception usage, this research will help health-care professionals, social workers and welfare organizations develop more focused consumer education programs and communication campaigns to reduce consumer ambivalence about contraception and improve contraception usage rates. Originality/value – This paper extends prior research on consumer ambivalence by exploring its direct and moderating impact on contraceptive usage, an important issue for female health and well-being. The authors also show intercourse frequency as a moderator in this process.
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Gadeikienė, Agnė, Laura Šalčiuvienė, Jūratė Banytė, Aistė Dovalienė, Mindaugas Kavaliauskas, and Žaneta Piligrimienė. "Emerging Consumer Healthy Lifestyles in Lithuania." Sustainability 13, no. 18 (September 8, 2021): 10056. http://dx.doi.org/10.3390/su131810056.
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Consumer lifestyle is considered one of the important predictors of sustainable consumption behavior at the individual, community and societal levels. In this paper, the healthy lifestyle of consumers is analyzed and defined as the lifestyle that explains how people live in terms of health. This study focuses on consumers’ healthy lifestyle clusters and offers an updated healthy lifestyle measurement tool that can be used to segment consumers into specific segments according to six healthy lifestyle domains: physical, mental, emotional, social, spiritual and intellectual health. An online survey with 645 respondents of different socio-demographic profiles was conducted in Lithuania. Based on data collected through questionnaires, specific segments were identified using self-organizing maps and cluster analysis methods. The findings suggest that four different segments could represent consumers concerning their healthy lifestyles. The results will be of use to companies initiating marketing campaigns to target different consumer groups with their brands and offering healthy lifestyle-related products and services to consumers in Lithuania. The findings are also valuable for public policymakers and opinion leaders who foster healthy lifestyles and seek to form a public opinion regarding sustainable consumption.
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Brooker, Sue, Graham Kelly, Pat Cawson, and Corrine Wattam. "The Prevalence of Child Abuse and Neglect: A Study of Young People." International Journal of Market Research 43, no. 3 (May 2001): 1–34. http://dx.doi.org/10.1177/147078530104300303.
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Describes a survey among young people about experience of abuse or neglect, conducted by BBMRB Social Research for the NSPCC in connection with their Full Stop campaign. It was known that crimes against children tend to be underreported. A key objective was to provide robust and reliable benchmarks for the measurement of child abuse and neglect and public attitudes to them. Research challenges which had to be resolved were: how abuse should be defined; context, approach and presentation of the study; how to maximise response rate and minimise/account for bias; data collection method; size, type and composition of the sample (a crucial issue, discussed in some detail); questionnaire design; memory and recall; interviewer briefing and fieldwork issues; confidentiality and ethics. The very sensitive questionnaires had to be well piloted. CAPI was essential because of the complexity of potential interviews. Key results are summarised (a full report is available: ‘Child Maltreatment in the United Kingdom’, Cawson, Wattam, Brooker and Kelly, 2000), under the following heads: physical abuse, physical neglect, emotional or psychological maltreatment, sexual abuse. The results have suggested that the present child protection system in the UK is inadequate in several respects, and raises important questions for public policy, and for the need for continuing research in this area.
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Hassan Fathelrahman Mansour, Ilham, and Dalia Mohammed Elzubier Diab. "The relationship between celebrities’ credibility and advertising effectiveness." Journal of Islamic Marketing 7, no. 2 (June 13, 2016): 148–66. http://dx.doi.org/10.1108/jima-05-2013-0036.
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Purpose The purpose of this study is twofold, first, the study aimed at investigating the impact of celebrities’ credibility on advertising effectiveness by examining the celebrity attributes that are likely to influence consumer attitude towards celebrity-endorsed TV advertising and their purchase behaviour. Second, the study seeks to identify the mediating role of religiosity on consumers’ attitudes towards celebrity-endorsed television advertising and buying behaviour. Design/methodology/approach The study is based on a survey questionnaire in a sample of 370 Sudanese customers on their attitude towards the celebrity endorsement of television advertising. Findings The study found that celebrities’ likeability and their attractiveness have the greatest impact on both consumers Attitude and their purchase behaviour. The study also confirms that religiosity partially mediate both the relationships between celebrities’ credibility and the attitude towards the advertisement and purchase behaviour and revealed that religiosity correlates negatively with celebrities’ credibility and attitude towards advertisement. Research limitations/implications However, the study has some limitations, as it investigates the effectiveness of celebrities’ endorsement in TV commercials only. Future research could be extended to investigate the effectiveness of using celebrities advertising on other different media such as radio, printed and outdoors media. Further, the study uses a scale based on the Islamic practice dimensions, and using a more comprehensive scale to measure religiosity based on both belief and practices may be a further extension. Practical implications These results have important implications for advertising practitioners and business enterprises in Sudan, and other similar communities. They provide guidance in the sense that religiosity should be weighed in and given high importance when using celebrities in advertising campaigns and that the advertisement contents should be compliant with the Islamic law (Shariah). Social implications Understanding how religious beliefs influence the attitude towards the advertising is of great importance to international advertisers to improve advertising effectiveness without offending their Muslim audience. The study enriches the literature on the religiosity and its influence on the consumer behaviour, particularly in the celebrity-endorsed advertisements. Originality/value To the best of the authors knowledge, this study is the first study of its kind in Sudan to explore the impact of celebrities’ endorsement on consumers attitude and buying behaviour and provide empirical evidence to verify the existence of a mediating role of religiosity on both the attitude and purchase behaviour in the Sudanese context. It provides an understanding of Sudanese attitudes and purchase decision, as Muslims, and thus provides practitioners with guidelines on how to design celebrity-endorsed TV advertisements to influence consumers’ attitude and buying behaviour.
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Diaz Meneses, Gonzalo, and Ignacio Luri Rodríguez. "Comparing short- and long-term breastfeeding models." Journal of Social Marketing 5, no. 4 (October 12, 2015): 338–56. http://dx.doi.org/10.1108/jsocm-11-2014-0084.
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Purpose – The purpose of this paper is, as the health benefits of breastfeeding for mother and child have already been fully ascertained, to highlight the differences on why short- and long-term breastfeeding mothers adopt their respective behaviours. Based on these findings, a model for long-term breastfeeding is put forward here. The aim is to identify the specific variables and processes that create confidence during the early days in breastfeeding mothers so that social marketing campaigns can be deployed more effectively to sustain this behaviour over time. Design/methodology/approach – The validity and reliability of the scales used were tested using Cronbach’s alpha and exploratory and confirmatory factor analyses. Differences in cognition, attitudes and behaviour with respect to breastfeeding between the short- and long-term breastfeeding mothers were analysed with ANOVA and multi-group structural equation modelling. An independent self-administered questionnaire was given to 311 breastfeeding mothers in 2008. The surveys were carried out at the Maternity Hospital together with five other medical centres on the island of Gran Canaria (5 per cent error and 95 per cent reliability). This can be considered to be a fair representation of trends in breastfeeding in Spain, as most births take place in similar state hospitals. Findings – As expected, short- and long-term breastfeeding mothers differed over the key variables. While attitudes toward, and knowledge of, breastfeeding produce the adoption of breastfeeding, long-term commitment seems to relate more to general knowledge on health and other intangibles. Practical implications – In light of these results, specific marketing efforts should be designed to achieve the continuation of breastfeeding. Interventions that focus on attitudes toward, and knowledge of, breastfeeding may prove ineffective. Originality/value – As many worldwide research projects suggest, the extremely large percentage of mothers who discontinue breastfeeding before the infant reaches six months of age represent a greater challenge than the relatively low percentage of mothers who choose not to breastfeed from the beginning. This paper focuses on long-term commitment and outlines a possible model to promote the same.
