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Mou, Jessie Boxin. "Study on social media marketing campaign strategy -- TikTok and Instagram." Thesis, Massachusetts Institute of Technology, 2020. https://hdl.handle.net/1721.1/127010.
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Thesis: S.M. in Management Studies, Massachusetts Institute of Technology, Sloan School of Management, May, 2020Cataloged from the official PDF of thesis.
Includes bibliographical references (pages 39-41).
Social media is known as "a group of Internet-based applications that builds on ideological and technological foundations of Web 2.0, and it allows the creation and exchange of user generated content (Kaplan and Haenlein 2010, p. 61)." Individual users create their personal profiles, blog and connect with their friends leveraging a variety of functions including profile searching, instant messaging, sharing and commenting. With development of social media, social media became a well adopted channel for marketers to build brand awareness, launch new products, engage with target audience, source qualified leads in a fast and efficient manner. TikTok and Instagram are the top and emerging social media platforms that are being adopted by marketers to reach and engage with their target audience. There have not been a lot of research focusing on the impact of social media marketing on these platforms on consumer buying behaviors.
Thus, the writer aims to provide companies with recommendations on developing their social media strategies through this research. In order to achieve the goal, the author first reviewed and referenced research completed to understand how social identity theory, individualism vs. collectivism cultures impact consumers' buying behaviors; investigated how co-creation, virtual community transformed consumers' interaction with one and another; and compared consumers' different reactions to content marketing, sponsored content together with user generated content. With understanding of previous research, the writer then focused the study on beauty industry and leveraged beauty industry as a representation to study social media strategies that companies should deploy . She used empathy interview, case studies to understand how consumers behave to different social media marketing programs and made her recommendations to companies developing their social media marketing strategy.
Companies should first align on their short term and long term marketing goals and evaluate if its brand and product are suitable to be marketed through these social media channels. Then the company need to decide on which step of the marketing funnel are they trying to improve on in order to select the correct marketing strategy. Lastly, companies should establish its own consumer persona in order to finalize which KOLs to work with and how much budget they have for the social media marketing campaigns.
by Jessie Boxin Mou.
S.M. in Management Studies
S.M.inManagementStudies Massachusetts Institute of Technology, Sloan School of Management
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Malec, Etienne. "Digital Marketing and Social Media in a Crowd Funding Campaign." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-198797.
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The goal of this thesis is to investigate the key success factors in the digital marketing approach used for campaigns done on crowdfunding platforms, and how it will change influence the decisions of the crowd to invest in a project. Regarding the structure of this thesis, we will firstly explain in details what are the roots of the crowdfunding, describe the different type of platforms and in which context they are used. In the second and third part, we will see how crowdfunding represent a boost for the entrepreneurial initiative and how digital marketing is influencing the process of a raising fund campaign. Finally, thanks a research that has been conducted on 46 respondents, we will analyze the behavior of the crowd regarding the marketing approach used by crowdfunders. As findings, we can state that a crowdfunder must establish a project with a substantial quality content that will pull the crowd toward the project, and choose the right approach in selecting an adapted crowdfunding platforms and rewards.
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Burnside, Helen C. "Evaluation of Montana's HIV Prevention Social Marketing Campaign a descriptive study /." CONNECT TO THIS TITLE ONLINE, 2006. http://etd.lib.umt.edu/theses/available/etd-12042006-150921/.
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Coleman, Patrick J. "Social norms marketing campaign: a case study of Smithfield High School." Thesis, Boston University, 2012. https://hdl.handle.net/2144/12332.
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Thesis (M.A.)--Boston University
PLEASE NOTE: Boston University Libraries did not receive an Authorization To Manage form for this thesis or dissertation. It is therefore not openly accessible, though it may be available by request. If you are the author or principal advisor of this work and would like to request open access for it, please contact us at open-help@bu.edu. Thank you.From 2006 to 2009, a Social Norms Marketing campaign was initiated and implemented in Smithfield High School by the Student Assistance Counselor. This public health intervention focused on changing student misperceptions of tobacco, marijuana, and alcohol use by their peers. By changing student perceptions, and providing information about the actual use of these substances the Social Norms Marketing campaign intended to change student use behaviors. Smithfield High School students were surveyed every year during the Social Norms Marketing campaign. The results show that the Social Norms Marketing campaign had little to no effect on changing student perceptions or use of tobacco. The campaign strategies did show efficacy in producing changes in student perceptions of marijuana and alcohol. Student perceptions of marijuana use decreased by approximately 10%, and actual student non-use of marijuana increased by 4%. Furthermore, as student perceptions of alcohol use decreased by 15%, actual alcohol use also decreased by approximately 15% from 2006 to 2011.
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Bubela, Oleksandra. "Marketing Tools: Development and Implementation in Social Media." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-191762.
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The aim of this Master Thesis is to provide an overview of the theoretical marketing tools necessary for the development and implementation of the marketing campaigns in social media. The thesis work is structured in three parts. The first part describes the theoretical marketing tools and frameworks advised to be used for the development of the social media marketing campaign. The second part of this thesis work recommends the tools needed for the actualization of the campaign. The practical part of this thesis work, the third part, presents a showcase about The Ultimate Tour Competition 2013, a social media marketing campaign developed and implemented by the author using some of the tools suggested in the first two parts of the thesis work. The information and data needed for the development of the social media marketing campaign was acquired by the author during the internship in the TourRadar and by the means of secondary research.
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Ilar, Sandra. "The Hunger Games Viral Marketing Campaign : A Study of Viral Marketing and Fan Labor." Thesis, Stockholms universitet, Institutionen för mediestudier, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-105864.
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This essay examines Lionsgate’s viral marketing campaign for The Hunger Games (Gary Ross, 2012) and the marketing teams’ use of new marketing techniques and the online fan base. The essay also asks the question to what extent the fans’ participation in Lionsgate’s marketing campaign can be called fan labor. The study is based on a film industrial perspective and academic literature that deals with film marketing, the film industry, fandom and digital labor. The material used for the analysis of The Hunger Games marketing campaign is collected from newspaper articles and news interviews with Lionsgate’s marketing personnel. The study shows that although Lionsgate used many new marketing strategies associated with viral marketing, it is problematic to depict these strategies as a wholesale movement from older marketing techniques. It points to the importance of a nuanced understanding of how producers and consumers operate in the digital age with a holistic view on film marketing practices. The study also shows that Lionsgate’s use of the online fan base correspond with many characteristics of fan labor on the internet. It is, however, problematic to establish that this necessarily means that the fans’ contributions to the marketing campaign were exploited or that it demands compensations. The essay argues that the popularity of viral marketing among film studios and their use of fans and fan created content for promotional purposes calls for further investigations.
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Palmberg, Allison. "Use and Perspectives of a Social Marketing Campaign to Improve Fruit and Vegetable Intake." VCU Scholars Compass, 2015. http://scholarscompass.vcu.edu/etd/3881.
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The current study evaluated the development and acceptability of a social marketing campaign to improve emerging adults’ fruit and vegetable (FV) intake. A social marketing campaign was developed through focus groups with 24 college students. Materials were implemented in two dining locations at Virginia Commonwealth University. Sales of carrots, apples, and chips were collected in three phases: baseline, implementation of the campaign, and washout. In addition, surveys were collected from 303 diners across all phases and locations. Results indicated an increase in carrot sales, decrease in sales of chips sold with a meal, and mixed findings regarding sales of apples and chips sold alone. Intercept surveys indicated the marketing materials were perceived positively, and clearly understood. Statistical analysis of self-report measures revealed that perceptions of one’s health status and autonomy were associated with fruit and vegetable (FV) intake and overall nutrition knowledge. The implementation of a social marketing campaign to encourage FV intake appeared to influence sales of both healthy and non-healthy food items. It is vital for future campaigns and policies to highlight autonomy for health behavior decision-making.
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Cugelman, Brian. "Online social marketing : website factors in behavioural change." Thesis, University of Wolverhampton, 2010. http://hdl.handle.net/2436/94222.
