En la ciudad de Chiclayo la acumulación de residuos sólidos constituye hoy un problema agobiante debido a la mala conducción de ello y que en numerosas ocasiones pueden originar dificultades colaterales entre ellos el contagio masivo de enfermedades y la polución ambiental. La alta urbanización que vivimos, el creciente consumismo, la fuerte competencia entre empresas, la intensa propaganda y publicidad entre otros factores se suma, de ahí la importancia de desarrollar estrategias para el manejo adecuado de los residuos sólidos. El manejo de residuos requiere conocimiento y experiencia en varias disciplinas tales como: educación, financiamiento, marketing, sociología, entre otros. La presente propuesta tiene como objetivo principal crear mayor concientización en la población y fortalecer la participación comunitaria respecto a la responsabilidad que todas las personas compartimos aprendiendo el correcto manejo de residuos sólidos y eliminar la acumulación de la basura. Se aplicó instrumentos de investigación como encuestas y así conocer la situación real de las familias frente a la problemática y el deseo de participación en mejorar el lugar donde viven. Finalmente, se busca obtener resultados como cambios de actitud, el desarrollo de hábitos buenos, a través de programas, talleres de reciclaje y actividades que promuevan contribuir con la limpieza de nuestra ciudad y cambiar el chip de la ciudadanía compartiendo responsabilidades.

Hoy en día muchas familias cuentan con una mascota en casa, son motivo de compañía y cada vez más han logrado establecer vínculos afectivos fuertes, pues son los compañeros y sustitutos perfectos, muchas veces de otras personas, familiares y hasta de los hijos. El número se ha incrementado en los hogares pero, en casi todos los casos, la búsqueda del “compañero” se orienta a uno de raza, dejando de lado a otros que, también tienen las mismas intenciones de brindar amor pero por la condición de ser “criollos” no tienen la misma oportunidad de encontrar un hogar; es por esa razón, que se encuentra en la calle mucho maltrato y abandono animal. Ante esto, la investigación ha tomado como base a la organización sin fines de lucro denominada Refugio Animal, establecida en la ciudad de Chiclayo y dedicada al cuidado y protección de los perros callejeros, con la finalidad de darles una nueva oportunidad a partir de la adopción. El objetivo fue proponer una plan de marketing social, para ello la metodología que se utilizó fueron de tipo cuantitativo descriptivo y se aplicaron encuestas a los pobladores para conocer la sobrepoblación canina y cómo a través de la organización Refugio Animal poder lograr que la gente tome conciencia sobre este problema que se viene generando desde hace mucho tiempo y cada vez empeora más. La investigación luego del análisis propone estrategias de fidelización, concientización con respecto al maltrato animal y se llegó a la conclusión de que muchas personas no tienen conocimiento de la existencia del Refugio Animal y que gran porcentaje de los encuestados si tienen mascotas o les gustaría tener una, también de que si estarían dispuestos a colaborar en alguna actividad con la finalidad de disminuir esta problemática.

Diploma thesis "The marketing usage in the social media" deals with the application of the social media in the marketing communication. My target is to create a comprehensive outlook on social media in marketing promotion. What are the most commonly used tools of social media marketing? Which forms of promotion does it offer? How to use these tools correctly? Is the promotion that uses social media effective? How big is its role in the current communication and how do the clients understand the social media marketing? The thesis is divided into two parts. The theoretical one describes the basic definitions of terms for my thesis. Later in the thesis, I am explaining the position of marketing in media and what new elements it has brought. I do this throurgh mapping of the online and social media marketing and promotion resources. Another section of the theoretical part is devoted description of selected social media. As an own contribution to my practical part of diploma thesis, I conducted my own research. It was done in a form of qualitative research, more complex open-ended questions, focused on a smaller group of respondents intended to detect the advantages and disadvantages of the use of social media in current marketing. The conslusion of my thesis deals with the results of my research. Here...