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Dewayanti, R., Irham, and H. Perwitasari. "Contribution of semi-organic shallot to sustainable value chain: case study of marginal land in Selopamioro village, Bantul, Yogyakarta, Indonesia." IOP Conference Series: Earth and Environmental Science 1005, no. 1 (March 1, 2022): 012027. http://dx.doi.org/10.1088/1755-1315/1005/1/012027.
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Abstract Shallot is one of three main vegetable commodities in Indonesia, highly potential to be developed, both in terms of consumption and trade. However, shallot from sustainable cultivation is still scarcely available in the market. Therefore, this study aims to analyse the semi-organic shallot value chain in order to identify constraints on production and marketing, also to assess its value chain sustainability performance, with case of marginal land in Selopamioro village, Bantul district, Yogyakarta. The research involves multi-stakeholders along the chain, including three farmer groups i.e. Lestari Mulyo, Sekar Mulyo, and Bumi Mukti. These groups have consistently developed semi-organic shallot production for the past few years, using different bulb varieties, due to their soil characteristics. Snowball sampling is applied in mapping the value chain actors, followed with survey, key informant interview within guided questionnaire, and market observations. Data analysis covers descriptive analysis, PESTEC analysis for constraint identification and improvement recommendation, while value chain sustainability performance is assessed through selected indicators of economic, social, and environment related to the study area. Results describe actors, supporters, and influencers of the existing value chain. In terms of production constraints, results identify: poor marginal land fertility, same time harvesting, discontinuous supply, impatient farming activities, women role equality in farming activities, lack of processing sources, virus contamination risk, longer seedling, and limited source for shifting fuel into electrical machineries. As marketing constraints, results identify: on farm government focus, lack of selling skill and sustainable commodity campaign, unreliable off-takers linkage, limited alternative market information, consumer price sensitivity, verbal agreement transaction, minor young farmer membership, poor e-commerce skill, weak branding effort and processing focus, and business unit unavailability at farmer group. Recommendation highlights the triple helix approach in strengthening the collaboration within the chain. Further the value chain is considered sustainable, with sustainability performance of the value chain related to Lestari Mulyo and Sekar Mulyo is good, and Bumi Mukti is moderate.
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Schuster, Lisa, Krzysztof Kubacki, and Sharyn Rundle-Thiele. "Community-based social marketing: effects on social norms." Journal of Social Marketing 6, no. 2 (April 11, 2016): 193–210. http://dx.doi.org/10.1108/jsocm-06-2015-0036.
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Purpose This paper aims to investigate whether application of a community-based social marketing (CBSM) principle, namely, increasing the visibility of a target behaviour in the community, can change social norms surrounding the behaviour. Design/methodology/approach A repeated measures quasi-experimental design was used to evaluate the Victorian Health Promotion Foundation’s Walk to School 2013 programme. The target population for the survey were caregivers of primary school children aged between 5-12 years old. The final sample size across the three online surveys administered was 102 respondents. Findings The results suggest that the programme increased caregivers’ perceptions that children in their community walked to and from school and that walking to and from school is socially acceptable. Originality/value The study contributes to addressing the recent call for research examining the relationship between CBSM principles and programme outcomes. Further, the results provide insight for enhancing the social norms approach, which has traditionally relied on changing social norms exclusively through media campaigns.
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Mattiello, Kerla, Francisco Giovanni David Vieira, and Isolde Terezinha Santos Previdelli. "MARKETING SOCIAL CORPORATIVO E EMPREENDEDORISMO SOCIAL." Revista de Negócios 13, no. 4 (April 6, 2009): 72. http://dx.doi.org/10.7867/1980-4431.2008v13n4p72-88.
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The present study is a synthesis of the results of a study accomplished as master's degree dissertation that looked for to evidence the actions of corporate social marketing (MSC) of great Brazilian companies creators of institutes or business foundations. The study looked for to analyze and to describe the programs of MSC and if this practice can influence the initiative of undertaking institutes and business foundations. The method of research of the type survey was used and as instrument of collection of data the questionnaire. The work treats of that phenomenon still unexplored for entrepreneurship researchers and of marketing, whose magnitude can be observed through empiric evidences found in the extent of GIFE - Group Foundation, Institutes and Companies, group chosen as research focus. Key words: Corporate Social marketing. Social Entrepreneurship. Institutes. Foundations.
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Nadanyiova, Margareta, Jana Majerova, and Lubica Gajanova. "Digital marketing, competitive advantage, marketing communication, social media, consumers." Marketing and Management of Innovations 5, no. 4 (2021): 92–103. http://dx.doi.org/10.21272/mmi.2021.4-08.
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Nowadays, marketing in the digital environment is very important for every company. The reason is that internet use has more than doubled in the last decade, and this shift has significantly affected the way customers buy products and communicate with companies. Digital marketing is like any other type of marketing - it is a way to connect with current customers and influence potential customers. It is very important, especially when there are already many products and services on the market with really high competition. The main difference between online and traditional marketing is that the company can better connect with customers and influence them online. Based on the above mentioned, the paper's main aim is to analyze the application of digital marketing in the selected Slovak brand and its perception by Slovak consumers, propose recommendations for a more effective application of digital marketing in this company. It includes providing the theoretical background and analysis of digital marketing from the viewpoint of Slovak and foreign authors. The important secondary data source was scientific research, annual company reports, statistical databases, and published professional publications. To find out the perception of digital marketing from the perspective of Slovak consumers, a questionnaire survey was conducted. The questionnaire survey aimed to find out the opinions, attitudes, and satisfaction of consumers with the selected Slovak brand. To determine the sample size, the base file representing a number of people older than 18 was obtained from the demographic statistics of the Statistical Office of the Slovak Republic. General scientific methods (i.e., excerption, description, comparative analysis, deduction, and induction) were used for data processing and mathematical and statistical methods to evaluate data from the survey using IBM SPSS Statistics software. To achieve the main goal of the paper, based on the theoretical background and survey results, research hypotheses were formulated and subsequently verified. Finally, based on the analysis and results of the questionnaire survey, benefits of digital marketing are highlighted, such as gaining a competitive advantage, increasing customer loyalty, and overall increasing brand awareness.
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Bogueva, Diana, Dora Marinova, and Talia Raphaely. "Reducing meat consumption: the case for social marketing." Asia Pacific Journal of Marketing and Logistics 29, no. 3 (June 12, 2017): 477–500. http://dx.doi.org/10.1108/apjml-08-2016-0139.
