[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.

School feeding programs enhance the efficiency of the education system by improving enrollment, reducing dropouts and increasing perseverance. They also have the potential to reach the poor, directly making them an effective social safety net. In many low-resource countries, school feeding programs are designed to protect children from the effects of hunger. Unfortunately, the continuity of such programs is threatened by over-reliance on external funding. Given the patterns of withdrawal of external support, countries that rely on donor funds to implement such programs need to develop plans that will move them from external to localized support. It is well documented that programs that involve community members are self-sustaining. Regrettably, even though community members are involved in school feeding programs in Malawi, their participation is restricted to food storage and preparation and doesn't include decision making. Thus the transition plan for Malawi has to deliberately involve community members and influence them to take ownership of the school feeding programs. This dissertation explored the use of Social Marketing, a strategy for influencing behavior change that applies traditional marketing techniques to persuade a target audience to adopt, adapt, maintain or reject a behavior for the benefit of individuals, groups, or society as a whole to plan school food programs in Malawian primary schools. Using focus groups and individual interview techniques, I carried out a qualitative study at a primary school in Malawi where the community has initiated a school feeding program with the aim of understanding the barriers and benefits of supporting such an initiative from the community members' perspective. The results show that the cost of producing food, particularly the use of chemical fertilizer, is the main barrier whilst ensuring that all children regardless of social-economic status have access to a meal at school is the drive behind this initiative. The Social Marketing campaign therefore focuses on promoting the use of eco-san toilets whose output is humanure in this school community so as to minimize the cost of producing food to ensure sustainability of this initiative.

To identify key issues concerning the use of Swedish Radio’s podcasts as a vehicle for social marketing to promote integration, a thematic analysis was conducted on podcasts published by the Kurdish department of Swedish Radio (SR) during one week. From a total of 37 published podcasts which were analyzed during the chosen time frame, three central themes were identified: (a) crime and criminality, (b) incidents and events related to different municipalities and at state level in Sweden at the time, and (c) issues related to refugees and immigration in Sweden. Each of these central themes comprised sub-themes, which provided further insights into the type of topics the Kurdish department of SR discussed during the one-week time span. Data from this study suggests that although SR Kurdish has the means to be used as a social marketing tool to promote integration in Sweden, this potential is far from being fully utilized. / För att identifiera huvudproblematiken beträffande användandet av Sveriges Radio’s (SR) podcast som ett socialt verktyg för att stärka integrationen, utarbetades en tematisk analys över podcasts publicerade av den kurdiska avdelningen på SR under en vecka. Från totalt 37 publicerade podcasts, togs tre stycken teman fram: (a) brott och kriminalitet, (b) olyckor och incidenter relaterade till olika kommuner och på statlig nivå i Sverige, och (c) frågeställningar relaterade till flyktingar och immigration i Sverige. I varje centralt tema är det ett flertal underteman som ger en ökad insikt i vilken typ av ämnen den kurdiska avdelningen på SR diskuterade under den angivna tidsperioden. Utifrån denna studie kan det fastställas att även om den kurdiska avdelningen på SR användes som ett socialt verktyg för att stärka integrationen, är potentialen av detta långt ifrån fullt utnyttjad.

The purpose of the study was to investigate consumer attitudes towards a brand that in itscampaigns presents a social problem for attention. The study is based on theories in threemain areas, controversial marketing, brand loyalty and purchase behavior. Where brandloyalty is examined in two individual groups, attitudinal loyalty and behavioral loyalty. Threetheories were also used to gain an understanding of how the consumer is influenced, SocialIdentity Theory, Commitment Trust Theory and Interpersonal relationship Theory.Through a deductive approach, survey questions were created as the quantitative method,which were also later used in the study's focus groups, a qualitative method. The respondentsas well as the participants were between 18-60+ to be aware that they both have full controlover their purchasing behavior and have a sense of brand loyalty. The result showed thatsocial marketing is effective in gaining attention from consumers but also the risk that exists.As it can easily have a negative effect on the consumer's brand loyalty, which both affects thebuying behavior of the individual consumer but also people around through WoM. What typeof message and what values the brand has are important to the consumer and that it is of greatimportance that the marketing is adapted to its target group. Since the social marketing isinterpreted differently by individuals and with the right knowledge of its target group, themarketing can instead have a positive effect on its existing consumers.