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A few scholars have argued that the Internet is a valuable channel for social marketing, and that practitioners need to rethink how they engage with target audiences online. However, there is little evidence that online social marketing interventions can significantly influence behaviours, while there are few evidence-based guidelines to aid online intervention design. This thesis assesses the efficacy of online interventions suitable for social marketing applications, presents a model to integrate behavioural change research, and examines psychological principles that may aid the design of online behavioural change interventions.The primary research project used meta-analytical techniques to assess the impact of interventions targeting voluntary behaviours, and examined psychological design and adherence correlations. The study found that many online interventions demonstrated the capacity to help people achieve voluntary lifestyle changes. Compared to waitlist control conditions, the interventions demonstrated advantages, while compared to print materials they offered similar impacts, but with the advantages of lower costs and broader reach. A secondary research project surveyed users across an international public mobilization campaign and used structural equation modelling to assess the relationships between website credibility, active trust, and behavioural impacts. This study found that website credibility and active trust were factors in behavioural influence, while active trust mediated the effects of website credibility on behaviour. The two research projects demonstrated that online interventions can influence an individual’s offline behaviours. Effective interventions were primarily goal-orientated: they informed people about the consequences of their behaviour, encouraged them to set goals, offered skills-building support, and tracked their progress. People who received more exposure to interventions generally achieved greater behavioural outcomes. Many of these interventions could be incorporated into social marketing campaigns, and offer individually tailored support capable of scaling to massive public audiences. Communication theory was used to harmonize influence taxonomies and techniques; this proved to be an effective way to organize a diversity of persuasion, therapy, and behavioural change research. Additionally, website credibility and users’ active trust could offer a way to mitigate the negative impacts of online risks and competition.
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Berdine, Alexis A. "Click for the Campus Store: Development of an Online Public Relations Campaign for the AU Campus Store." Ashland University Honors Theses / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=auhonors1431338897.
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MIchaelsen, Abigail. "Brand Obama: How Barack Obama Revolutionized Political Campaign Marketing in the 2008 Presidential Election." Scholarship @ Claremont, 2015. http://scholarship.claremont.edu/cmc_theses/990.
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In 2008, President Barack Obama was named Advertising Age’s marketer of the year, the first time a politician won such an award. While presidential candidates have always employed marketing tactics in order to communicate their platform and persuade voters to support them, candidate Obama’s marketing campaign completely revolutionized the field. Through an innovative marketing strategy, candidate Barack Obama transformed himself from a mere political unknown in 2004 to a worldwide sensation by the time the general election started in 2008. His calls for “hope and change” and “post-partisanship” captured the hearts of Americans frustrated with failed Bush policy and constant gridlock in Washington. His inspirational speeches and words inspired a nation ready for a fresh and modern leader prepared to tackle twenty-first century problems. And, his innovative use of online and social media tools allowed millions of supporters to easily get involved in the campaign, igniting a movement never seen before in American elections. This paper analyzes how Barack Obama transformed political campaign marketing, utilizing both traditional and new ways to communicate and engage with the masses. This is accomplished by first illustrating a general framework for political marketing. Then, I examine the history of political campaign marketing, with a special emphasis on how technology has transformed the field over time. Lastly, I analyze how online and social media tools helped Obama win the election and how the internet has transformed the nature of political elections.
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Robinson-Maynard, Audrey Pamela. "What are the key criteria that act as the predictors of success in a social marketing campaign?" Thesis, University of Huddersfield, 2013. http://eprints.hud.ac.uk/id/eprint/23478/.
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The study examines the theory and practice of social marketing and aims to identify key criteria that are linked to the successful outcome of social marketing campaigns. The premise underpinning the thesis is that although theory and the definition of social marketing are still being discussed, the practice is expanding rapidly around the world, with many campaigns being launched in attempts to tackle a whole range of issues. There is therefore a need to understand the efficacy of the use of benchmarks and marketing strategies employed during campaigns and to consider how these are linked to success. In order to identify and evaluate success and the various relationships with these core variables, the study utilizes a mixed method analysis of a sample of global social marketing campaign case studies from both statutory and non-statutory organizations. The research was undertaken in two stages: stage one was a qualitative survey of twelve campaigns that identified key benchmarks and strategies; stage two was a quantitative survey of one hundred case campaigns which sought to statistically assess the importance of the benchmarks and strategies. The study identified key benchmarks and strategies that could help to develop more efficient campaigns in a climate of time and budgetary constraints. The study provides one of the first frameworks for developing future campaigns and for assessing those already undertaken. However, only a small number of benchmarks were found to be significant and no specific strategies were found to be statistically significant with regard to success. The main limitation of the study was relatively small sample size and future research should attempt to evaluate a larger sample so that a more robust statistical analysis can be undertaken. The original contribution to knowledge that this research has generated lies in the identification of a framework for social marketing campaign design. This research presents a significant step forward in understanding the essential components of successful social marketing campaigns and identifying benchmarks that are important for success.
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Zupanoska, Biljana. "Social Networking and the Potential Challenges for Marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-18017.
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Today, marketers and media companies face a changed environment, affected mostly by the rise of the Internet era. The emergence of various technology applications, combined with the global change of customers is affecting the communication between marketers and consumers. Consumers and marketers are changing their roles; consumers are now media producers, programmers, and distributors, through the use of the social networking applications. The aim of the thesis is to analyze this trend, to predict its lifetime and to provide useful insights for the parties that are involved in it. Main point of evaluation are; the structure of the social media marketing ecosystem; the impact that social networking has on the business environment; the relationship of social media and the conventional media, and the legal and ethical concerns of the use of social media. Social networking is a new, experimental trend that has been accepted by many companies, as a part of their communication strategy. The trend has introduced many challenges for businesses, both positive and negative. To seize the positive challenges, marketers need to invest further in learning the rules of the new marketing trend, and in improving their social networking strategies.
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Sorcher, Jessica Jill. "Social Marketing Campaign Evaluation: Impact of "WYA Miami?" on Miami University Students for the Prevention of Binge Drinking." Miami University / OhioLINK, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=miami1588286643494636.
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Tauchenová, Kateřina. "Fenomén youtuberů a jejich využití v marketingu." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-205064.
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This master´s thesis is called The Phenomenon of Youtubers and their Utilisation in Marketing. It presents Youtubers as idols of today´s young people and introduces options of utilization of their power for marketing purposes. The first chapter introduces the reader to the general matters of online marketing and offers basic knowledge about this area. The second chapter is dedicated to social networks and their utilisation in marketing field. The third chapter introduces the topic YouTube. It explains the term Youtuber and presents the types of videos mostly published by them. The last chapter is dedicated to the concrete examples of marketing activities which were realised within the Czech market. The main part of this chapter is three case studies which analyse three concrete marketing campaigns realised in cooperation with Youtubers. The goal of this thesis is to offer an integrated overview of the phenomenon of Youtubers and the mechanism of their commercial cooperation with brands and also to evaluate the effectiveness of the campaigns involving Youtubers in comparison with campaigns which use the traditional online marketing tools.
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Tsegah, Marian. "Making a difference : a study of the 'social marketing' campaign in awareness creation of gender based violence in Ghana." Thesis, University of Sussex, 2016. http://sro.sussex.ac.uk/id/eprint/60041/.
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Within feminist scholarship advertising – representing women as wives, mothers and sexual objects – has long been regarded as patriarchal, blocking women's liberation (Talbot 2000) and thus an impossible practice for progressive activism. More recently, however, approaches acknowledge advertising as a ‘tool' deployed for a range of ‘political' ends, encouraging changes in values, understandings and behaviors. Such advertising is often referred to as ‘social marketing'. This thesis focuses on one such campaign in Ghana between 2007 and 2009 attempting to raise awareness about gender violence. This campaign is considered in the context of the position of women in post-colonial Ghana and tracked across the different processes of a ‘circuit of culture' (including production, representation, consumption) through which meanings are made (du Gay et al 1997). The thesis explores the campaign's inception, production, mobilization within educational and ‘consciousness-raising' endeavors, the form and textual construction of the ads (largely posters), women's (and some men's) understanding of the posters and gender violence. Methodologically, the project involved interviewing twelve individuals in key organizations working with the public, victims, and on the campaign. It also involved collecting a sample of ten ad posters and conducting eight ‘focus group' discussions with women and some men. Findings suggest that the campaign did lead to increased awareness of gender violence across gender, generations and literacy levels. Nevertheless, audiences/consumers interpreted the campaign posters in very distinctive ways, depending on the resonance with their own lives. Further, constraints on reporting abuse still held, not least on account of the embarrassment and shame of admission. Overall the thesis contributes to scholarship on social marketing but more particularly to debates about improving women's position in Ghana.
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Englund, Tessa Rhianon. "Exploring Progress, Barriers and Opportunities for the Branded FNV Marketing Campaign to Impact Fruit and Vegetable Consumption: A Mixed-Methods Evaluation." Diss., Virginia Tech, 2001. http://hdl.handle.net/10919/104142.