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Purpose The purpose of this paper is to explore reasons behind meat consumption. It aims to find out what motivates meat consumers and explore the opportunities of social marketing to counteract negative environmental and health trends. Design/methodology/approach An exploratory Australian survey of Sydney consumer red meat choices is used covering dietary preferences, meat eating patterns, reasons and levels of concern for economic and environmental issues. Analysis of dietary guidelines and marketing campaigns in relation to the survey findings is conducted. Findings The survey highlights: lack of awareness about the link between meat consumption and environmental well-being; widespread inaccuracy of health messages related to meat consumption; influence of the meat industry in promoting excessive meat consumption; pervasiveness of the link between red meat consumption and national identity, social status, prestige and masculinity; and urgent need for government-supported social marketing interventions and the demarketing of meat. Originality/value This is the first study to propose social marketing based on the health and environmental co-benefits of reduced red meat consumption.
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Forbus, Robert, and Jason L. Snyder. "Use of Comforting to Enhance Social Marketing Success." Social Marketing Quarterly 19, no. 2 (April 10, 2013): 97–109. http://dx.doi.org/10.1177/1524500413483455.
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Successful behavioral change is the Holy Grail for social marketers. Meta-analysis demonstrates that effect sizes of behavioral change in social marketing campaigns is typically low. The present case study uses 4 years of survey data from an Alabama weight loss and behavioral change campaign to develop an explanation for why some people are more successful in lifestyle change efforts than others. Comforting, a communicative form of prosocial behavior, produced the greatest magnitude of change when tested as an independent variable on dependent variables, including pounds lost, amount of dairy products and water consumed, and physical activities undertaken. The case study concludes by discussing implications for social marketing academics and practitioners.
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Bojanowska, Agnieszka, and Monika Kulisz. "Polish Consumers’ Response to Social Media Eco-Marketing Techniques." Sustainability 12, no. 21 (October 27, 2020): 8925. http://dx.doi.org/10.3390/su12218925.
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This study attempts to verify whether green-marketing efforts of companies are recognised by the Polish customer in social media—a vital marketing communication channel. For businesses, this awareness carries important implications for the effectiveness and profitability of the eco-marketing campaigns. This study employed survey methodology, which was coupled with participant observation of online ecology-centred communities. It is shown that the economic aspect of green marketing is valued by customers and they are quite observant with respect to such expressions of eco-marketing as eco-organic product packaging or production in the spirit of zero-waste technology. The results indicate that eco-marketing activities should be predominantly targeted at women because they are more likely to take note of the message. The statistical part of the study utilises the Chi-square (χ2) test (significance level α = 0.05) and the gamma distribution. Eco-marketing activities appear to attract notice in social media, but not yet as much as presumably desired. Gender is shown to correlate with respect to questions regarding the noticeability of zero-waste activities and pro-ecological activities in social media. Women display higher awareness of “zero-waste” and pro-ecological social media campaigns. In the aggregate, those who perceive “zero waste” as a lifestyle include women, who are more observant.
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Campbell, M. A., S. Finlay, K. Lucas, N. Neal, and R. Williams. "Kick the habit: a social marketing campaign by Aboriginal communities in NSW." Australian Journal of Primary Health 20, no. 4 (2014): 327. http://dx.doi.org/10.1071/py14037.
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Tackling smoking is an integral component of efforts to improve health outcomes in Aboriginal communities. Social marketing is an effective strategy for promoting healthy attitudes and influencing behaviours; however, there is little evidence for its success in reducing smoking rates in Aboriginal communities. This paper outlines the development, implementation and evaluation of Kick the Habit Phase 2, an innovative tobacco control social marketing campaign in Aboriginal communities in New South Wales (NSW). The Aboriginal Health & Medical Research Council worked with three Aboriginal communities and a creative agency to develop locally tailored, culturally relevant social marketing campaigns. Each community determined the target audience and main messages, and identified appropriate local champions and marketing tools. Mixed methods were used to evaluate the campaign, including surveys and interviews with community members and Aboriginal Community Controlled Health Service staff. Community survey participants demonstrated high recall of smoking cessation messages, particularly for messages and images specific to the Kick the Habit campaign. Staff participating in interviews reported an increased level of interest from community members in smoking cessation programs, as well as increased confidence and skills in developing further social marketing campaigns. Aboriginal community-driven social marketing campaigns in tobacco control can build capacity, are culturally relevant and lead to high rates of recall in Aboriginal communities.
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Izotina, Kseniya. "Concept of Social Marketing of «BeGood» Agency." Social'naja politika i social'noe partnerstvo (Social Policy and Social Partnership), no. 7 (July 1, 2020): 7–17. http://dx.doi.org/10.33920/pol-01-2007-01.
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The article describes the analysis of directions of entrepreneurial activity in the fi eld of social marketing. In the work, portraits of segments of the target audience as a result of a survey through a questionnaire have been formed. The author identifi ed the target client task, developed recommendations for the promotion of social marketing services of “BeGood” Agency.
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Peterson, Michael, and Steven S. Martin. "Associative Group Analysis: A Tobacco Prevention Case Study." Social Marketing Quarterly 9, no. 2 (June 2003): 32–49. http://dx.doi.org/10.1080/15245000309100.
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This paper seeks to demonstrate the potential utility of the Associative Group Analysis (AGA) process to tobacco-related social marketing by identifying perceptual and cognitive similarities and differences toward “tobacco” and “smoking” between four behaviorally defined groups. AGA-based questions were included in a statewide Random Digit Dial (RDD) household telephone survey using Computer Assisted Telephone Interviewing (CATI) technology. The AGA provided qualitative and quantitative sensitivity of group perceptions and attitudes not available through traditional survey methods. Results provide specific anti-tobacco marketing messages and themes that should be targeted and addressed for each group. This study has the following implications for social marketing: 1) The AGA methodology has the ability to effectively facilitate the development and assessment of anti-tobacco media campaigns; 2) more generally, the technique can be applied to measure the efficacy of social marketing campaigns in other areas; and 3) the application demonstrates the value of adjustments so that communications can adapt and respond to the dynamics of a group's perceptual-representational framework.
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Dahl, Andrew J., Anthony M. D’Alessandro, James W. Peltier, and Eric L. Swan. "Differential effects of omni-channel touchpoints and digital behaviors on digital natives’ social cause engagement." Journal of Research in Interactive Marketing 12, no. 3 (August 13, 2018): 258–73. http://dx.doi.org/10.1108/jrim-04-2018-0051.
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Purpose Social causes increasingly rely on omni-channel touchpoints involving personal discussions and grassroots digital marketing efforts to engage individuals via social referrals. This paper aims to examine digital natives’ perceived effectiveness of omni-channel touchpoints for increasing social cause engagement including social media, digital media, traditional and interpersonal communications, along with an individual’s social/digital media behaviors. Design/methodology/approach The paper reports empirical results from an online survey of 924 digital natives. The paper uses multivariate and multiple regression analyses to examine the differential effects of a diverse range of media influencing the perceived effectiveness of social cause referrals from a family member versus a close friend. Findings The results identify the combination of omni-channel touchpoints most likely to be effective for enhancing organ donation support and registration efforts as part of social referral campaigns. The findings suggest differences exist based on whether the campaign targets family members or friends. Research limitations/implications The research focuses on digital natives and does not address differences that may vary by specific messages shared across generational groups or ethnicities. More research is also necessary, which examines the effects of digital consumption versus content creation behaviors. Practical implications The paper includes implications for social marketers looking at increasing viral reach and engagement via social referral campaigns. Marketers should integrate the omni-channel touchpoints deemed to be most effective for each target based on specific campaign goals. Originality/value This paper addresses a gap in marketers’ understanding of how digital natives perceive social referral campaigns targeting their social circle via various omni-channel touchpoints.
