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.

Syfte: Studiens syfte är att undersöka hur ett friluftsföretag genom sin kommunikation kan skapa ett långvarigt och hållbart produktvärde för sina kunder, med avsikt att förlänga produktens livslängd. Studiens resultat kan förhoppningsvis bidra med information och kunskap till företag och branschorganisationer om hur man skapar eller kommunicerar långvarigt produktvärde. Studien har utgått från ett marknadskommunikation och- konsumtionsbeteende perspektiv. Metod: En kombinerad metod bestående av kvalitativa intervjuer och en kvantitativ kundundersökning har utförts för insamling av empiri. Intervjuguide och kundundersökning har utgått från fyra centrala begrepp, vilka var konsumtionsbeteende, kunskap kring hållbarhet, marknadskommunikation och produktvärde. Resultat: Studiens resultat visar vikten av att företaget känner sin kundgrupp och dess kunskapsnivå kring hållbarhetsfrågor. Därefter bör kommunikation anpassas och göras enkel att ta del av. För att motivera kunden till att vårda sina plagg bör kommunikation gällande klimatpåverkan, reparationsmöjligheter och enkla tips för tvätt och impregnering kommuniceras kontinuerligt. God service från företaget innefattande lång garanti är även en faktor som kan förlänga produktens livslängd. Relevans: Studien bidrar med relevanta utgångspunkter för hur kommunikation kan förlänga tiden ett plagg används av den primära kunden vilket i sin tur kan leda till minskad konsumtion. Enbart ett friluftsföretags kundgrupp har studerats, vilket öppnar upp för vidare forskning där jämförelser mellan två företag kan genomföras. I detta fall vore det önskvärt att jämföra företag som tydligt kommunicerar hållbarhetsfrågor med företag som ej gör det. I en sådan jämförelse kan eventuella likheter och skillnader i kundgruppernas konsumtionsbeteende identifieras. / Purpose: The purpose of the study is to examine how an outdoor company, through it's communication, can create a long lasting, durable and sustainable product value for its customers, with the intention of increasing the product life span. The result of the study can hopefully contribute with information and knowledge for companies and industry organizations on how to create or communicate a long lasting product value. The study has been based on a marketing communication and consumption behavior perspective.  Method: A mixed method of qualitative interviews and a quantitative survey was carried out for collection of data. The interviews and survey were contracted out of four key words, which were consumer behavior, sustainable knowledge, marketing communication and product value.  Findings and conclusion: The findings of the study shows the importance of the company knowing it's target audience and what level of sustainability knowledge they possess. Regarding this, the communication should be adjusted and easily available. To motivate the customer to care and repair their garments communication regarding climate impact, possibilities for repair and easy tips on washing and impregnation should be communicated continuously. Service in the form of a long guarantee is also of value when trying to increase the product life span.  Relevance: The study contributes relevant points on how communication can lengthen the user time of a garment by the primary customer, which can lead to a decrease in consumption. Only one outdoor company was studied, which opens up opportunities for further research where more companies could be studied. In this case it would be worthwhile to compare companies with a clear sustainable communication profile, to companies without one. This kind of comparison could show eventual similarities and differences in consumer behavior.

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Between 1971 and 1999, ParticipACTION, Canada’s Health Promotion agency, reached into Canadian homes, schools, and places of work to “educate, motivate, and mobilize” the public about the perceived need to become physically fit. This dissertation discusses how the agency employed a variety of professional marketing approaches to create compelling prescriptive literature concerning physical fitness to advance a nation-building agenda based in the state directive of individual accountability for the Canadian body. As a result of ParticipACTION's sustained and pervasive influence, Canadians not only remember this prolific brand, but its underlying messaging has become a part of how Canadians view physical fitness and citizenship. ParticipACTION was a project of healthism fostered in an environment of anxiety. The threat of the Cold War, the constructed menace of the Obesity Crisis, and the fear of Quebec Separatism were all used to bolster the message at this semi-public agency over its thirty years of national social marketing. How individual Canadians experienced ParticipACTION varied significantly based on their body type, socio-economic status, gender, language, ethnicity, and region. Through the use of Historical GIS mapping, oral interviews, and archival records, this dissertation offers a history from creation to closure of this national agency and its place in Canada’s social history.

