The thesis deals with the healthy lifestyle of Czech university students. The main objectives are to map the healthy lifestyle of Czech university students, especially to find out whether they follow the principles of healthy lifestyle, to find out their knowledge concerning this issue, to find out if there are any obstacles to follow the healthy lifestyle and to find out whether they know any projects supporting health and healthy lifestyle. In the theoretical part of the thesis the basic terms are defined. There is also introduced the system of public health in the Czech Republic, occurrence of non-communicable diseases caused by unhealthy lifestyle and risk factors causing these diseases. Practical part maps the healthy lifestyle of Czech university students and fulfills stated objectives by using questionnaire survey and data mining.

The master thesis focuses on cause-related marketing (CRM) as one of the type of cooperation between NGOs and companies. Broader context of CRM is described in a theoretical part from the perspective of corporate environment as well as non-profit sector. One of the sections of the theoretical part is devoted to areas related to the success of CRM campaigns and this topic covers largely an empirical part of the thesis. There is a qualitative study based on a case study of a successful CRM campaign from the Czech Republic. The campaign was chosen by factors assuming the success of the CRM campaign which are described in the theory. First, the historical development of the campaign is described; the success of the campaign is investigated from the view of the NGO and the company afterwards. The empirical research is focuses on factors which could influence the success of the CRM campaign and how is the success perceived by representatives of the NGO and the company.

Is it more effective to evoke negative emotions in social advertisements than positive emotions? This study compared positive and negative message framing strategies in social marketing advertisements that aimed to encourage a reduction in meat consumption. This project explored how each strategy influences consumers' attitudes toward the recommended behaviour and investigated the role of emotional and attentional responses to each message framing strategy. The purpose of this research was to determine whether negatively framed messages are more effective than positively framed messages in influencing consumers' attitudes, emotions, and attention. The motivation of the study was to provide formative research for the design of social marketing interventions to effectively influence consumers' attitudes towards advertised causes with the use of message framing, and to advance theoretical understanding of how consumers respond to social marketing interventions. Furthermore, this research attempted to resolve differences between results obtained in previous framing research in the social marketing context. This study uniquely proposed the use of cutting-edge consumer neuroscience techniques to develop a clearer understanding of consumers' emotional and attentional responses to social marketing advertisements. The results were presented from a mixed-method approach, which combined quantitative and qualitative research methods. An experiment was conducted by using two social marketing print advertisements aimed at encouraging a reduction in meat consumption, by highlighting the impact of consuming meat products on animal welfare. Respondents involved in the experiment viewed an advertisement that was either positively framed or negatively framed. The research applied self-reporting methods, as well as consumer neuroscience methods, including facial coding, galvanic skin response (GSR), and eye-tracking, to explore the proposed research framework. The combination of these methods allowed the collection of data on attitudinal, emotional, and attentional responses. The results of this research demonstrated that negatively framed advertisements are more effective in changing consumers' attitudes towards reducing meat consumption than positively framed advertisements. Thus, messages aimed at encouraging a reduction in consumption should highlight the negative consequences of participating in certain behaviours. Neither emotion nor attention were found to mediate the relationship between message framing and attitude. However, positively framed advertisements elicit significantly higher levels of emotional valence; and negatively framed advertisements elicit significantly higher levels of disgust and attention. Social marketers should, therefore, leverage these feelings of disgust; and they should implement negative framing strategies to increase the attention paid to an advertisement. However, educational social marketing interventions should be considered, in combination with negative message framing, to effectively influence consumers' attitudes towards social issues. These findings have provided research for better developing message framing strategies for the communication of sustainable consumption. Furthermore, these strategies contributed to the existing social marketing literature by addressing the lack of information on marketing efforts aimed at reducing meat consumption. This research also filled important gaps in the literature regarding positive versus negative message framing strategies, and social marketing interventions can now be implemented with an increased understanding of how consumers respond to different message framing strategies.

No description available.

Energy consumption is one of the major contributors to greenhouse gas emissions and to climate change. Renewable energy sources are one way of mitigating the problem, but behavioral change and reductions in consumption are also required. In addition, little is known about how energy conservation behaviors are driven or hindered at workplaces, but it has been found in previous research that employee engagement is an important factor. Therefore, this study takes a mixed method approach utilizing the framework of Community-Based Social Marketing at a pharmaceutical manufacturing site in Sweden to investigate drivers and barriers to energy conservation, designing an intervention aiming at increasing employee engagement as well as changing behaviors, and evaluating the study using interviews, surveys and real time measurements. The findings of this study suggest that several factors act as barriers and drivers to energy conservation behaviors at work, e.g., interest, organizational culture, work processes and commitment from the company and management. The designed intervention, an inclusionary trans- disciplinary workshop, seems to have increased engagement and has preliminarily influenced pro-environmental behavior changes, as well as mitigated some barriers and strengthened some drivers.

Mitigating the negative environmental impact of plastics is an important part of achieving the Sustainable Development Goals. Despite plastics having great recycling potential, it is the waste fraction with the lowest recycling rate in Sweden (with 33% being recycled). Hence, efforts must be made to promote households' engagement in plastic recycling. Therefore, an informational campaign with the aim of increasing residents’ plastic recycling intentions was designed, using Community-Based Social Marketing. The campaign was made in collaboration with the real estate company Ikano Bostad, and was implemented in their residential area in Danderyd, Sweden. The campaign was running for 5 weeks and was designed and distributed as two posters, which addressed the context-specific barriers and enablers to plastic recycling among residents. To aid the design and evaluation of the campaign, the Theory of Planned Behaviour (TPB) was applied for a deeper understanding of the underlying constructs of plastic recycling intentions. To measure the campaign's effectiveness, two questionnaires (one pre-campaign and one post-campaign) were distributed to the residents, consisting of 294 individuals, to obtain quantitative data about their intentions towards plastic recycling. The results did not show any empirical support for the campaign's effectiveness in increasing residents’ plastic recycling intentions. However, this study contributes important insights and recommendations for increasing future campaign effectiveness, such as highlighting the importance of empowering and motivating individuals and the benefits of conducting a profound pre-study before designing the campaign.