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Schultz, P. Wesley, Julie Colehour, Jill Vohr, Lara Bonn, Ashlee Bullock, and Amy Sadler. "Using Social Marketing to Spur Residential Adoption of ENERGY STAR®-Certified LED Lighting." Social Marketing Quarterly 21, no. 2 (March 30, 2015): 61–78. http://dx.doi.org/10.1177/1524500415577429.
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Recent technological advancements in lighting have produced light bulbs that are dramatically more efficient than the traditional incandescent bulb. Yet despite these benefits, the marketplace has been slow to adopt these newer and more efficient bulbs. To help facilitate this change, the Environmental Protection Agency’s ENERGY STAR program conducted a series of pilot behavior change campaigns to encourage residents to purchase and install ENERGY STAR-certified light-emitting diode (LED) lights. Campaigns were conducted with Duke Energy and Efficiency Vermont aimed at encouraging residents to purchase and install certified LED lighting in their homes. The campaigns used community-based social marketing (CBSM) as the platform for developing the overarching strategy and were developed to highlight the benefits of certified LED lights and to decrease the barriers. In Vermont, a school-based fund-raiser was used to promote certified LED bulbs, and in North Carolina, special in-store lighting events were held at Home Depot and Costco retail locations. Both programs were implemented using a control group, and quantitative outcomes were tracked. Reported results highlight the increase in sales of certified LEDs associated with the campaigns. Survey data are also reported from participants in the two campaigns, along with tests for spillover of the newly adopted behavior into other lighting purchases and behaviors. The lessons learned from these two CBSM pilots are synthesized into turnkey materials that can be adopted by other organizations looking to promote the adoption of LED lights.
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AL-Mashrafi, Sultan, and Zaheer Ahmed Khan. "Impact of Advantageous Campaigns on Customer-Brand Relationship Building Through Social Media Marketing." Journal of Business and Management Studies 4, no. 1 (January 18, 2022): 34–41. http://dx.doi.org/10.32996/jbms.2022.4.1.5.
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Marketing has been paying close attention to social media engagement because of its potential to influence consumer behaviour. A key component of marketing communication in Oman is the use of social media. In this research paper, we aim to identify the dynamics of the influence of social-media marketing elements (e.g., valuable campaigns, relevant content, frequent updates, popular content, and brand appearances on different platforms) on consumer perceptions of customer-brand relationship building. Researchers collected data on 209 respondents by using purposive sampling in a field survey conducted in Muscat, Oman. Adapted from prior research, the data collection instrument contains items measured on a Likert scale. Results of the study revealed that the predictors (advantageous campaigns, relevant content, frequent updates, popular content, and appearance of brand on various platforms) significantly impact customer-brand relationships. Consequently, this study adds to the growing body of work on social media marketing (SMM) by exploring the role of SMM in enhancing important branding goals, including customer loyalty. This study extends the benefits of social media marketing to management by providing insight on how to engage customers and increase sales.
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Lerro, Marco, Maria Raimondo, Marcello Stanco, Concetta Nazzaro, and Giuseppe Marotta. "Cause Related Marketing among Millennial Consumers: The Role of Trust and Loyalty in the Food Industry." Sustainability 11, no. 2 (January 20, 2019): 535. http://dx.doi.org/10.3390/su11020535.
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The current study investigates the willingness of Millennial consumers towards several corporate social responsibility initiatives carried out by food companies. More specifically, it explores four cause related marketing campaigns implemented by food companies to spread corporate social responsibility. The analysis was carried out in Italy by administering a structured questionnaire to 308 consumers. The willingness of participants to switch a chocolate snack of their favourite brand to another with similar characteristics but produced by a company supporting different social and environmental causes was assessed in four different scenarios. The study uncovered the effects of both loyalty towards the brand and trust in cause related marketing on consumers’ willingness to support different corporate social responsibility initiatives. The findings unveiled the willingness of Millennials to support companies’ social and environmental initiatives. Both trust and loyalty played a key role in affecting consumers’ willingness to support corporate social responsibility initiatives of food companies. Social and environmental concerns as well as socio-demographics aspects are also significant in supporting cause related marketing campaigns. The study has shed light on the preference of consumers towards corporate social responsibility and cause related marketing. Specifically, it provides marketing insights on the initiatives most preferred by consumers to which companies should address their efforts.
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Harris, Ciorciari, and Gountas. "Consumer Neuroscience and Digital/Social Media Health/Social Cause Advertisement Effectiveness." Behavioral Sciences 9, no. 4 (April 18, 2019): 42. http://dx.doi.org/10.3390/bs9040042.
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This research investigated the use of consumer neuroscience to improve and determine the effectiveness of action/emotion-based public health and social cause (HSC) advertisements. Action-based advertisements ask individuals to ‘do something’ such as ‘act’, ‘share’, make a ‘pledge’ or complete a ‘challenge’ on behalf of a brand, such as doing ‘something good, somewhere, for someone else’. Public health messages as noncommercial advertisements attempt to positively change behavioural intent or increase awareness. Australian health expenditure was $180.7 billion AUD (Australian dollars) in 2016/17 with $17 million AUD spent on government health campaigns. However, evaluation of health advertisement effectiveness has been difficult to determine. Few studies use neuroscience techniques with traditional market research methods. A 2-part study with an exploratory design was conducted using (1) electroencephalography (EEG) using a 64 channel EEG wet cap (n = 47); and (2) a Qualtrics online psychometric survey (n = 256). Participants were asked to make a donation before and after viewing 7 HSC digital/social media advertisements and logos (6 action/emotion-based; 1 control) to measure changes in behavioural intent. Attention is considered a key factor in determining advertising effectiveness. EEG results showed theta synchronisation (increase)/alpha desynchronisation (decrease) indicating attention with episodic memory encoding. sLORETA results displayed approach responses to action/emotion-based advertisements with left prefrontal and right parietal cortex activation. EEG and survey results showed the greatest liking for the ManUp action/emotion-based advertisement which used male facial expressions of raw emotion and vulnerability. ManUp also had the highest increased amount donated after viewing. Lower theta amplitude results for the International Fund for Animal Welfare (IFAW) action/emotion-based advertisement indicated that novel (possessing distinct features) rather than attractive/conventional faces were more appealing, while the rapid presentation of faces was less effective. None of the highest peak amplitudes for each ad occurred when viewing brand logos within the advertisement. This research contributes to the academic consumer neuroscience, advertising effectiveness, and social media literature with the use of action/challenge/emotion-based marketing strategies, which remains limited, while demonstrating the value in combining EEG and neuroscientific techniques with traditional market research methods. The research provides a greater understanding of advertising effectiveness and changes in behavioural intent with managerial implications regarding the effective use of action/challenge/emotion-based HSC communications to potentially help save a life and reduce expenditure on ineffectual HSC marketing campaigns.