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Unhealthy food and beverage products marketed through diverse media platforms contribute to poor diet quality, obesity, and chronic diseases in the United States (US). Limited empirical research is available on the effectiveness of integrated marketing communications (IMC) and branded media campaigns used to positively influence Americans' diet-related cognitive, behavioral and health outcomes. The purpose of this research was to assess and inform the Partnership for a Healthier America's Fruits and Veggies (FNV) Campaign to increase fruit and vegetable purchases and intake among targeted teen and mom populations. This PhD research evaluated the use, outcomes, and perspectives on branded food marketing campaigns to inform the FNV Campaign through four studies. Study 1 used a mixed-methods research approach that included a scoping review; comprehensive review of peer-reviewed articles, gray literature and media sources; and key-informant interviews (n=11) to identify 13 national branded marketing campaigns that used health-branding strategies to encourage healthy dietary purchases and consumption in the US between 1990-2016. Study 2 explored views of diverse stakeholders (n=22) regarding the FNV Campaign using semi-structured interviews that were thematically analyzed using a conceptual framework with eight constructs (i.e., campaign design, reach, adoption, effectiveness, impact, expansion, scaling up and sustainability). Study 3 assessed FNV Campaign awareness, cognitions and behaviors for buying and eating fruits and vegetables through a survey of targeted teen and millennial mom audiences (n=1,604) in Hampton Roads, Virginia and Fresno, California where the FNV Campaign pilot was launched. Study 4 encompassed a mixed-methods evaluation using data from the second and third studies that assessed and explored congruence between FNV brand awareness and recall of IMC strategies among survey respondents with stakeholders' perspectives regarding IMC strategy contexts and potential. This body of research expands knowledge about the effectiveness of diet-related IMC and media campaigns and provides a foundation for future FNV Campaign evaluations. Taken together, findings across the four studies identified significant opportunities for large-scale IMC campaigns to improve evaluation designs and outcome reporting. These results can inform evidence-based strategies and policies to improve the design of the FNV Campaign and other IMC initiatives to improve dietary patterns and population health.Doctor of Philosophy
Marketing promotions for unhealthy foods and beverages are widespread in the United States (US) and influence Americans' diet choices that lead to weight gain, obesity, and chronic diseases. There is little understanding of how marketing and media campaigns can be used to positively influence Americans' to consume high quality diets and improve their health outcomes. The purpose of this research was to assess and inform the Partnership for a Healthier America's Fruits and Veggies (FNV) Campaign to increase fruit and vegetable purchases and intake among target populations. This PhD research evaluated the use, outcomes, and perspectives on branded food marketing campaigns to inform the FNV Campaign through four studies. Study 1 used a mixed-methods research approach that included a scoping review of the academic and non-academic literature, and key-informant interviews to identify 13 national branded marketing campaigns that used branding strategies to encourage healthy diets in the US between 1990-2016. Study 2 used interviews to explore the views of 22 stakeholders experienced with the FNV Campaign or fruit and vegetable promotion. Interviews were thematically analyzed using a framework with eight constructs (i.e., campaign design, reach, adoption, effectiveness, impact, expansion, scaling up and sustainability) to understand diverse stakeholder perspectives. Study 3 assessed FNV Campaign awareness, cognitions and behaviors for buying and eating fruits and vegetables through a survey of targeted teen and millennial mom audiences (n = 1,604) in Hampton Roads, Virginia and Fresno, California where the was initially launched. Study 4 used data from the second and third studies that assessed similarities and differences between FNV brand awareness and recall of marketing strategies among survey respondents with stakeholders' perspectives regarding marketing strategy contexts and potential. This body of research expands knowledge about the effectiveness of diet-related marketing and media campaigns and provides a foundation for future FNV Campaign evaluations. Taken together, findings across the four studies identified opportunities for large-scale marketing campaigns to improve evaluation designs and outcome reporting. These results can inform future strategies and policies to improve the design of the FNV and other IMC campaigns to improve population diets and health.
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Englund, Tessa R. "Exploring Progress, Barriers and Opportunities for the Branded FNV Marketing Campaign to Impact Fruit and Vegetable Consumption: A Mixed-Methods Evaluation." Diss., Virginia Tech, 2020. http://hdl.handle.net/10919/104142.
Full textAbstract:
Unhealthy food and beverage products marketed through diverse media platforms contribute to poor diet quality, obesity, and chronic diseases in the United States (US). Limited empirical research is available on the effectiveness of integrated marketing communications (IMC) and branded media campaigns used to positively influence Americans' diet-related cognitive, behavioral and health outcomes. The purpose of this research was to assess and inform the Partnership for a Healthier America's Fruits and Veggies (FNV) Campaign to increase fruit and vegetable purchases and intake among targeted teen and mom populations. This PhD research evaluated the use, outcomes, and perspectives on branded food marketing campaigns to inform the FNV Campaign through four studies. Study 1 used a mixed-methods research approach that included a scoping review; comprehensive review of peer-reviewed articles, gray literature and media sources; and key-informant interviews (n=11) to identify 13 national branded marketing campaigns that used health-branding strategies to encourage healthy dietary purchases and consumption in the US between 1990-2016. Study 2 explored views of diverse stakeholders (n=22) regarding the FNV Campaign using semi-structured interviews that were thematically analyzed using a conceptual framework with eight constructs (i.e., campaign design, reach, adoption, effectiveness, impact, expansion, scaling up and sustainability). Study 3 assessed FNV Campaign awareness, cognitions and behaviors for buying and eating fruits and vegetables through a survey of targeted teen and millennial mom audiences (n=1,604) in Hampton Roads, Virginia and Fresno, California where the FNV Campaign pilot was launched. Study 4 encompassed a mixed-methods evaluation using data from the second and third studies that assessed and explored congruence between FNV brand awareness and recall of IMC strategies among survey respondents with stakeholders' perspectives regarding IMC strategy contexts and potential. This body of research expands knowledge about the effectiveness of diet-related IMC and media campaigns and provides a foundation for future FNV Campaign evaluations. Taken together, findings across the four studies identified significant opportunities for large-scale IMC campaigns to improve evaluation designs and outcome reporting. These results can inform evidence-based strategies and policies to improve the design of the FNV Campaign and other IMC initiatives to improve dietary patterns and population health.Doctor of Philosophy
Marketing promotions for unhealthy foods and beverages are widespread in the United States (US) and influence Americans' diet choices that lead to weight gain, obesity, and chronic diseases. There is little understanding of how marketing and media campaigns can be used to positively influence Americans' to consume high quality diets and improve their health outcomes. The purpose of this research was to assess and inform the Partnership for a Healthier America's Fruits and Veggies (FNV) Campaign to increase fruit and vegetable purchases and intake among target populations. This PhD research evaluated the use, outcomes, and perspectives on branded food marketing campaigns to inform the FNV Campaign through four studies. Study 1 used a mixed-methods research approach that included a scoping review of the academic and non-academic literature, and key-informant interviews to identify 13 national branded marketing campaigns that used branding strategies to encourage healthy diets in the US between 1990-2016. Study 2 used interviews to explore the views of 22 stakeholders experienced with the FNV Campaign or fruit and vegetable promotion. Interviews were thematically analyzed using a framework with eight constructs (i.e., campaign design, reach, adoption, effectiveness, impact, expansion, scaling up and sustainability) to understand diverse stakeholder perspectives. Study 3 assessed FNV Campaign awareness, cognitions and behaviors for buying and eating fruits and vegetables through a survey of targeted teen and millennial mom audiences (n = 1,604) in Hampton Roads, Virginia and Fresno, California where the was initially launched. Study 4 used data from the second and third studies that assessed similarities and differences between FNV brand awareness and recall of marketing strategies among survey respondents with stakeholders' perspectives regarding marketing strategy contexts and potential. This body of research expands knowledge about the effectiveness of diet-related marketing and media campaigns and provides a foundation for future FNV Campaign evaluations. Taken together, findings across the four studies identified opportunities for large-scale marketing campaigns to improve evaluation designs and outcome reporting. These results can inform future strategies and policies to improve the design of the FNV and other IMC campaigns to improve population diets and health.
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Ayankoya, Kayode A. "A framework for the implementation of social media marketing strategies in political campaigning." Thesis, Nelson Mandela Metropolitan University, 2013. http://hdl.handle.net/10948/d1020118.