本研究的目的是探討Kotler的社會行銷理論如何應用於非營利組織的管理。 「中華白絲帶協會」被選擇為案例研究的樣本。為了達成這一研究的目的，深度訪談和自行設計的結構式問卷被用來收集數據，並針對質量數據進行了分析，探討中華白絲帶協會社會行銷的本質。研究結果發現，Kotler的社會行銷策略成功適用於中華白絲帶協會，且這項研究的結果可以被視為其他網路安全與兒童健康相關非營利組織採用Kotler的社會行銷策略時的參考依據。 / The Purpose of this study was to explore how Kotler’s social marketing theory applies to the management of the non-profit organization. “Cyber Angel’s Pick” is selected as the sample for the case study. In order to fulfill the purpose of this study, in-depth interview and self-designed structured questionnaire were used to collect the data. Qualitative data were analyzed to explore the nature of social marketing of the Cyber Angel’s Pick. As the result of this study, Cyber Angel’s Pick has applied to the Kotler’s social marketing strategy successfully and the result of this study can be seen as a reference to the non-profit organizations relate to internet safety issues or children’s health when adopting the Kotler’s social marketing strategy.

The aim of this thesis is to identify and examine the factors influencing environmentally-significant consumption (ESC) by higher-income households (HIH) to provide theoretical and social marketing insights. Income is highly related to levels of energy consumption and associated environmental damage, but despite research documenting the links between income and energy use, there is a lack of enquiry into what shapes the ESC patterns of HIH and therefore how behavioural interventions might be best fashioned to reduce energy use. A postmodern approach to consumption that recognises the interplay between the psychological, the social and the cultural (a psycho-socio-cultural approach), indicates that ESC is not an automatic consequence of wealth but rather mediated through the way consumption practices are symbolically connected with the satisfaction of underlying needs, including the need for identity and other psychological orientations. These connections are not universal or static but socially and culturally contextual and influenced by many factors, particularly marketing. Social marketing, as marketing for social good, therefore has a critical role to play in altering these symbolic connections and therefore consumption behaviour. To design and market alternative lower energy consumption through social marketing interventions, an understanding of how environmentally-significant consumption is connected with modes of need satisfaction and psychological orientations is necessary. Additionally, an understanding of constraints to even higher levels of consumption is useful. This study provides initial research momentum, using a HIH sample from South Devon. Primary data from a quantitative questionnaire was supported in design by qualitative interviews. These provide descriptive and correlational results about what shapes the consumption of; leisure flights, large-engine cars and new durable products, as well as the role of environmentally-significant psychological orientations, specifically: values; materialism; environmental concern and identity. The research also provides a comparative analysis between a group of HIH who have participated in Global Action Plan’s EcoTeam programme, and the general sample of HIH.

Dissertation submitted in partial compliance with the requirements for Master‟s Degree of Technology: Marketing, Durban University of Technology, 2007. Thesis (M.Tech.: Marketing)-Dept. of Marketing, Durban University of Technology, 2007. xv, 205 leaves / Cause related marketing (CRM) is becoming a popular marketing strategy used by brand managers, retailers and service companies. It can be described as a marketing strategy that links charities or ‘causes’ with the sales of a product, brand or service. The charity is mentioned in promotional campaigns and a certain percentage is donated to the cause in accordance with unit sales or turnover. A study was conducted in the eThekweni region of Kwazulu Natal, South Africa to gather information on this issue. The study was a quantitative survey and data was collected by means of an interview process. The overall objective of this study was to gain an understanding of consumer behaviour towards companies using CRM in the greater eThekweni region. This objective was made up of three sub-objectives. The first subobjective was to identify whether eThwekeni consumers would switch brands to a company involved with CRM, if price and quality were equal. This was followed by subobjective two, which was to establish whether particular socio-demographic characteristics of consumers would be related to their evaluation of a CRM offer. Finally, sub-objective three was to establish whether those same socio-demographic characteristics would be related to the selection of specific causes. / M