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Hayden, Daniel, and Fangzhou Deng. "The Science of Goal Setting." Social Marketing Quarterly 19, no. 1 (December 27, 2012): 13–25. http://dx.doi.org/10.1177/1524500412472496.
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Goal setting within social marketing campaigns is art and science. An analysis of Rare Pride conservation campaigns shows the quantitative, replicable relationship among the impact of these conservation campaigns with diffusion of innovation theory, and collective behavior theory that can guide marketers to set better goals. Rare is an environmental conservation organization that focuses on reducing community-based threats to biodiversity through a social marketing campaign called Pride. Pride campaigns work by removing barriers to change (whether they are technical, social, and political or something else) and inspiring people to make change happen. Based on the analysis of historical Pride campaign survey data, we found that the starting percentage of engagement has a great influence on the percentage change at the end of the campaign: The higher the initial adoption level of knowledge, attitude, and behavior change, the easier these measures are to improve. The result also suggests a difference in the potential of change with different audience segments: It is easiest to change influencer, then general public, and finally resource user who are the target of the social marketing campaign. In this article, we will analyze how to use diffusion of innovation and collective behavior theories to explain the impact of campaigns, as well as how to set more attainable goals. This article is consistent with similar research in the field of public health, which should help marketers set goals more tightly, allocate resources more effectively, and better manage donor expectations.
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Coker, Kesha K., and Suzanne A. Altobello. "The role of disclosure of social shopping rewards in social buzz." Journal of Research in Interactive Marketing 10, no. 4 (October 10, 2016): 321–37. http://dx.doi.org/10.1108/jrim-06-2016-0058.
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Purpose Social shopping relies on word-of-mouth, with marketers turning to social shopping rewards (SSRs) to generate social buzz. According to US regulatory bodies, these types of rewards, if considered endorsements, must be disclosed. Yet, little is known about the impact of disclosure of SSRs. To address this gap, this study aims to examine the impact of disclosure of SSRs on consumer responses. Design/methodology/approach Respondents were randomly assigned to three experimental conditions via an online survey. The “no disclosure” condition featured a hypothetical friend’s tweet of a product (n = 91). The “disclosure” conditions featured the same tweet, either with the words “Sponsored Tweet” in a boxed tweet (n = 50) or with a hashtag “#Sponsored” (n = 48). All respondents completed a questionnaire designed to address the hypotheses. Findings No differences between the disclosure conditions were found, thus they were combined and compared to the non-disclosure condition. Of the 13 hypotheses, 9 were sustained by significant correlations. Disclosure to consumers that a product review was sponsored by a marketer strengthens the relationships between certain model constructs, i.e. between dual source credibility and attitude toward the message and between attitude toward the message and attitude toward the brand. Originality/value This study is the first to empirically test the impact of disclosure of SSRs on consumer responses in a social shopping context. Findings provide marketers and practitioners with a solution to complying with regulatory requirements in ways that do not hurt consumer responses to social buzz.
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Mahmoud fadol mukhtar, Dr Amal. "The role of communication marketing media campaign programs for Sudanese childs issues." علوم الاتصال 6, no. 8 (September 30, 2021): 255–90. http://dx.doi.org/10.52981/cs.v2i8.1605.
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This research tackles the role of communication in social marketing of child issues in the Sudan, a case study on the ministry of Social Development in Khartoum state.
The purpose of this research is to recognize the communication role done by General Administration of Information and Social Awareness of the ministry of Social Development in marketing the programs of social campaigns of the Sudanese child represented in social patronage, sponsorship and supporting and protection, include the specific social, economic and political aspects, as health, education, providing security and settlement.
The research tried to answer a number of questions, one of them is a basic question.
What is the number and size of information campaigns implemented at the period from August 2019 to August 2020?
The researcher used the descriptive methodology besides the methodology of status study. And the researcher depends on questionnaire, the (systemized) interview form, (not systemized) interview form, and the simple observation .
Findings:
The research concluded to a number of findings, the most important of them are:
1.There is a malfunction in the efficiency of communication with the General Administration of Information and Social Awareness of the ministry. The cause of this is lack of enough trained information cadre, and lack of enough money be specified to the campaign.
2.The subjects and Programs come within the campaign do not cover all sectors of children but concentrate on the children of hard circumstances.
3.The number of information campaigns implemented at the period from 2019 to 2020 are two: a campaign on orphanages (Halima Al-Saadaya) and a campaign to patronize the children of streets (who lost the family caring).
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Karan, Kavita. "Impact of Health Communication Campaigns on Health Behaviors in Singapore." Social Marketing Quarterly 14, no. 3 (August 26, 2008): 85–108. http://dx.doi.org/10.1080/15245000802261019.
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The government of Singapore established the Health Promotion Board (HPB) in 2001 with an annual budget close to S$100 million to drive its health promotion and disease prevention programs. This article reviews the social marketing efforts of the HPB, in particular those campaigns related to healthy lifestyle during 2003–2006. A computer-assisted telephone interview survey conducted on over 300 Singaporeans reveals the impact of these campaigns on patterns of health awareness, health consciousness, risk perception, knowledge, and motivation that lead to adoption or nonadoption of prescribed disease prevention and health improvement practices. The survey found that while awareness of HPB campaigns is at a medium range among the respondents, a majority of those exposed to the campaigns have been influenced to adapt behaviors that lead to a healthy lifestyle.
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Handa, Meenakshi, and Shruti Gupta. "Digital cause-related marketing campaigns." Journal of Indian Business Research 12, no. 1 (February 10, 2020): 63–78. http://dx.doi.org/10.1108/jibr-09-2019-0285.
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Purpose With the rising concern for the planet and people dimensions of the triple-bottom-line, an increasing number of firms are using cause-related marketing (CRM) to create a win-win situation for all stakeholders. With growing internet and social media access the Indian consumer is being invited to participate in such campaigns through digital platforms. The purpose of the present study is to examine consumer perceptions about select digital CRM campaigns in terms of perceived fit between the brand and the cause being promoted and the extent of participation effort required by the campaign and further to investigate the relationship between these two variables and consumers’ intentions to participate in the campaign, engage in positive word-of-mouth about it and their brand purchase intentions. Design/methodology/approach Six online CRM campaigns in the consumer products space were taken up for study. Primary data was collected through a structured questionnaire in an online mode, which provided an advertisement snapshot and a brief description of each CRM campaign. Items to measure variables under examination were adapted from the extant literature. Three versions of the questionnaire were created, with each version involving two of the six campaigns. Thus, each respondent was responding to items pertaining to two campaigns only. A total of 242 responses were collected, using non-probability sampling. Findings The study indicates overall positive responses to the digital CRM campaigns included in the study. It finds that for the online CRM campaigns taken up for examination, respondents perceive a high extent of brand-cause fit. A fit between the cause being promoted and the brand’s sphere of activity is a factor that needs to be considered for its impact on consumer willingness to participate in the campaign and intention to engage in positive word-of-mouth about it. The study does not indicate a significant relationship between participation effort for online campaigns and consumer behavioural intentions. Consumer participation intentions and word-of-mouth intentions are found to be positively related to intentions to purchase the brand associated with the campaign. Practical implications In their efforts to design effective CRM campaigns, marketers should use creativity in looking for a common thread, which ties their business or brand with the cause being promoted. Consumers tend to perceive this congruence between the cause and the brand and this impacts their behavioural responses. It is possible that the fact that consumers are not required to make a purchase but are being invited to support a cause by performing a non-transaction-based activity, may also underlie their positive response to this genre of CRM activities. The study provides an understanding of factors that contribute to the effectiveness of non-purchase-based online CRM campaigns in garnering consumer engagement with the campaign and the brand. Originality/value The results provide important insights regarding non-transaction based digital CRM campaigns and the relationship between brand-cause fit, perceived participation effort and targeted changes in consumers’ behavioural intentions. Online CRM campaigns involving consumer participation in forms other than brand purchase are an emerging area of effort towards customer engagement and thus warrant further investigation.