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The concept of social media has grown rapidly in the last years. This can be attributed to the rate of adoption and the penetration of social media around the world. Currently, there is an estimate of over two billion people that are actively using social media. The increased usage of social media has changed the way people interact and communicate. Literature suggests that Internet-enabled social networks (relationship between or among individuals and groups) are developing faster than offline relationships. Previous studies have linked social media to the social network theories that define social relationships based on the actors, the ties that exist and the flow of resources among them. This is made possible by social networking sites and other Internet enabled services that allow friends to meet, connect and interact. Social media allow for individuals, groups or organisations to build their social network of friends and followers. It also facilitates the formation of communities with common interest. Social media facilitate the creation and exchange of content such as text messages, images, audio and video formats among individuals or communities that share a common interest or belong to the same social network. Social capital theorists suggest that the ties that exist in social interaction like on social media have the ability to create benefit for the actors in the networks. This provides the foundation to study the benefits that individuals and organisations can obtain from social media. The opportunity to target and communicate directly with the target market and potential customer qualifies social media as a valuable marketing tool and an important component of the integrated marketing communication. As a marketing communication tool, social media introduces a completely new paradigm into marketing communications. Therefore marketing professionals and academics are continuously seeking how to take advantage of social media for different industries. In the field of politics, the use of marketing concepts to engage voters and drive collective participation in political processes has become critical due to stiff competition. The use of social media for political campaigning and engagement could be beneficial, but politicians and political organisations are not taking full advantage of the concept. Previous studies show that organisations are aware of the opportunities that social media could provide for their organisations. However, they are reluctant because they are faced with the problems of lack of information on how to implement social media for business purposes. This treatise investigates the approach and critical success factors for the use of social media for political campaigning and engagement. To evaluate the conceptual framework that was suggested by this study based on the literature review and case studies, an empirical study was conducted among the members of the Democratic Alliance in the Eastern Cape. A survey was conducted among the members of the Democratic Alliance in the Eastern Cape using a questionnaire and 92 responses were received. The questionnaire measured the respondents’ social media usage, level of political engagement, perception on the use of social media for political engagement and the level of political activities on social media. Also, hypotheses were tested to examine the assumption that there might be an association between the respondents’ gender, population group and level of political activities on social media. The findings of this study indicate that a structured approach, a strong emphasis of engaging followers socially and micro-targeting are critical to effective implementation of social media for political campaigning and engagement. Other factors include the direct involvement of leadership, listening and encouragement of user generated contents. This study concludes that political organisations can use social media to establish multi-levelled social networks that provide access to their target audience and also reach potential audience through their friends. This social connectedness can then be translated into political social capital for campaign and engagement purposes.
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Matlak, Nataliya. "Plano de marketing social para núcleo de ajuda a animais abandonados de Sintra : planemaneto de marketing em organizações sem fins lucratinvos." Master's thesis, Instituto Superior de Economia e Gestão, 2016. http://hdl.handle.net/10400.5/12932.
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Mestrado em MarketingO Núcleo de Ajuda a Animais de Sintra é uma associação sem fins lucrativos cujo objetivo é ajudar e resgatar os animais, nomeadamente cães, que estejam abandonados ou mal tratados pelos donos ou outros indivíduos, sendo o seu foco proporcionar-lhes um novo lar. Como o pessoal da associação, na sua maioria, não tem conhecimentos de marketing, e como está a decorrer a reestruturação das suas instalações, de modo a melhorar as condições de vida dos animais, considerou-se importante a elaboração de um plano de marketing, desenvolvido numa lógica de fundraising, para um arranque sustentável e bem-sucedido dos objetivos da associação. A metodologia de investigação utilizada foi action research, sendo que a associação proporcionou certa colaboração contínua para o desenvolvimento do trabalho. A recolha de dados foi feita através de duas entrevista, inquéritos e dados secundários. No que respeita às questões de investigação constatou-se que a notoriedade da associação é bastante baixa e os processos gerados pela mesma não favorecem totalmente a atividade em causa, tornando difícil a gestão não só dos voluntários, mas também dos seus doadores. A pesquisa e desenvolvimento de conceitos teóricos de planeamento de marketing e de fundraising foram essenciais para o desenvolvimento desde projeto, permitindo identificar os principais pontos de melhoria, recomendando o desenvolvimento dos meios de comunicação tanto internos como externos, de modo a aumentar a notoriedade da associação, com o objetivo de angariar donativos, tanto monetários como de recursos, e sensibilizar os indivíduos para questões como abandono e mau trato de animais.
Núcleo de Ajuda a Animais Abandonados de Sintra is a non-profit association which objective is to help and rescue animals, specially dogs, that are abandoned or suffer from abuse by their owners or other people, focusing on finding them a new home. Since the association´s staff, on their majority, don´t have any knowledge of the concepts of marketing, and because they are in a process of ongoing restructuring of their quarters in order to improve the living conditions of the animals, it was noticed the importance of the elaboration of a marketing plan, developed with the logic of fundraising to achieve a sustainable and successful start to achieve the association's goals. The methodology type used was action research, where the collaboration of the association was relevant and continuous to the development of this project. Data collection was made through two interviews, surveys and secondary data. In regard to the research questions it was found that the notoriety of the association is quite low and the processes generated by the same, are not entirely done in favor to the activity in question, turning the management of volunteers and donors to be difficult. The research and development of theoretical concepts of marketing planning and fundraising were essential to the development of this project, allowing to identify the main points of improvement, recommending the development of both internal media and external, in order to increase the association's notoriety, aiming to collect donations and sensitize people to the issues of neglect and animal abuse.
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Lefébure, Anne, and Emma Engvall. "Social marketing design and evaluation of responsible drinking : A case study of the Swedish organization IQ-initiativet AB." Thesis, Umeå universitet, Handelshögskolan vid Umeå universitet, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-37516.
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The field of marketing does not only consist of traditional marketing and the focus on promoting products and services to increase sales. In recent years a new branch within the marketing field has been established with the focus of promoting behaviours that will benefit the individual and the society as a whole; social marketing. Our purpose with this paper is not only to introduce the reader to social marketing but to describe and explain how social marketing campaigns are created and how the campaigns can be evaluated. The purpose is fulfilled through the use of a qualitative method, namely a case study. Our research question guiding our study is “How can social marketing be understood through the use of an empirical case study?” Our unit of study is the Swedish company IQ-initiativet AB which uses social marketing as a tool to encourage responsible drinking among Swedes. In order to uncover the case of IQ and to answer our research question we used three subquestions. Firstly “How can a social marketing campaign be recognized?”, secondly “How is a social marketing campaign created?” and finally “How is a social marketing campaign evaluated?” To adapt these sub-questions to IQ we performed four in-depth interviews with representatives from IQ, their PR-firm Forsman & Bodenfors and evaluation company Xtreme Nordic. The questions mainly concerned IQ’s national campaigns, which have been shown through various media channels. An interview was also done with the organization IOGT-NTO who promotes a completely sober society in order to get a perspective of the current situation of alcohol consumption in Sweden. From interviews, other sources and earlier research within the field we conclude that even though social marketing is about behavioral change, creating that change is difficult and evaluating an eventual change is even more difficult. IQ focuses on promoting responsibledrinking but cannot link a change in reduced drinking to their specific campaigns. However that does not stop them to do their job. With this case we provide in-depth insight into how one Swedish organization works for healthier drinking behavior. Although the case does not provide empirical generalizations, it provides theoretical contributions that are beneficial for several different stakeholders. Social marketers, campaign organizers/evaluators, commercial marketers and students can benefit from this comprehensive review of social marketing theory and view how it has been appliedin the real life case of IQ. A comprehensive analysis of social marketing is presented in order to increase awareness of the tools that are available for promoting positive behavioral changes in society. The case of IQ exhibits fully functional social marketing campaigns which facilitates understanding and learning for readers by viewing theory in action. The work presented here promotes the development of problem solving skills in order to avoid the common difficulties related to social marketing campaigns and hopes to inspire those interested in future research opportunities.
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Dahl, Rebecca, Larysa Metanchuk, and Steve Marshall. "Engaging Action : A Systemic Approach to Communication Design of Social Marketing Campaigns for Behaviour Adoption." Thesis, Blekinge Tekniska Högskola, Sektionen för ingenjörsvetenskap, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:bth-4206.
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Shifting towards sustainability in environmental, social and economic systems is an urgent concern for society today. In order to contribute to this, the thesis focuses on behaviour orientated social marketing campaigns, which can complement the broader changes required. This study adds knowledge to communication design for social marketing campaigns to improve the conversion of information to action helping move society towards a more sustainable future. Results, drawn from the literature, case studies and interviews, demonstrated the need for a shared vision, detailed knowledge of both the audience and behaviour, development of a network to support the campaign and better use of behavioural psychology and social media. Overall it was found that a more strategic approach is needed during the design and implementation of social marketing campaigns. The Framework for Strategic Sustainable Development (FSSD) was used to structure findings and provide context for campaigners. In practice the FSSD would be used to inform The Strategic Planning Process (SPP), proposed for development of social marketing campaigns that move society towards sustainability.
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Cole, Elaine Janet. "A community-based social marketing campaign to green the offices at Pacific University recycling, paper reduction and environmentally preferable purchasing /." [Yellow Springs, Ohio] : Antioch University, 2007. http://www.ohiolink.edu/etd/view.cgi?acc_num=antioch1196103329.