La situación actual de las campañas sociales impulsadas por el Estado peruano indica que existe una baja efectividad. Solo en el 2017, el 18% del total de campañas impulsadas por Estado fueron consideradas como efectivas, hecho que preocupa al Estado, al tratarse de problemas altamente importantes para el cuidado y desarrollo del país. Por otro lado, hoy en día, los países y sus Estados vienen implementando varias herramientas pertinentes del marketing digital con la finalidad de optimizar su gestión y mejorar los problemas de la sociedad. Una de estas herramientas es el microtargeting, una herramienta del campo del marketing político digital utilizada principalmente en Facebook, que ha logrado optimizar campañas políticas. Ante ello, se realizó un estudio sobre esta herramienta y sus posibilidades de ser aplicada en otro campo diferente al político: el social. El objetivo central de este estudio es identificar de qué manera el microtargeting podría elevar la efectividad del mensaje de las campañas sociales publicitadas en Facebook. Para realizar el análisis, se ha considerado como metodología una investigación de tipo exploratoria de método cualitativo. El enfoque considerado es estudio de caso, utilizando la técnica de entrevistas. Se ha considerado realizar doce entrevistas a especialistas dentro de las siguientes especialidades: marketing social y publicidad social, marketing digital y comunicación para el desarrollo. Los resultados indican que el microtargeting sí mejoraría parte de la efectividad del mensaje, debido a su gran aporte en identificación del target y el aseguramiento de la llegada del mensaje exacto al público exacto. / The current situation of the social campaigns promoted by the Peruvian State indicates that there is low effectiveness. Only in 2017, 18% of the total campaigns promoted by the State were considered effective, a fact that worries the State, since they are highly important problems for the care and development of the country. On the other hand, today, countries and their states have been implementing various relevant digital marketing tools in order to optimize their management and improve society's problems. One of these tools is microtargeting, a tool in the field of digital political marketing used mainly on Facebook, which has managed to optimize political campaigns. Given this, a study was carried out on this tool and its possibilities of being applied in another field different from the political one: the social one. The main objective of this study is to identify how microtargeting could increase the effectiveness of the message of social campaigns advertised on Facebook. To carry out the analysis, an exploratory research with a qualitative method has been considered as the methodology. The approach considered is a case study, using the interview technique. It has been considered to carry out twelve interviews with specialists within the following specialties: social marketing and social advertising, digital marketing and communication for development. The results indicate that microtargeting would improve part of the effectiveness of the message, due to its great contribution in identifying the target and ensuring the arrival of the exact message to the exact audience. / Trabajo de investigación

Les populations défavorisées sont souvent peu réceptives aux messages de santé publiques, perçus comme trop complexes et peu adaptés. De nombreuses interventions nutritionnelles ont été menées, y compris en magasin, mais l’impact de ces interventions sur les comportements d’achats reste peu convaincant. L’utilisation des principes et des techniques issus du marketing pourrait constituer une stratégie efficace pour développer des interventions adaptées à ces populations.L’objectif de cette thèse était de développer, mettre en oeuvre et évaluer une intervention nutritionnelle dans deux magasins dans les quartiers Nord de Marseille, selon la méthode du marketing social. Pendant 6 mois, une sélection d’aliments peu coûteux et de bonne qualité nutritionnelle ont été mis en avant via un étiquetage en rayon, soutenu par une campagne de communication et des actions promotionnelles en magasin : dépliants, affiches, tête de gondole, stand de dégustation. L’analyse des achats des clients a montré un effet positif de l’intervention sur l’achat de féculents et de fruits et légumes. Un questionnaire rapide à la sortie des magasins a montré que 31 % des clients ont remarqué l’opération, et que ce pourcentage était plus élevé à la fin de l’intervention. Un questionnaire plus approfondi a montré que les clients ayant remarqué l’intervention obtenaient des scores plus élevés à un quiz sur la nutrition et comprenaient mieux le système d’étiquetage que les clients ne l’ayant pas vue.Bien que ces résultats soient plutôt encourageants, un certain nombre de questions demeurent, en particulier sur la temporalité du changement de comportement, l’importance de la segmentation de la cible et la prise en compte des comportements irrationnels et inconscients dans le marketing social. / Low-income populations are often unreceptive to public health messages that may be perceived as too complex and poorly adapted. Many nutrition interventions have been conducted, including store-based interventions, but their impact on purchase behaviors is not convincing. The use of marketing principles and techniques could be an effective strategy for developing interventions adapted to these populations.The objective of this PhD was to develop, implement and evaluate a nutrition intervention in two stores in the northern districts of Marseille (France), using a social marketing approach. For six months, a selection of inexpensive foods of good nutritional quality was promoted through shelf labeling, supported by a communication campaign and in-store promotional actions: leaflets, posters, endcap placement, tasting booth. Analysis of customer purchases showed a positive effect of the intervention on the purchases of starchy foods and fruits and vegetables. An exit survey revealed that 31% of customers had seen the intervention, and that this rate was higher at the end of the intervention. A more in-depth survey showed that customers who saw the intervention scored higher on a quiz about nutrition and had better understanding of the labeling system than did customers who had not seen the intervention.Although these results are rather encouraging, questions remain, in particular about the temporality of behavioral change, the importance of target segmentation and the consideration of irrational and unconscious behavior in social marketing.