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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." International Journal of Asian Business and Information Management 7, no. 1 (January 2016): 30–41. http://dx.doi.org/10.4018/ijabim.2016010103.
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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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Gräve, Jan-Frederik. "What KPIs Are Key? Evaluating Performance Metrics for Social Media Influencers." Social Media + Society 5, no. 3 (July 2019): 205630511986547. http://dx.doi.org/10.1177/2056305119865475.
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Measuring the impact of social media communication is a prominent and pertinent challenge; the commercialization of social media influencers (SMIs) in the form of so-called influencer marketing makes this effort even more complicated. Companies that embrace influencer marketing have limited control over content and context, so they must evaluate both the SMIs and the content they post, prior to and during their collaborations. Although quantitative success metrics (e.g., number of followers, number of likes) are readily available, it remains unclear whether such metrics offer appropriate proxies for evaluating an SMIs or the outcomes of an influencer marketing campaign. By combining secondary data on influencer marketing campaigns from Instagram with an online survey among marketers, this study finds that professionals generally rely on an SMI’s reach and number of interactions as success metrics. When they must trade off across multiple metrics, these professionals predominantly rely on comment sentiment, indicating their implicit awareness that the commonly used metrics are inadequate. A regression analysis affirms that only the sentiment measure correlates positively with professional content evaluations, so this study both challenges the use of common quantitative metrics to evaluate SMI content and emphasizes the relevance of content-based metrics.
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Hanulakova, Eva, Ferdinand Dano, Marek Kukura, and Robert Hula. "Marketing in social innovations targeted at healthcare." Marketing and Management of Innovations 5, no. 3 (2021): 90–107. http://dx.doi.org/10.21272/mmi.2021.3-08.
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The paper deals with the implementation of marketing in social innovations, types of marketing, and the effects they can bring in the sphere of social innovations. The principalaim of the paper is to explain the possibilities of marketing approach implementation in social innovations and point out some specific areas of marketing which can contribute to more efficient applicability of social innovations and reaching a desirable change with social added value. The authors focused on the sphere of health and the population attitudes to its protection, emphasizing breast carcinoma prevention. The research was implemented on a sample of Slovak women to identify the level of women’s awareness of this issue, whether they are familiar with the methods of protecting their health and whether they use them. This study involved the methods of cluster analysis and binary logistic regression. The research uncovered the facts that are truly alarming from the perspective of societal benefit and women’s health protection. The respondents’ insufficient awareness and low activity in the field of their health protection result in the low level of prevention in this area on the side of women and on the side of medical doctors – specialists, particularly gynecologists. Such a situation includes the women’s insufficient awareness of prevention, low motivation, insufficient accessibility and validity of the needed data and precision, and doctor specialists’ lack of awareness of the possibilities and tools available to improve this area. That is exactly the space allowing for the use of marketing in a whole spectrum of its tools and processes and specific solutions capable of delivering the desired societal change and influencing women’s behavior in the preferred direction. Besides, it is especially effective to implement social marketing and social marketing programs that would mediate necessary information to the receivers and stimulate their motivation towards the desired approach to their health protection. The use of neuromarketing would be beneficial. It would be reflected in the better accuracy of the survey and thus the higher quality of the answers obtained. Based on them, it is subsequently possible to create better-targeted campaigns and strategies of social marketing that would approach the target audience more effectively than in acquiring the information via traditional marketing research methods. The findings would benefit marketing agencies, medical doctors (gynecologists, mammologists), and non-profit organizations actively working in this field.
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Goniewicz, Krzysztof, Patrycja Misztal-Okońska, Patryk Rzońca, Klaudia Lulek, Kamil Bednarz, and Mariusz Goniewicz. "Analysis of the effectiveness concerning initiatives for pedestrians’ safety on roads: a questionnaire survey." Polish Journal of Public Health 127, no. 4 (December 1, 2017): 164–67. http://dx.doi.org/10.1515/pjph-2017-0035.
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Abstract Introduction. One of the most important issues and challenges of public safety policy in highly developed countries is the problem of ensuring road safety, along with dealing with health and material losses resulted from accidents. Unfortunately, Poland, in comparison to other EU countries, has one of the worst statistics regarding accidents and mortality ratios, therefore it is essential to undertake long-term actions aimed at improving road safety, as well as educating drivers and pedestrians. Aim. The purpose of this study is to analyse the problem and to investigate whether traffic safety campaigns are effective, and if they reach young audience. Material and methods. The research was conducted in the first quarter of 2018 among the students of Faculty of Health Sciences of the Medical University of Lublin. The study method applied was a diagnostic survey, and the tool was an original questionnaire. The participation was voluntary and anonymous. The obtained results were the subject of later statistical analysis. As many as 153 young respondents aged between 18 and 25 were tested, out of whom 73.68% were women and 26.32% were men. Results. Over half of the surveyed (56.3%) declared walking as the main form of participation in traffic, and 25.9% of the surveyed used public transport. The most numerous group of the examined (34.21%) thought that the Polish roads were rather unsafe. As the reasons for the low safety on the Polish roads the respondents identified: bad condition of the roads (69.1%), drivers’ recklessness (67.1%), and maladjustment of the driving style to weather conditions (60.5%). All respondents have encountered campaigns concerning road safety, however not too often (56.58% less than once a month). The surveyed encountered these social campaigns on TV (88.2%), on the Internet (54.6%), and on billboards (23.7%). Conclusion. Promotional campaigns concerning road safety have a greater impact on women. In the examined group, around 67% of women changed their behaviour as a result of the campaigns, and only 42.5% of men. Social campaign which was best remembered, and had the biggest influence on the respondents (50.3%) was „Say STOP to reckless driver you love”.
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Puriwat, Wilert, and Suchart Tripopsakul. "The Role of Viral Marketing in Social Media on Brand Recognition and Preference." Emerging Science Journal 5, no. 6 (December 1, 2021): 855–67. http://dx.doi.org/10.28991/esj-2021-01315.