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Thesis (Ph.D.)--Antioch University, 2007.Title from PDF t.p. (viewed August 1, 2008). "A dissertation submitted to the Ph.D. in Leadership and Change program of Antioch University in partial fulfillment of the requirements for the degree of Doctor of Philosophy October 2007."--from the title page. Advisor: Dr. Jon Wergin. Keywords: community-based social marketing, recycling; paper reduction, environmentally preferable purchasing, higher education, behavior change, mixed method study, greening Includes bibliographical references (p. 196-204).
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Cole, Elaine J. "A Community-Based Social Marketing Campaign to Green the Offices at Pacific University: Recycling, Paper Reduction, and Environmentally Preferable Purchasing." Antioch University / OhioLINK, 2007. http://rave.ohiolink.edu/etdc/view?acc_num=antioch1196103329.
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Helm, Linda S. "Prevention of Non-Biological Male Perpetrated Child Maltreatment: Does a Prevention and Public Awareness Campaign Work?" The Ohio State University, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=osu1387564568.
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Stratton, Jessica Nicole. "Examination of Head Start students' and teachers' attitudes and behaviors toward trying new foods as part of a social marketing campaign." Thesis, Virginia Tech, 2008. http://hdl.handle.net/10919/31878.
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Objective: To determine the impact of preschool teacher food-related attitudes and behaviors on child food behaviors.
Design: A twelve-week intervention and observational study with teachers completing
questionnaires before and after the intervention.
Setting: Head Start classrooms throughout Virginia.
Participants: 177 preschool Head Start teachers and 1534 children.
Intervention(s): Food Friends, a twelve-week social marketing campaign, was conducted by Head Start teachers during the Spring 2007, introducing children to novel foods with food puppets, nutrition-related activities and novel food tasting opportunities. Hypotheses related to the impact of preschool teachersâ food-related attitudes and behaviors on childrenâ s food behaviors were tested, and changes in teacher and child food behaviors were measured.
Main Outcome Measures: Teacher food-related attitudes and behaviors were measured/quantified. Child food behaviors were measured and compared to teacher attitudes and behaviors.
Analysis: Descriptive, correlational and t-test statistics were conducted.
Results: Teachersâ and childrenâ s acceptance of novel foods improved after the Food Friends program, however, no direct correlations were found between teacher food-related attitudes and behaviors and child food behaviors.
Conclusions and Implications: Preschool teacher attitudes and behaviors may not significantly impact child food-related behaviors. More research is needed to determine effective ways of encouraging positive child food behaviors.Master of Science
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Klein, Daniel F. "Partnerships in Fostering Poverty Alleviation: A Case Study on the Together Ohio Campaign in Appalachian Communities." Ohio University Honors Tutorial College / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1307038746.
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Stark, Caroline, and Jonas Berggren. ""Cause-Related Marketing, Win-Win-Win?" : A Qualitative Study of the Pink Ribbon in Swedish Partner Companies´ CRM Campaign." Thesis, Umeå universitet, Handelshögskolan vid Umeå universitet (USBE), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-38325.
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Bártlová, Jitka. "Analýza komunikační kampaně ministerstva dopravy "Nemyslíš,zaplatíš"." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-11248.
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Diploma thesis - Ministry of Transport communication campaign "Nemyslíš, zaplatíš" analysis - is divided into two parts - theoretical and practical. Theoretical part is concerned in marketing and commercial communication, social marketing and evaluation of communication campaign effectiveness. Practical part refers to BESIP, czech accident statistics and communication campaign "Nemyslíš, zaplatíš" analysis (introduction, communication strategy). Thesis also contains research concerning campaign effectiveness and awareness. Overall campaign evaluation is made at the end of thesis and completed with reccomendation for the future.
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Valentino, Kylie. "Preventing Childhood Drownings in Backyard, Residential Pools: Understanding Stakeholders' Roles in Knowledge Mobilization and the Creation of a 2017 Protable Pool Safety Social Marketing Campaign in Ottawa, ON." Thesis, Université d'Ottawa / University of Ottawa, 2017. http://hdl.handle.net/10393/35850.
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In this first manuscript, the research purpose was to explore stakeholders perceived roles in mobilizing pool safety knowledge and to understand the barriers associated with the uptake of pool safety initiatives. Six water safety experts were interviewed to gain insight into their perceptions and diverse roles. Using grounded
theory, it was determined that stakeholders perceive they have a role in mobilizing pool safety knowledge. Three overarching themes emerged from the data which aligned with a proposed Drowning Prevention Spectrum: pool safety experts perceive their responsibility in mobilizing pool safety knowledge through their role in developing knowledge and skills as a safety educator; developing and promoting campaigns and products through their role as a marketer of behaviour change; and through their role in the development and enforcement of policies and legislation. Interviewees were also asked what they perceived as some of the major barriers to the uptake of pool safety information and initiatives. Interviewed stakeholders revealed that the main social ecological barriers included personal barriers (cost and time), social barriers (policy and awareness), and physical barriers (backyard aesthetics). The results of the first manuscript demonstrates that even though all interviewed stakeholders perceive they have a role in mobilizing pool safety knowledge, there are still barriers in the uptake of pool safety knowledge by citizens and pool owners. The second manuscript focused on using Weinreich’s (2010) process model and semi structured interviews with six pool safety experts as well as marketing experts to create a social marketing campaign to emphasize the risks associated with portable pools. This article goes through the six steps outlined by Weinreich (2010) as well as using theories in the development of the campaign messages. Through interviews, experts gave their opinions and suggestions on most effective
campaign messages, images, target audience, and promotional channels. The mock
campaign ads were then presented to the marketing team in whom they gave their ideas and suggestions on how to hook the target audience in wanting to learn more about portable pool safety. A final campaign was crafted and will be implemented in a future City of Ottawa initiative.
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Landin, Kristoffer, Marcus Lindberg, and Christoffer Nyman. "How to Implement and Evaluate an Online Channel Extension Through Social Media." Thesis, Linnaeus University, Linnaeus School of Business and Economics, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-5878.
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The main purpose of this thesis is to explore and investigate how an online company can utilize social media. Another purpose is to, though an extensive literature review, explain why a web-based company should exploit social communication channels. Another purpose is to analyze and explain the impact of implementing a channel extension strategy using social communication channels through an empirical study.
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Johnson, Elizabeth Anne. "Sent to You by Someone Who Thinks You're Beautiful: The Effects of Regulatory Focus, Personal Involvement, and Collective Efficacy in a Social Marketing Campaign." Thesis, Virginia Tech, 2010. http://hdl.handle.net/10919/31983.
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This study examined attitudes and behavioral responses to a social marketing campaignâ s video messages. Independent variables in the study were the regulatory framing of the campaign message, personal involvement, and collective efficacy. Results revealed main effects of both collective efficacy and personal involvement on attitude toward the brand, attitude toward the issues, and behavioral intentions. Significant interactions between collective efficacy and the regulatory frame of the video were found to affect the dependent variables. Gender was also found to significantly moderate the findings. Theoretical implications and practical implications are discussed.Master of Arts
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Michálek, Tomáš. "Řízení marketingové kampaně v prostředí sociálních sítí a vyhodnocování jejich efektivity." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-197089.
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This thesis is an analysis of the efficiency of managing social media campaings of Faculty of Management in Jindrichuv Hradec, as well as a new proposal of its improvements. The first part of the thesis explains theoretical expressions on the topic above, including marketing communication, public relations, media planning and online marketing. The second chapter turn the theoretical knowledge into practice, contains of concrete activities of Faculty of Management in Jindrichuv Hradec in comparsion with its competitive faculties. Conclusion of the thesis consist of recommendations for managing the social media campaings and its further tracking of the efficiency.
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Julia, Sundqvist. "N0 H8 M8 (No hate mate) : En enkätstudie om lärarstudenters mottagande av en kampanj mot näthat." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39043.