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[pt] Considerando o aumento da participação da iniciativa privada em projetos e programas que buscam contribuir para a elevação do bem estar da sociedade, inclusive por meio de ações de marketing social, esta pesquisa teve como principal objetivo identificar, na perspectiva dos atores envolvidos, em especial o público-alvo, como a cocriação de valor é abordada (e se manifesta) nos programas de marketing social desenvolvidos por empresas no Brasil. Para tal, foi realizado um estudo multicasos que teve como objetos de estudo três iniciativas promovidas por uma empresa privada do segmento de bens de consumo, em parceria com outras organizações. Todas as iniciativas estudadas apresentam aspectos que as caracterizavam como ações de marketing social e abrangiam diferentes causas de interesse da sociedade: segregação de resíduos sólidos, cuidados com a saúde cardiovascular e hábitos de higiene junto ao público infantil, especialmente por meio da lavagem adequada das mãos. Os métodos para coleta de dados envolveram quarenta entrevistas pessoais, por telefone e por email, observação e consulta a arquivos e documentos diversos fornecidos por alguns dos entrevistados. A análise dos dados foi qualitativa, seguindo categorias pré-definidas a partir da revisão de literatura. Os resultados da pesquisa mostraram que as iniciativas estudadas foram desenvolvidas tendo por base diversos elementos da cocriação de valor, destacando-se, principalmente, o projeto voltado aos cuidados com a higiene das mãos. Especificamente em relação aos processos de descoberta, design e entrega de valor, as iniciativas estudadas, apesar de apresentarem elementos da cocriação de valor, o fazem predominantemente na etapa da entrega, sendo que os processos de descoberta de design parecem ter ocorrido apenas sob a responsabilidade das organizações envolvidas, sem evidências que sugerem a participação do público-alvo. Identificou-se que a abordagem mais evidente nas iniciativas estudadas é a downstream, mais voltada à mudança do comportamento individual. O presente trabalho colabora para preencher uma lacuna na literatura referente a marketing social e cocriação de valor, em especial no que tange ao estudo de ações desenvolvidas pela iniciativa privada. Além disso, os resultados da pesquisa, ao relatarem determinadas condições em que as iniciativas estudadas operam, também indicaram aspectos em que estas podem ter seus resultados potencializados, a partir da incorporação de mais princípios da cocriação de valor. / [en] Considering the increasingly interest of the business sector in projects and programs which seek to contribute to society s well-being, including actions of social marketing, this research s main objective was to identify, from the concerned parties perspective, specially the target audience, how the co-creation is approached (and manifested) in marketing social programs developed by enterprises in Brazil. Therefore, a multi-case study was developed, which had, as its objects of study, three initiatives from a private Brazilian company that operates in the convenience goods sector, in partnership with other organizations. All of the studied initiative show aspects that characterized them as social marketing actions and embraced a few different aspects of interest from society, among which were: segregation of solid residues, cardiovascular care and children s hygiene habits, especially through adequate hand washing. Methods for data collection include forty face to face, phone and e-mail interviews as well as observation procedures and research of many files and documents provided by a few of the respondents. The data analyses was qualitative, following preestablished trends, taking the literature review as a starting point. The results from the research pointed out that the studied initiatives were developed based on several elements of co-creation of value, specially the project aimed at adequate hand hygiene. Regarding the discovery, design and delivery of value processes specifically, it is noticeable that in the initiatives studied, value co-creation elements are predominantly in the delivery step, and the design discovery processes seem to have occurred only under the responsibility of the organizations involved, with no evidence to suggest the participation of the audience. It was identified that the most obvious approach of the studied initiatives is the downstream, more focused on individual behavior change. This work contributes to fill a gap in respect of social marketing literature and co-creation of value, especially in relation to the study of actions developed by the private sector. In addition, the research s results, when reporting certain conditions under which the studied initiatives operate, also indicated room for improvement in their results if more principles of co-creation of value were to be implemented.