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Viral marketing is one of the most effective and imperative marketing strategies. The prominence of digital technology and social media has elevated the importance of viral marketing campaigns by increasing their cost efficiency and enabling them to reach targeted audiences rapidly. This study aimed to examine the influence of viral marketing strategies on brand recognition and brand preference by developing a framework for the effectiveness of viral marketing (7I’s) in social media contexts and testing the associations among the 7I’s, brand recognition and brand preference. A quantitative research method with a structured questionnaire as the research tool was employed to collect data from a total of 286 respondents in Thailand. Structural equation modelling (SEM) was utilized to test the proposed hypotheses. The results showed that effective viral marketing relates positively to brand recognition (b = 0.440) and preference (b = 0.298). The mediation analysis also revealed that brand recognition partially mediates the relationship between effective viral marketing and brand preference. In terms of the moderating effects, the results indicated a stronger influence for effective viral marketing on brand preference among younger respondents (b = 0.336) than among older respondents (b = 0.278). This research makes a significant contribution to the existing literature by validating a theory-driven framework based on the novel concept of the 7I’s and its potential effect on customers’ brand perceptions. Doi: 10.28991/esj-2021-01315 Full Text: PDF
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Scholly, Kristen, Lynn Garcia, Stormy Dodge, and Pallav Pokhrel. "Utilizing Social Norms Marketing to Address E-Cigarette Use on College Campuses." SHS Web of Conferences 59 (2018): 01017. http://dx.doi.org/10.1051/shsconf/20185901017.
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E-cigarette use is a serious health concern among adolescents and young adults. This study identifies factors associated with e-cigarette use in an effort to better understand what impacts college students’ decisions to use this tobacco product. This study utilizes data from a survey conducted at a research institution and two community colleges located in Hawaii. A multivariate logistic regression analysis identified key risk factors associated with college student e-cigarette use. Independent factors associated with e-cigarette use included use of traditional cigarettes and having one or more family members or friends who currently used e-cigarettes. Exposure to online e-cigarette information was also associated with increased odds of e-cigarette use. The study findings have important implications for e-cigarette control among adolescents and young adults. Service learning students can take an active role in developing social norms marketing campaigns designed to communicate the risks of e-cigarette use and counter marketing ploys that foster unsubstantiated beliefs regarding the benefits of e-cigarette use.
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Ather, Syed Muhammad, Naimat Ullah Khan, Faizan Ur Rehman, and Lubna Nazneen. "Relationship between Social Media Marketing and Consumer Buying Behavior." Peshawar Journal of Psychology and Behavioral Sciences (PJPBS) 4, no. 2 (February 15, 2019): 193–202. http://dx.doi.org/10.32879/picp.2018.4.2.193.
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The social media has become an integral part of our lives with the introduction of 3G, 4G technology in Pakistan it has become possible for people to stay connected from anywhere any time. The purpose of this study is to find out that if any relationship between social media marketing and consumer buying behavior exist if their existence affected each other in any significant way. For this purpose an online survey was conducted and 100 people responded who were active users of social media in the region of Peshawar an unstructured/ structured questionnaire was designed to collect information from the respondents. The research findings and results confirms that there is a positive relationship between social media marketing and consumer buying behavior as well as that social media can be used as an effective marketing tool in region of Peshawar.
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Enyinda, Chris I., Alphonso O. Ogbuehi, and Chris H. Mbah. "Building pharmaceutical relationship marketing and social media impact." International Journal of Pharmaceutical and Healthcare Marketing 12, no. 2 (June 4, 2018): 198–230. http://dx.doi.org/10.1108/ijphm-02-2017-0007.
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Purpose The purpose of this paper is to identify key social medial channels which pharmaceutical firms need to consider when desiring to understand consumer behavior, build, maintain and proactively manage relationships. Also, it proposes the application of analytic hierarchy process (AHP) sensitivity analysis algorithm to test the stability or robustness of the priority ranking. Specifically, this paper leverages performance sensitivity analysis to evaluate how small changes (perturbation) in the major objectives of the pharmaceutical relationship marketing (PRM) tactics within the social media environment will influence the ranking of the alternative course of actions. Design/methodology/approach This paper used AHP-based questionnaire survey to evaluate the relative importance of factors accounting for PRM and the impact of social media channels. The major objectives and the alternative strategies used were from literature reviewed. Interviews with senior managers were insightful and helpful in the wording, content and format of the questionnaire. Findings Customer engagement is the most important PRM tactic, followed by communication and trust. The performance sensitivity analysis carried out on the PRM tactics showed that the ranking associated with social media channel options remained robust or insensitive to small perturbations. Research limitations/implications The data procured for this paper were based on one focal pharmaceutical firm. Convincing the same to grant an interview and late responding to the questionnaire was a great challenge. Practical implications Social media impact on pharmaceutical marketing relationship is important for pharmaceutical marketers. PRM bodes well with the social media environment. Pharmaceutical industry can build and maintain relationships with consumers through social media. Firms that leverage social media to enhance their PRM tactics will be viewed favorably in terms of trust, transparency, openness and honesty. The results provide pharmaceutical marketing managers with insightful and valuable information with respect to the role or social media impact on the PRM. The AHP model, objectives and their relative importance provide valuable information for managers on how to monitor the values that matters to customers the most. Originality/value This paper is one of the very few on the PRM and perhaps the first that examines social impact leveraging the AHP model. In addition, this paper contributes to the relationship marketing literature by leveraging a multi-criteria decision-making algorithm to prioritize the most important factors accounting for the PRM strategies.
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O'Cass, Aron, and Deborah Griffin. "Eliciting positive social change: marketing’s capacity to drive prosocial behaviours." Marketing Intelligence & Planning 33, no. 5 (August 3, 2015): 826–43. http://dx.doi.org/10.1108/mip-02-2014-0027.
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Purpose – While social marketing has been utilised to bring about positive social change, ultimately, the decision to engage in prosocial behaviour resides with the individual. The purpose of this paper is to explore the determinants and outcomes of prosocial behaviours. Design/methodology/approach – A web-based self-administered survey was used to collect data from a convenience sample of largely university staff and students. Data obtained were analysed using SEM-based partial least squares methodology. Findings – The results show that individuals who are future oriented and issue involved are more likely to engage in prosocial behaviour. Also, these individuals are more likely to assess fewer negative consequences and experience more positive feelings as a result of their prosocial behaviour. Research limitations/implications – While the study focuses on two social issues, it does provide some explanation of self-reported behaviour, rather than intention to behave. However, future research could pay attention to a wider array of social issues and undertake post hoc testing to measure the characteristics of the chosen social issues. This may enhance findings, and provide greater support for the generalisability of the model. Also, future research could be directed towards the examining the role of perceived risk and feelings as an outcome of behaviour. Practical implications – A better understanding of the prosocial individual can assist in designing more effective social marketing campaigns. In particular, focusing on positive feelings as a result of engaging in prosocial behaviour has practical implications. Originality/value – Little attention has been given in the marketing and consumer behaviour literature to understanding the prosocial individual. To this end, this research empirically tests a model of prosocial behaviour for two social issues that integrates determinants (social responsibility, time orientation and issue involvement) and outcomes (assessment of negative consequences and feelings). Moreover, the results highlight that positive feelings are a significant outcome of prosocial behaviour.
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Hoang, Hoa Thi, Feng Wang, Quang Van Ngo, and Man Chen. "Brand equity in social media-based brand community." Marketing Intelligence & Planning 38, no. 3 (August 28, 2019): 325–39. http://dx.doi.org/10.1108/mip-01-2019-0051.