Aim: The aim of this thesis is to analyse the influence of social media on fast fashion e-commerce multinational businesses and to identify the aims of Corporations using social media and why they adopt it as a marketing strategy to meet their long term objectives.   Methodology Approach:  This research study utilised a qualitative approach which comprises of primary and secondary data in order to conduct research and gather empirical evidence to evaluate the research aims and questions and to fill the gap that previous researches have not sufficiently covered. This thesis involved the use of a multiple case study by interviewing four international fast fashion companies based in Sweden, Stockholm. These companies are Bik Bok, River Island, Monki and Vero Moda. The researcher used a face to face interview method and telephone method. In total ten (10) interviews have been conducted.   Findings: The main finding of this research study is that the four e-commerce companies employed social media as a marketing strategy. Through thorough analysis it was found that Instagram was the most dominant of all social media platform. The use of social media marketing is vital for these fast fashion e-commerce businesses as they can have direct contact with their customers, attract new customers and to get to know their target market. These four companies opened an e-commerce business to offer product datasheet and to expand market for niche products. However, social media have also influenced few of these e-commerce businesses by the use of word of mouth.   Limitations: The limitation of this study is the lack of having the perspective of managers in the department of social media. The work could have been improved if the researcher was able to be in contact with those people in order to have a better validation of this research study. Moreover, there were inadequate resources or authors that have specifically covered the influenced of social media on fast fashion e-commerce firms and how they operate.  This could be seen as the research gap.   Suggestions For Further Research: As this research study only covers the influence of social media on fast fashion e-commerce businesses.Further study can be conducted on the perspective of fast fashion e-commerce customer’s perspective. Moreover, a bigger sampling of respondents can be collected rather than only collecting data from 2 or 3 people from each company. There might be a possibility if the chosen sampling  was bigger; the  researcher could have  had more  concrete  and solid research study.

Master of Science / Department of Landscape Architecture and Regional & Community Planning / Huston Gibson / Communities are currently faced with the issue of integrating sustainable practices into citizen lifestyles, a problem that can be addressed through behavior changes strategies. Higher education institutions can provide a testing ground for different behavior change strategies, specifically the Fogg Behavior Model (FBM) and its application to the social structures that are important in community-based social marketing (CBSM). This research proposes to examine FBM among Kansas State University faculty and staff as a viable CBSM approach for sustainable behavior change. A targeted behavior and trigger for the targeted behavior were selected. The trigger was implemented among select university departments with both pre- and post-experiment surveys distributed to assess trigger effectiveness and limiting factors to ability and motivation. The research showed an increase to the targeted behavior due to trigger implementation and described ability and motivation limiting factors within those select departments. With further investigation into these limiting factors and a widespread trigger effectiveness study, FBM could serve as an effective model that addresses social behavior change within a CBSM framework. FBM’s potential success in a university setting bodes well for its success in communities and a community-based social marketing approach to create sustainable behavior change.

Master of Science - Agricultural Education and Communication / Department of Communications and Agricultural Education / Lauri M. Baker / Kansas and Oklahoma were in the top five cattle producing states in the United States. Beef cattle producers across Kansas and Oklahoma had access to best management practices (BMPs) for proper grazing land management, but were still underutilizing these practices. This study sought to understand why producers did not adopt grazing BMPs suggested by Extension professionals and to identify opportunities to improve communication and adoption. Under the postulates of elaboration likelihood model (ELM), if BMPs were communicated to producers in a way that persuaded them to adopt BMPs, the resiliency of the entire beef cattle grazing system, would increase. This study was guided by community-based social marketing (CBSM) and elaboration likelihood model (ELM). Semi-structured qualitative interviews were conducted with 43 producers in north central Oklahoma and south central Kansas during the summer of 2015. Initial participants were recruited using a purposive sampling method through Extension contacts with a snowball sample after initial participants were identified. Interviews were transcribed by a professional transcription service and analyzed using Glaser’s constant comparative method. Producers in the study were aware of BMPs like rotational grazing, prescribed burning, and the usage of alternative forages. The major themes discovered in this study include Producers had varying definitions of both rotational grazing and cover crops; Producers used each other, Extension and university materials and personnel as information sources; Practices producers used were determined by visual observations and past experiences. Barriers and social constrains to the adoption of BMPs that were discovered included: water availability and quality, land leases, time and labor, land lords, generational gaps, and a lack of skilled employees. Producers saw the benefits of burning practices and rotational grazing. Another major theme was drought tested the resiliency of producer’s operations. This study offers several recommendations for Extension professionals and research. The way that Extension agents were communicating BMPs should be researched and analyzed. The implementation of CBSM and ELM by Extension professionals could increase the adoption of BMPs in grazing systems. A major implication of this study was the need for Extension to more openly communicate with producers rather than just exchange information.