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Studien ämnar undersöka lärarstudenters mottagande av en kommunikationskampanj mot näthat. Syftet är att förstå hur de uppfattar kampanjen och dess budskap, samt hur de ser på kampanjen i förhållande till sin framtida yrkesroll som lärare. Studien använder tvåstegshypotesen och begreppet opinionsbildare, samt social marketing-disciplinens ramverk för att besvara frågeställningarna. Dessutom används teorin om sekundär socialisation och tankar om sociala normer för att bättre förstå studiens kontext. Studien har en kvantitativ ansats och empiri samlas in med hjälp av en digital enkät. Empirin analyseras och diskuteras sedan utifrån studiens teoretiska utgångspunkter. Studien visar att lärarstudenterna anser att kampanjen berör viktiga ämnen och anser att klassrumsövningarna är användbara. De anser sig i allmänhet vara kunniga om ämnen som kampanjen tar upp, som sexism, rasism, homofobi och samhällets normer. Däremot anser de sig inte veta så mycket om anonymitet på nätet, lagstiftning kring kränkningar online och var det finns hjälp att få vid nätmobbning. Analysen av resultatet pekar också på att de har en medvetenhet kring sin framtida yrkesroll och anser att de har ett ansvar att arbeta med de frågor som kampanjen berör. Det verkar också som att de anser att kampanjens metodmaterial skulle utgöra ett användbart verktyg som kan hjälpa dem att ta sig an den uppgiften.This study aims to examine the reception of a communication campaign against hate speech online and cyber-bullying. The purpose it to understand how teacher students at university level, perceive the campaign and its messages, as well as how they perceive the campaign in relation to their future teacher profession. The study’s theoretical framework includes the theory of two-step flow of communication, with the core concept of opinion leaders. It also includes teachings from the social marketing discipline. To better understand the context of the study, the theory of secondary socialisation is used, together with a social norms-perspective. The study uses a quantitative survey method. Empirical data is collected through an online survey and is later analysed and discussed with the help of the aforementioned theoretical framework. The results show that the teacher students think the topics of the campaign are important. In general, they rate their knowledge on the campaign topics highly. They claim to know a lot about sexism, racism, homophobia and societal norms. However, they rate their knowledge on other topics lower – they claim to not know as much about online anonymity, legislation about hate speech or the resources that are available when cyber-bullying occurs. The analysis shows that the teacher students are aware of the socialising role that comes with their future profession. They seem to think that it is part of their responsibility as teachers to work with the themes specified in the campaign. It seems like they think the campaign material and classroom exercises would be useful tools when it comes to living up to that responsibility
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Kalousková, Lucie. "Úspěšné kampaně v boji za lidská práva." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-193396.
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The importance of NGOs has been on the rise since the World War II. Amnesty International is one the best-known human rights nongovernmental organizations which has been globally successful in human rights agenda setting. This Diploma thesis analyzes the common features of three selected successful Amnesty International campaigns and aims to determine key attributes that can help to reach the goals of human rights campaigns.
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Kovářová, Michaela. "Vliv cause related marketingu na spotřebitele v ČR." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-201663.
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The thesis deals with the impact of cause related marketing campaigns on the customers in the Czech Republic. The thesis is divided into theoretical and practical parts. Within the theoretical part, the attention is paid to the determination of CRM, as well as to the CSR concept, on whose grounds CRM is based on. For the findings about the situation on the Czech market regarding CRM, chosen CRM campaigns were analyzed together with its particular campaign characteristic, which cause the campaign to be un/successful. Because commercial subjects evaluate the campaigns according to the gathered amount of money, it is difficult to find out the real impact of CRM campaigns. Therefore, the own survey became a part of the practical part of the thesis with the aim to find out this impact directly from the customers. The results were compared with the American studies and are summed up into the ideal campaign, which is introduced on the chosen bank company.
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Hörnell, Julia. "Duktig, glad och diskriminerad : En kvalitativ studie av Arbetsförmedlingens informationskampanj Se kraften." Thesis, Södertörns högskola, Svenska, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-32031.
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Prejudices are a big problem in our society and something that some underprivileged groups suffer from more than others. One of the many negative effects of prejudices is that some groups are finding it more difficult than others to get a job. One of these groups are people with a disability. Would it be possible to reduce prejudices and change negative attitudes by using commercials? If so, how could it be accomplished?The purpose of this study is to investigate how the prominent participants of Arbetsförmedlingen’s campaign Se Kraften are depicted in the campaign. I have analysed two texts, two film clips and one image from the campaign by using qualitative text analysis and multimodal analysis. I have also used a comparative analysis between the results of the accomplished analysis and the expressed strategies of the campaign.The results show that people with a disability are depicted as active and just as good co-workers as people without a disability. The employers in the campaign are depicted as people who employ people with a disability and who encourage other employers to do the same thing. Arbetsförmedlingen are depicted as an administrative authority which can help employers with the employment of people with a disability and the target audience “employers” are depicted as people who obviously want to employ people with a disability.
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Rodrigues, Marisa Andrea Lopes. "Utilização dos social media numa campanha de comunicação integrada da indústria farmacêutica com a população : estudo de caso na área da enxaqueca." Master's thesis, Instituto Superior de Economia e Gestão, 2012. http://hdl.handle.net/10400.5/5077.
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Mestrado em MarketingEste trabalho foca-se na temática das alterações no paradigma da comunicação fruto da generalização da internet e das modificações no comportamento dos doentes, e.g. na pesquisa de informação sobre saúde online. Para melhor entender o impacto desta mudança, decidiu-se efetuar um estudo de caso de uma campanha da Indústria Farmacêutica (IF), na área da enxaqueca, nos social media cujo segmento alvo é a população. O estudo de caso foi efetuado através de duas entrevistas em profundidade a dois colaboradores envolvidos no caso, seguida de uma análise de conteúdo ao historial de comentários da página de Facebook® da campanha. Verificou-se que com um orçamento curto, com uma estratégia bem definida e com uma comunicação integrada entre canais, é possível lançar uma campanha de sensibilização para a patologia nos social media, cujo crescimento gerou partilha de informação e engagement entre doentes, levando a um impacto positivo na sua saúde. Esta campanha é um exemplo de como a Indústria Farmacêutica poderá ser importante na evolução das funções dos doentes e médicos, consequentes da alteração do paradigma da comunicação.
This research is focused on the changes in the communication paradigm that rose from the internet generalization and consequent modifications in patient behavior, such as searches online for health related information. To better understand the impact of this change, a case study was developed, based on a migraine awareness campaign, launched in the social media by the pharmaceutical industry, whose target was the population. The methods of the case study included two in-depth interviews of two employees involved in the case, followed by content analysis of some comments in the Facebook® page of the campaign. The results showed that with a short budget, a well-defined strategy and an integrated communication between channels, it is possible to launch a disease awareness campaign in the social media, whose growth led to the engagement and sharing of information between patients, and ultimately leading to a positive impact in their health. This campaign is an example of how the pharmaceutical industry may have an important role in the evolution the patients and physicians, arising from the changes in the communication paradigm.
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Krejčí, Václav. "Sestavení modelu cílů, nástrojů a ukazatelů výkonnosti pro tvorbu digitálních reklamních kampaní vysokých škol." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-165113.
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This diploma thesis "Development of model of goals, instruments and performance indicators for digital advertising campaigns for universities" deals with the issue of marketing commu-nication and is specifically focused on advertisement of higher education in the Czech repub-lic. Theoretical part examines goals of marketing communication, instruments of digital adverti-sing campaings and their performance indicators. In practical part, this knowledge is further modified to suit the specific segment of higher education and there is created a model of goals, instruments and performance indicators. This model is then used as a base for analysis of the digital campaign Buď dobrej!, which had been made for the University of economics in Prague, specifically for the Faculty of informa-tics and statistics. Using the results from the previous analysis, we made practical recommendations, which further expand the model created in the practical part.
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Oscar, Hiller, and Katsavria Charikleia. "Dimensions of Transcultural and Multicultural Marketing Campaigns." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-32837.
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Marketers attempting to please a large part of the population in order to gain more customers, already have a demanding job. However, things get even more complicated when the population consists of a variety of cultures, such as in Sweden. With the aim to appeal to people belonging to different cultures, more and more campaigns of transcultural and multicultural content are created. Those campaigns, being controversial, do not go unnoticed and generate a division in views. We have therefore decided to investigate: “How do consumers perceive trans-cultural and multicultural marketing campaigns?” and “What are the dimensions of these types of campaigns on buyer behaviour?”. This study will attempt to answer the research questions by exploring the themes of culture and ethics alongside. This is done to clarify the reasons behind the differences among customers’ perceptions on the campaigns chosen. In order to explain the difference between transcultural and multicultural campaigns, two campaigns, one by Åhléns and one by H&M, were used. A qualitative research was conducted by interviewing twelve people, six for each campaign. Based on our results, all of the interviewees stated that culture is directly correlated with ethics. The different perspectives on the campaigns were due to matters of ethicality. Half supported the campaigns due to their inclusiveness while the other half deemed them unethical for different reasons. While everyone associated the campaigns with ethicality, the majority does not take ethics into consideration while shopping. Furthermore, corporate social responsibility proved to have a smaller impact on buyer behaviour than a company’s involvement in an unethical activity that weighs more in consumers’ eyes. Last but not least, even though the customer perceptions on these types of campaigns are divided, there is no direct effect on buyer behaviour, but more towards brand loyalty.
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Walls, Jedediah Logan. "Identifying Human Values Reflected in "Digitoral" Marketing Campaigns." Thesis, Fielding Graduate University, 2018. http://pqdtopen.proquest.com/#viewpdf?dispub=10829147.