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Purpose The purpose of this paper is to examine the effects of social media-based brand community (SMBBC) markers on customer-based brand equity (CBBE). Moreover, this research evaluates the mediating effect of brand community commitment and the moderating effect of customer gender. Design/methodology/approach This research collected data from a questionnaire survey with participants who are members of the Xiaomi Community in Vietnam on Facebook (XCVF). Finally, 512 valid and usable questionnaires were tested by applying the structural equation modeling approach. Findings On the basis of social identity theory, results showed that three components of brand community markers significantly affect two aspects of CBBE. Moreover, brand community commitment plays a mediating role in the relationship of shared consciousness, ritual and traditions, and CBBE. In addition, the influence of SMBBC on CBBE is stronger for women than for men. Research limitations/implications The sample selected is limited to only members of XCVF, so the results may have an inadequate view in comparison with other brand communities. This research can eliminate other important variables that can contribute to this relationship. Originality/value This research is among the first studies that have focused on the importance of SMBBC markers on CBBE, the mediating role of brand community commitment and the moderating effect of customer gender.
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Syaharani, Dita Indah. "THE EFFECTIVENESS OF DOVE CAMPAIGN FOR REAL BEAUTY IN AFFECTING CUSTOMERS’ PURCHASE DECISION TOWARD DOVE PRODUCTS." Advanced International Journal of Business, Entrepreneurship and SMEs 3, no. 9 (September 9, 2021): 244–64. http://dx.doi.org/10.35631/aijbes.39017.
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The emergence of social marketing campaign strategy has encouraged businesses to adopt it as their marketing strategy. However, although nowadays companies are continuously creating unique social marketing campaigns, many of them end up backfiring. Therefore, companies should create campaigns that are able to draw customers to participate and create purchase decisions. Dove brings a campaign that promotes women’s self-esteem through brand building and serves dual goals to make women feel more beautiful and sell more products, called Dove Campaign for Real Beauty. This study aims to analyze how the campaign affects customers’ purchase decisions toward the products. From the study, the factors in the campaign that affect customers’ purchase decisions toward the products will be identified. Finally, this study aims to develop marketing recommendations for the campaign to affect customers’ purchase decisions toward the products. This study uses semi-structured interviews and online survey methods to collect data and uses open coding and PLS-SEM to analyze the relationship between the variables. The results indicate that positive word-of-mouth significantly affects consumer-campaign (CC) identification, perceived cause-related marketing (CRM) motive significantly affects emotional attachment, and affective reaction, brand trust, and brand community significantly affect customers’ purchase decision through attitude toward the campaign, attitude toward the brand, and purchase intention. This study is expected to enhance marketer understandings of how the company could improve purchase decisions through social marketing campaign strategy.
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Mohd Johan, Mohd Remie, Elisya Maliha Yuan Li Mohd Zain, Tomoki Miura, Tee Mcxin, and Nursyamilah Annuar. "Assessing Consumer Consumption Behaviour Through Social Media Marketing: A Survey among Youths in Malaysia." Jurnal Intelek 17, no. 1 (January 30, 2022): 140. http://dx.doi.org/10.24191/ji.v17i1.15918.
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The purpose of this study is to determine the effect of social media marketing on consumer consumption behavior. The focus of this study is to determine whether the frequency of advertisement, social media fashion trends, influencer endorsements, and product brand have an effect on consumption behavior among Malaysian youths. An online questionnaire that measures factors was constructed and disseminated to young Malaysians to acquire the data needed for this study. SEM-PLS is being used to evaluate the data. A conclusion has been drawn and this study also provided some recommendations for future research.
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E. Fourie, Letitia. "How South African open distance learning students use social media: a survey." Problems and Perspectives in Management 14, no. 1 (March 2, 2016): 71–78. http://dx.doi.org/10.21511/ppm.14(1).2016.08.
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Various studies have been conducted on the use of social media but there is a gap in the literature with regard to social media use in South Africa as well as the difference in social media usage between Generation Y and older students. Thus the main purpose of this article is to determine how open distance learning (ODL) students use social media and if age makes a difference in social media usage. An online self-administered questionnaire was sent to a sample of first year ODL students via email that consisted of a Likert scale that surveyed how they used social media. The results indicate that students mostly use social media for entertainment purposes. A slight difference in the use of social media by Generation Y students and older students are found. Generation Y use social media mainly for entertainment purposes whereas older students indicate that they use it more for information seeking purposes. By taking these results into consideration, organizations can develop more tailored marketing messages to the consumers in the different age groups. If they want to reach Generation Y with a marketing message it should be more entertaining. Whereas marketing message aimed at older students should be in the form of more informative messages
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Emini, Adelina, and Jusuf Zeqiri. "SOCIAL MEDIA MARKETING AND PURCHASE INTENTION: EVIDENCE FROM KOSOVO." Ekonomska misao i praksa 30, no. 2 (December 2021): 475–92. http://dx.doi.org/10.17818/emip/2021/2.8.
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The main objective of this study was to explore the relationship of social media marketing and purchase intention among consumers in Kosovo as a transition economy. The study used a structured questionnaire to collect the primary data and collected a sample of 334 responses from participants in Kosovo, using google forms as an online survey tool. In order to test the proposed research model, structural equation modelling was used. The hypotheses and the mediating effects of brand awareness and brand engagement were tested using the bootstrapping method. The findings revealed a positive indirect impact of social media marketing on purchase intention. They also showed that brand engagement fully mediates the relationship between social media marketing and purchase intention, whereas brand awareness does not mediate the relationship between social media marketing and purchase intention. This study contributes to the literature by providing insights of the impact of social media marketing on brand awareness, brand engagement, and purchase intention in transition economy such as Kosovo. On a practical level, research results provide companies with customer insights relevant to designing effective social media marketing strategies for their potential prospects in transition economies.
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Mukherjee, Kaustav, and Neelotpaul Banerjee. "Social networking sites and customers’ attitude towards advertisements." Journal of Research in Interactive Marketing 13, no. 4 (November 20, 2019): 477–91. http://dx.doi.org/10.1108/jrim-06-2018-0081.
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Purpose The study aims to demonstrate the impact of social media users’ positive attitude towards the social networking sites (SNS) on the generation of a positive attitude towards social networking advertisements (SNA). A favourable attitude towards the SNA thus generated can positively influence brand attitude and purchase intention. Design/methodology/approach An online survey was conducted to collect relevant data using a structured questionnaire. Structural equation modelling was conducted using the statistical software AMOS 18. Findings Empirical analysis revealed the importance of brand advertisements on the social networks in inciting a positive attitude as well as a purchase intention for the brand in the SNS users’ minds. Research limitations/implications The study has been conducted in the Indian context using Facebook as a model social networking site. Practical implications Social media being one of the most popular and user-friendly platforms for regular communications, marketers are suggested to allocate a sizeable share of the advertising budget for social media advertisements and customer engagement so as to help build a positive attitude towards the advertised brand in the SNS users’ minds. Originality/value To the best of the authors’ knowledge, the impact of users’ positive evaluation of SNS as an effective communication medium, on the generation of a positive attitude towards the SNA, has been dealt for the first time here.