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This case study sets out to gain an understanding of the complexities involved in promoting sustainable consumption by looking at Malmö Fairtrade City’s communication approach and the challenges it faces. Analyzing empirical data from in-depth interview and archival documentation, the results show that Malmö Fairtrade City uses a mix of multi-step and network approaches in its communication. Although its way of promoting Fairtrade consumption displays some features of social marketing, it is not yet an ideal premise for the approach unless it aims explicitly at changing behaviour. Despite having the municipality as a power and credible sender, it still has to overcome hurdles such as getting people interested in Fairtrade and operating with little resources. It is hoped that results from this study could provide insights for communities interested in becoming Fairtrade Cities and programmes that aim at promoting sustainable consumption. / Award-winning Master thesis for the academic year 2010-2011.

The purpose of this study is to address and understand how shock advertising can be used for the social marketing of non-profit organisations in Sweden. To better understand shock advertising in the Swedish context a case study of a campaign published by the Swedish non-profit organisation Talita, with the purpose of bringing attention and awareness to the problem of prostitution happening at younger ages in Sweden, is performed. The study uses reception analysis to gain insights to the contexts and ways the campaign was encoded as well as decoded by intended audiences.  The study begins with a content analysis of the material that provides information on how Talita and the communication agency responsible for the campaign encoded the information. After information on the context and encoding is analysed, three focus group interviews are performed with groups of teachers and parents of children aged 12–17 are presented. This is done to understand how they interpret and construct meaning from the campaign. The information from these interviews is thematized and analysed to be able to compare it with the organisation’s intended interpretations.  The result from this reception analysis showed that the shock advertising in this campaign was negotiated by the audience. The study even confirmed former research and found that elements of shock can lead to oppositional readings due to the audience feeling overwhelmed by the content and choosing therefore to do nothing or purposefully ignore advertisements. The case study was able to provide supporting evidence on media resistance and provide a contextual case example for how a specific Swedish audience of media consumers understand shock advertising in social marketing done by nonprofits.

Corporate social marketing (CSM) refers to "a means whereby a corporation supports the development and/or implementation of a behavior change campaign intended to improve public health, safety, the environment, or community well-being" (Kotler & Lee, 2005a, p.114). The examination of CSM by professional sport organizations (PSOs) is significant since these organizations have the potential to serve as a particularly meaningful vehicle for promoting socially beneficial ideas and behavior (Chalip, 2006; Kaufman & Wolff, 2010; Loakimidis, 2007; Smith & Westerbeek, 2007). Despite this, little investigation has been undertaken in this research area (Irwin, Irwin, Miller, Somes, & Richey, 2010; Sparvero, 2010). Furthermore, no comprehensive framework exists that explains the process of how CSM influences consumer voluntary behavior in general business disciplines (Du, Sen, & Bhattacharya, 2008). The purpose of this study was to address this gap and investigate the role of corporate credibility in understanding the process of how PSOs influence consumer voluntary behavior through their CSM initiatives. The current research focused on corporate credibility based on previous research findings indicating that the credibility of a message source greatly influences the persuasiveness of its communication (e.g., Hovland, Janis, & Kelley, 1953; Pornpitakpan, 2004). This study developed a theoretical model positing that consumers would formulate their perceptions regarding the credibility of a PSO on supporting environmental protection ("environmental credibility") based on: (1) characteristics of the organization, (2) characteristics of the CSM initiative, and (3) characteristics of the cause. Environmental credibility, in turn, was expected to influence consumer pro-environmental behavior measured by daily recycling involvement and recycling intentions during the PSO's home games. The model further proposed that value congruence would have mediating and moderating effects on the relationship between environmental credibility and pro-environmental behavior. To test this theoretical model, the study collected data from fans of two PSOs that currently operate environmental initiatives. Structural equation modeling (SEM) analysis was employed to analyze the data (n = 368) obtained through web-based questionnaires. The SEM results indicated that the following four of the eight hypothesized antecedents of environmental credibility had significant positive effects: general credibility, perceived effort, perceived impact, and cause importance. Furthermore, environmental credibility was found to positively influence the two recycling behaviors as expected. Contrary to the theoretical propositions, however, the results did not find support for the positive mediating and moderating effect of value congruence. Overall, the findings of this study contribute to the literature by highlighting the role of corporate credibility when PSOs engage in CSM initiatives. Moreover, this research, as well as future endeavors, helps PSOs become an effective vehicle for promoting socially beneficial behavior, which ideally can lead to positive social change. / Tourism and Sport

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.