Social marketing : doing well by doing good? a look into organizations? marketing communication campaigns on social issues in Finland

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dc.contributor.author Lahtinen, Emmi
dc.date.accessioned 2011-02-17T11:52:20Z
dc.date.available 2011-02-17T11:52:20Z
dc.date.issued 2010
dc.identifier.uri http://urn.fi/URN:NBN:fi:jyu-201102171780 en
dc.identifier.uri http://hdl.handle.net/123456789/26565
dc.description.abstract This study examined social marketing and related dimensions by looking at case campaigns of three Finnish organizations of the public, business and civic sector. Marketing on these sectors is about behavioral influence, but has diverse characteristics. The aims of the research were to clarify the multidimensional field of marketing applied to social issues, to find out the different dimensions, and to examine in which dimensions the case campaigns fit. Social marketing and related disciplines were studied as variants of marketing. A societal perspective and roles of mass media in creating social change were emphasized. The study could benefit the organizational communications and marketing practice by clarifying the field and giving insight in dimensions of social marketing and related campaigns. The cases were Lose Weight for Literacy (the National Institute for Health and Welfare), Drunk, You’re a Fool (the Federation of the Brewing and Soft Drinks Industry) and Make an environmental act, give up your prejudices (the Finnish Red Cross). The study had a qualitative approach exploring characteristics of campaigning on social issues. The research material included documents on the websites, which were analyzed by categorizing and using a method of content analysis. It was found that it is not possible to draw a strict line between the dimensions since some characteristics of the campaigns are overlapping and common. However, the environments, objectives and contents of the campaigns were seen to determine the categorization. The study concluded that organizations engaged in marketing applied to social issues could benefit of identifying the differences of the dimensions. Organizations could thus gain added value to their “doing well by doing good”. Future research on social marketing and related campaigning could concentrate on competition, interactive environments or media advocacy.
dc.format.extent 97
dc.language.iso eng
dc.rights This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited. en
dc.rights Julkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty. fi
dc.subject.other sosiaalinen markkinointi
dc.title Social marketing : doing well by doing good? a look into organizations? marketing communication campaigns on social issues in Finland
dc.title.alternative Look into organizations? marketing communication campaigns on social issues in Finland
dc.type Book en
dc.identifier.urn URN:NBN:fi:jyu-201102171780
dc.subject.ysa markkinointiviestintä
dc.subject.ysa sosiaalinen vastuu
dc.subject.ysa kampanjat
dc.subject.ysa sosiaalinen muutos
dc.type.dcmitype Text en
dc.type.ontasot Pro gradu fi
dc.type.ontasot Master's thesis en
dc.contributor.tiedekunta Humanistinen tiedekunta fi
dc.contributor.tiedekunta Faculty of Humanities en
dc.contributor.laitos Viestintätieteiden laitos fi
dc.contributor.laitos Department of Communication en
dc.contributor.yliopisto University of Jyväskylä en
dc.contributor.yliopisto Jyväskylän yliopisto fi
dc.contributor.oppiaine yhteisöviestintä fi

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