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This research describes psychological values as they appear in social commerce related online marketing campaigns. Values are studied by their functional roles, which is what they do, rather than what they are (Gouveia, Milfont, & Guerra, 2014). According to the functional theory of values, values guide actions and express needs. Marketing campaigns and values are explored because both marketing and values seek to guide actions and express needs. Exploring this calls for a qualitative study using content analysis. This research conducts two content analysis studies to verify accuracy. The first uses an open coding method, and the second uses a qualitative deductive analysis approach. The results retrieved throughout both studies use different word codes, but when listed together indicate that insightfulness, knowledge, and social support show the highest frequency and co-occurrence. Both studies also show that digitoral marketing campaigns rely much more on thriving needs than survival needs. Both studies confirmed, however, that survival needs are mostly expressed through displays of power, obedience, personal stability, and survival.
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Pokorný, Marek. "Rizikovost online marketingové komunikace značky Engine Tables." Master's thesis, Vysoké učení technické v Brně. Ústav soudního inženýrství, 2017. http://www.nusl.cz/ntk/nusl-367523.
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Target of master's theasis is find, analyze and identify all risks of online marketing communication Engine Tables. The theoretical part describes theoretical basics of marketing, basic concepts of marketing and methods of work. In the analytics part are basic information about company, marketing problems, PEST analysis, market analysis and competition. I will analyze all risk, that may happen at online marketing enviroment. In the last part are all results, their efficiency, financial demands and contribution of individual solutions.
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Van, Huyssteen Lucea. "Fear-based advertising appeals : assessing execution styles of social marketing campaigns." Thesis, Stellenbosch : University of Stellenbosch, 2010. http://hdl.handle.net/10019.1/5445.
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Thesis (MComm (Economics)--University of Stellenbosch, 2010.ENGLISH ABSTRACT: South Africa faces an epidemic, namely, HIV/Aids, which has grown substantially over the last ten years. It can be regarded as the country with the most alarming statistical figures concerning HIV infection rates. Even though South Africa is a country under scrutiny, given the high prevalence of HIV/Aids, this epidemic also constitutes as a global problem, given that an approximate number of 7400 individuals are infected with HIV every day. The number of Aids related deaths has risen from 100 000 in 1999 to over 400 000 in 2009. Given the concern, and in an effort to combat the fast spread of HIV/Aids, the South African government has implemented various educational and support programs. Marketing efforts are related to the above topic, given that various marketing-related practices have been implemented by non-profit organisations in an attempt to create awareness of HIV/Aids and the related risks. These marketing communication programs are referred to as social campaigns. HIV/Aids social campaigns involve communication strategies which attempt to persuade the target market to ensure that they adhere to safesexual practices, by making individuals aware of the threat that infection poses to their lifestyles. Various campaigns also explore how an individual can ensure safe sexual behaviour. Empirical research stretching back to 1975 has provided marketers with guidelines as to what social communication campaigns, concerning threats to human health, should include regarding an emotional, cognitive aspect. Evidence exists for the need to include emotional cues that would stimulate medium to high levels of fear, rather than low levels of fear, in order to effectively persuade an individual to adhere to a protective behavioural pattern. No research has been conducted in order to conclude whether one type of execution style or specific advertising content would result in significantly increased intentions to behave in the recommended protective manner. This study investigated whether different execution styles would result in significantly different levels of attitude, fear and behavioural intention. This was done by sampling a group of 450 respondents who participated in an experimental study. Three execution styles were tested by means of a post-test self administered questionnaire including items related to variables of the Protection Motivation Theory (PMT). The PMT explores the effects that fear appeal would have on attitude change. Not only was it found that different execution styles result in significantly different levels of the mentioned variables, it was also found that one execution style is significantly more effective in evoking these cognitive responses in one race group as compared to another. The empirical results of this study reveal that by discontinuing mass communication, and, in preference, segmenting the market towards which HIV/Aids social campaigns are currently aimed, based on race, these awareness campaigns would be more effective in inducing protective sexual behaviour.
AFRIKAANSE OPSOMMING: Suid-Afrika word gekonfronteer met ’n epidemie, naamlik MIV/Vigs, wat aansienlik gegroei het oor die afgelope tien jaar. Suid Afrika kan beskou word as die land met die mees ontstellende statistieke met betrekking tot MIV-infeksie. Selfs al is Suid-Afrika die land met die hoogste gevalle van MIV/Vigs, is hierdie epidemie ook 'n wêreldwye probleem, gegewe dat 'n ongeveer 7400 individue met MIV besmet word elke dag. Die aantal Vigs-verwante sterftes het toegeneem van 100 000 in 1999 tot meer as 400 000 in 2009. Gegewe bogenoemde en in 'n poging om MIV/Vigs verspreiding te beveg, het die Suid- Afrikaanse regering verskeie ondersteunende en opvoedkundige programme geïmplementeer om hierdie doel te bereik. Die verwantskap tussen bemarkingspogings en die betrokke onderwerp is dat verskeie bemarkingsverwante praktyke geïmplementeer word deur nie-winsgewende organisasies in 'n poging om bewustheid van MIV/Vigs en die verwante risiko's te skep. Hierdie bemarkingskommunikasie programme word na verwys as sosiale veldtogte. Die relevante MIV/Vigs-veldtogte behels sosiale kommunikasie strategieë wat die teikenmark probeer oorreed om te verseker dat hulle voldoen aan veilige seksuele praktyke, deur individue bewus te maak van die bedreiging wat infeksie inhou tot hul lewenswyse. Verskeie veldtogte brei ook uit oor hoe 'n individu veilige seksuele gedrag kan verseker. Empiriese navorsing wat terugstrek tot 1975 voorsien bemarkers met riglyne oor wat die sosiale kommunikasie veldtogte, wat 'n bedreiging vir menslike gesondheid behels, moet insluit met betrekking tot 'n emosionele, kognitiewe aspek. Bewyse bestaan in guns van die noodsaaklikheid van emosionele leidrade wat medium tot hoë vlakke van vrees in ‘n individu sal stimuleer, eerder as lae vlakke van vrees, om sodoende 'n individu effektief te oorreed om te voldoen aan beskermende gedragspatrone gegewe die bedreiging wat bestaan. Geen navorsing bestaan tans met betrekking tot of ‘n sekere tipe advertensie uitvoeringstyl of spesifieke advertensie-inhoud sou lei tot ‘n aansienlik hoër voorneme om te reageer op die aanbevole beskermende gedrag nie. Hierdie studie ondersoek of sekere advertensie uitvoeringstyle sou lei tot aansienlik verskillende vlakke van houding, vrees en gedrag. Die ondersoek is gedoen deur middel van 'n groep van 450 respondente wat deelgeneem het aan 'n eksperimentele studie. Drie uitvoeringstyle is getoets deur middel van 'n na-toets self-voltooiingsvraelys wat items ingesluit het wat verband hou met veranderlikes van die beskermings-motiveringsteorie (BMT). Die BMT ondersoek die uitwerking wat vreesaanlagte sal hê op houding en aanpassing daarvan. Hierdie studie het bevind dat verskillende advertensie uitvoeringstyle bydra tot aansienlike verskillende vlakke van die bogenoemde veranderlikes, asook dat een uitvoeringstyl beduidend meer effektief is in die ontlokking van kognitiewe respons in sekere rassegroepe in vergelyking met ander. Die empiriese resultate van hierdie studie bewys dat bemarkers die doeltreffendheid van MIV/Vigs sosiale veldtogte kan verbeter deur massa-kommunikasie te staak en eerder segmentering toe te pas binne die mark op wie veldtogte gemik is. Segmentering op grond van rassegroepe sal veroorsaak dat bewusmakingsveldtogte meer effektief is met betrekking tot hul invloed op die toepassing van beskermende seksuele gedrag binne die teikenmark.
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Uherková, Marie. "Komunikační strategie podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-319400.
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Mater thesis deals with online marketing and optimization of marketing communication strategy for online job board specialised on remote jobs. The practical part based on theory and analyses of competitors and macro/micro environmental factors focus on short term marketing campaign. This campaign tests reaching the main goal of the strategy by evaluating operative goals. After evaluation of the campaign, there is optimized marketing communication strategy plan.
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Harutjunjan, Ani. "Analýza efektivity vybrané marketingové kampaně." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-199988.
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The aim of the thesis is to evaluate the effectiveness of the selected marketing campaign in the area of telecommunications, on the basis of defining basic criteria for success of the marketing campaign as part of the communications plan of the company. The theoretical part of the thesis is focused on defining the fundamental components of the marketing and the communication mix. Furthermore, theoretical part covering the approaches, methods and indicators for measuring the effectiveness of marketing campaigns, serves as a theoretical basis to schedule and implement the practical part. The practical part deals with the marketing and creative concept and the communication strategy of the campaign O2 Extra výhody of Telefónica Czech Republic. The effectiveness of the campaign is evaluated on the basis of the primary research using the questionnaire and also on the basis of the secondary data available from Telefónica CR.