This diploma thesis deals with the impact of influencers on their users among the age group of 30-89 years old, describes the field of influencing and its associated areas. It explains the engagement of these influential people in influencer marketing, describes advertising, collaboration, persuasion and influencing within social media platforms. The most used social networks used by influencers (Instagram, Facebook, TikTok, YouTube) are presented as well, including the news that these networks have introduced over the last few years. The most powerful influencers in the Czech Republic are mentioned too, including their online and offline activities. Furthermore, the research types, which were used for this thesis, are theoretically defined and the used methodology is also described. The main parts of the diploma thesis are the summary results of the questionnaire survey of 120 respondents and in- depth interviews with 30 of them. The aim of the research was to find out the extent and character of the impact of influencers on the age group of 30-89 years old and to learn more information and opinions that will help for a better understanding of this phenomenon across the older age groups. In both surveys, the research sample is evenly and proportionally distributed among the age groups in order to...

Background: Partnerships between brands and social media influencers are becoming more and more common. This co-branding effort presents many benefits for both parties, thus making it a win-win situation. Understanding the motivations behind co-branded product launches, the nature of the partnership, as well as the risks and involved is important to achieve a successful outcome.   Research questions   RQ1: What is the managerial motivation behind a co-branding partnership?  RQ2: What does the level of integration into the co-branded partnership look like?  RQ3: What risks need to be considered when collaborating with influencers?   Purpose: The overall purpose of this study is to understand from a managerial point of view the overall effort put in co-branded product launches between human brands and companies. Three concepts will be considered: the motivations, the forms of partnership integration, and finally potential risks that may arise. Methodology: To fulfill the study’s research purpose, a qualitative study has been carried out. Prior studies have been reviewed, and semi-structured interviews have been conducted to generate primary data. This study consequently adopts an interpretative approach that embraces an inductive reasoning, while it at the same time combines some elements from the deductive approach in order to investigate the phenomenon of co-branding that is at the center of this research. Conclusion: The study interprets from a managerial point of view the various aspects of co-branded partnerships with human brands. The collected data imply three forms of integration in co-branded partnerships. These are namely influenced by factors such as the resources of the brands, their motives, and the duration of the partnership. In addition, the degree of compatibility in terms of brand values seems to affect the success of this partnership, in the same way as fundamental differences also create risks internally and externally.

El turismo en la actualidad es un fenómeno mundial, del cual la mayor parte de países se valen para ofrecer sus atractivos turísticos, produciendo progreso y mejora en los mismos. Sin embargo, por efecto de problemas de contaminación ambiental producida por los mismos turistas o comunidad en general, afectan el desarrollo sostenible de estos, produciendo disminución en su economía y desarrollo. Es por ello que el investigador plantea como objetivo general elaborar estrategias de marketing social para promover el desarrollo de turismo sostenible en la playa Pimentel. El tipo de investigacion es mixta, conformada por la aplicación de encuestas dirigida a personas que visitaron en algún momento playa Pimentel, empleando redes sociales como canal de recolección, también se realizó una entrevista a una autoridad local. El tipo de muestra fue probabilístico. Uno de los resultados más relevantes de esta investigación fue que los turistas consideran que playa Pimentel tiene potencial como atractivo turistico, sin embargo uno de los aspectos de mayor importancia que tiene que mejorar, es su gestión de residuos sólidos y una de las consecuencias será mayor atracción turística.