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Ricci, Filippo. "Word of mouth marketing in the digital age: a case study analysis of viral marketing campaigns." reponame:Repositório Institucional do FGV, 2013. http://hdl.handle.net/10438/11317.
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The digital age saw the rise of the consumer focused-enterprise. Every day brands and products are the subject of millions of conversations in which consumers exchange views, opinions and information before making the purchase decision. Marketers understood the importance of word of mouth as a new strategic communication channel and started to anchor word of mouth techniques to the overall marketing strategy. Advertising has become a conversation business: the new marketing challenge is to create an engaging and sharable content that could expand and resonate within consumers’ networks. The more people talk about your brand, the more the likelihood to win harsh competition and increase sales. But how word of mouth marketing works? What make a marketing campaign a viral success? This work aims to provide a comprehensive analysis of word of mouth marketing theory and further investigate the key variables of viral marketing. Following the research question 'how companies design efficient viral campaigns?' the underlying dissertation adopts a descriptive model and a multiple case study approach (Coca Cola Zero and Dove) in order to provide insights and suggestions for viral marketing practices. Considering the findings of the research, a new framework is presented in order to show the most important stages that affect the creation, development and outcome of viral campaigns.
A era digital viu a ascensão da empresa focada no consumidor. Todos os dias, marcas e produtos são objeto de milhões de conversas em que os consumidores trocam pontos de vista, opiniões e informações antes de tomar a decisão de compra. Os profissionais de marketing entenderam a importância do boca a boca como um novo canal de comunicação estratégica e começaram a ancorar técnicas de boca a boca à estratégia de marketing global. A propaganda tornou-se um negócio de conversa: o novo desafio do marketing é criar um conteúdo envolvente e compartilhável que possa expandir e ressoar dentro de redes de sociais de consumidores. Quanto mais as pessoas falam sobre a sua marca, mais a probabilidade de ganhar a competição dura e aumentar as vendas. Mas como o boca a boca funciona? O que faz uma campanha de marketing um sucesso viral? Este trabalho tem como objetivo fornecer uma análise abrangente da teoria de marketing de boca a boca e usa um modelo descritivo para investigar as variáveis-chave de campanhas bem-sucedidas de marketing viral, a fim de proporcionar insights e sugestões para as práticas de marketing viral.
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Stålnacke, Larsson Richard, and Niklas Odén. "What makes a marketing campaing a viral success? : A descriptive model exploring the mechanisms of viral marketing." Thesis, Umeå universitet, Institutionen för informatik, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-45659.
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What makes some marketing campaigns so immensely big and well known when they are marketed through social media or with a viral approach? How can a company reach out to customers through viral marketing and how can they make use of today’s social media to achieve it? In this article we will try to understand and further explore what a campaign have to accomplish in order to achieve a viral spread, using a descriptive model which uses a number of factors and terms necessary in order to properly analyze viral marketing campaigns. This model as it stands today is at its first steps towards being a tool for producers to incorporate in their analytic research and design process when creating viral campaigns.
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Hallberg, Antonia. "Den odugliga samariten : En sociosemiotisk analys av modellä̈sarna i Fö̈rsvarsmaktens rekryteringskampanjer." Thesis, Södertörns högskola, Institutionen för kultur och lärande, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-26303.
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I denna uppsats undersöker och identifierar jag språkliga strategier i kampanjtexter från Försvarsmakten. Undersökningen syftar till att med hjälp av en sociosemiotisk analys kartlägga de modelläsare som konstrueras i Försvarsmaktens rekryteringskampanjer för grundläggande militär utbildning. Undersökningsmaterialet består av printannonser från tre kampanjer genomförda mellan år 2012 och 2013. Metoden för undersökningen är lånad från Anders Björkvalls avhandling svensk reklam och dess modelläsare och består av en analysmodell baseras på Hallidays systemisk-funktionella grammatik. Modellen tar fasta på textens textuella, ideationella och interpersonella betydelser såväl som textens rekontextualisering. Resultatet från undersökningen visar att de modelläsare som konstrueras i annonserna har en inre önskan om att bidra till en bättre värld genom att hjälpa andra människor, men agerar i nuläget inte alls. Modelläsarna är undvikande inför att höra om katastrofer och konflikter i världen och hittar lätt bortförklaringar till varför de ännu förblir passiva. Glappet mellan den önskade och verkliga identiteten skapar en känsla av otillräcklighet hos modelläsarna. Försvarsmakten presenteras i materialet som handlingskraftiga och pålitliga, ett slags ideal för modelläsaren.In this study I examine and identify the linguistic strategies used in campaign texts from the Swedish Armed Forces. The purpose of the study is to identify the characteristics of the mod- el readers constructed in recruitment campaigns for basic military training, using a socio- semiotic approach. The research material consists of print ads from three campaigns conduct- ed between 2012 and 2013. The method used in the study is borrowed from Anders Björ- kvall’s dissertation Model readers in Swedish advertising and consists of an analytical model based on Halliday’s systemic functional linguistics. The model takes into account the textual, ideational and interpersonal meanings of the text, as well as its recontextualisation. The re- sults of the study show that the model readers constructed in the ads have an inner desire to contribute to a better world by helping other people, but are currently not doing this. The model readers avoid hearing about disasters and conflicts in the world and will easily find excuses for why they still remain passive. The gap between the desired and actual identity creates within the model readers a sense of insufficiency. The Swedish Armed Forces, on the other hand, are presented as energetic and dependable, an ideal for the model reader.
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Espinosa-Morazán, María Fabiola. "How can visual communicators improve social marketing campaigns in Nicaragua's decentralization policy of the education system?" The Ohio State University, 2001. http://rave.ohiolink.edu/etdc/view?acc_num=osu1327521036.
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Aquino, Isabella. "The Haunting: la campagna marketing di Netflix tra social engagement e strategie non convenzionali." Master's thesis, Alma Mater Studiorum - Università di Bologna, 2021. http://amslaurea.unibo.it/23519/.
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Partendo da un quadro generale dell'approccio di Netflix alle strategie di marketing attraverso gli anni, questo elaborato di tesi arriva ad analizzare, nello specifico, le strategie social e non convenzionali adottate per promuovere le due stagioni della serie antologica horror The Haunting, ovvero "The Haunting of Hill House" e "The Haunting of Bly Manor".
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Dançante, Diana Sofia da Silva Grilo Carreteiro. "O marketing social aplicado à saúde pública: as duas campanhas de sensibilização em Portugal." Master's thesis, Universidade de Évora, 2017. http://hdl.handle.net/10174/21804.
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A relação entre o marketing social e a saúde pública aconteceu ao longo da convivência
do ser humano com uma vasta gama de patógenos e a alteração de lifestyle num mundo
onde a tendência é a transformação de doenças agudas em doenças crónicas, com impacto
na morbilidade e mortalidade populacional. Muitos problemas que afetam a comunidade,
são doenças que poderiam ser prevenidas, com alterações de hábitos e escolhas
individuais. Neste trabalho investiga-se a intervenção do marketing para encorajar a
alteração de comportamentos dos indivíduos, relativamente à sua saúde. Realizaram-se
dois tipos de estudo: investigação bibliográfica e empírica. Recorreu-se à pesquisa
quantitativa e qualitativa através da aplicação do método da entrevista e do questionário,
para estudar a perspetiva do target, influenciado pelas campanhas de sensibilização e dos
marketeers, responsáveis pelo seu desenvolvimento. Obtiveram-se resultados bastante
satisfatórios, comprovando que as estratégias de marketing cuidadosamente planeadas,
conseguem impactar positivamente a saúde das comunidades; Abstract:
Social marketing applied to public health: Sensibilization campaigns in Portugal
The relation between social marketing and public health, happened during the coexistence
of the human being with a wide range of pathogens and the lifestyle modification in a
world where the tendency is the transformation of acute diseases in chronic diseases, with
impact in the population's morbidity and mortality. Many of the problems which affect the
communities, are diseases that could be prevented, with modifications of habits and
choices from individuals. In this research, is investigated marketing’s intervention to
encourage the modification of individuals behaviors, about their health. Two types of
studies were made: a bibliographic and empirical investigation. Through a quantitative and
qualitative research applying the interview and survey method, to study the target’s
perspective, influenced by the awareness campaigns and the marketer’s perspective,
responsible for their development. Satisfying results were obtained, which prove that
carefully planned marketing strategies can positively impact the health of communities.