No description available.

<p dir="ltr">In the dynamic landscape of digital platforms, which includes various e-commerce and online review platforms, reputation systems play a fascinating role in shaping consumer behavior and influencing market outcomes. Seller-level reputation badges and individual recognition interventions, such as status badges and exemplar reviews, serve as important tools for enhancing trust and guiding customer decisions. Despite the prevalent use of customer reviews and ratings, the additional value provided by these reputation mechanisms warrants comprehensive investigation. This dissertation delves into the multifaceted impacts of seller-level reputation badges and exemplar reviews on consumer behavior and platform performance through two distinct essays.</p><p dir="ltr">In the first essay, we utilize a distinctive panel dataset from Airbnb to estimate the comprehensive effects of the seller reputation badge on both individual sellers and the overall platform. This study diverges from existing research that predominantly examines the influence of product-level reputation badges on individual sellers. By employing a difference-in-differences methodology and an exogenously determined schedule of updating the Superhost badge status, we find a substantial positive impact of the Superhost badge system on the bookings for Airbnb sellers and the platform. Additionally, we employ counterfactual estimators to uncover evidence of temporal dynamics in the badge system's positive effects. Our findings from counterfactual estimators indicate that the influence of the Superhost badge intensifies considerably within the initial weeks following its implementation, after which it reaches a state of equilibrium. Moreover, our analysis suggests that the Superhost badge exerts a more significant positive effect on the bookings of properties managed by hosts with multiple listings than those with a single property. These observations underscore the significant value of instituting a seller reputation badge system, even for online platforms with customer review mechanisms.</p><p dir="ltr">In a related analysis, the second essay investigates the strategies employed by online review platforms, which often involve targeted interventions such as status badges and exemplar reviews, to enhance user contribution to the platform's review system. However, a minority of individuals receive these interventions, and limited research exists on how reviews written by such intervention recipients result in second-order effects on nonrecipients' contributions. In this study, we leverage a quasi-experimental framework on a leading Asian review platform to evaluate the impact of exemplar reviews on users' review-writing behavior. We utilize a combination of econometric methods and natural language processing techniques to show an increase in the quantity and quality of user contributions following exposure to exemplar reviews. We also observe that users adapt their writing styles in response to exemplar reviews. Importantly, the effect of an exemplar review is moderated by the user's review-writing experience. Specifically, our findings reveal that less experienced reviewers, as opposed to their more seasoned counterparts, tend to increase their review volume and length upon reading exemplar reviews. However, they need more progress regarding review readability and perceived helpfulness. Further investigation indicates that reviews by users exposed to exemplar content gradually exhibit increasing homogeneity over time in terms of length, sentiment, readability, and topic diversity, suggesting a self-herding behavior that has not been previously documented in the literature on user-generated content. These insights provide valuable practical implications for platform managers on effectively utilizing reward programs to enhance the sustainability of their review platforms.</p>

La presente investigación tuvo como objetivo general: analizar el mensaje de la campaña de publicidad: “La confianza nos queda bien” de Ésika. Asimismo, como objetivos específicos: determinar las características de las piezas publicitarias, explicar el propósito y los elementos de los talleres digitales de la campaña y, por último, identificar la percepción del público femenino respecto a la campaña. El estudio se realizó bajo la metodología cualitativa con enfoque hermenéutico y fenomenológico. Entre los resultados de los instrumentos aplicados, se destacó la importancia del mensaje en relación al empoderamiento femenino, a través de las piezas publicitarias que comunicaron con eficiencia dicha connotación. De igual manera, se evidenció la relevancia del propósito de la campaña en los talleres digitales, donde la marca estableció un vínculo de confianza con sus clientas y consolidó su compromiso social con las mujeres latinoamericanas. Finalmente, el discurso de la campaña generó repercusión y un sentido de identidad entre el público femenino. / The present research had as a general objective: to analyze the message of the advertising campaign: "Trust suits us well" by Ésika. Also, as specific objectives: determine the characteristics of the advertising pieces, explain the purpose and elements of the campaign's digital workshops and, finally, identify the perception of the female public regarding the campaign. The study was carried out under the qualitative methodology with a hermeneutic and phenomenological approach. Among the results of the applied instruments, the importance of the message in relation to female empowerment was highlighted, through the advertising pieces that efficiently communicated said connotation. Similarly, the relevance of the purpose of the campaign was evidenced in the digital workshops, where the brand established a bond of trust with its clients and consolidated its social commitment with Latin American women. Finally, the campaign speech generated repercussions and a sense of identity among the female audience.

America's growing concern about fatness during the twentieth century developed in parallel with a society that made it increasingly harder to live a healthy lifestyle. Since the 1970s, sweeping political, economic, cultural, and familial changes have occurred in the United States. Many researchers argue that these changes have created an "obesogenic" environment that has contributed to the increased prevalence of overweight and obesity in America by favoring inactivity and the over consumption of highly-processed, calorie-dense foods and beverages. As a result, the field of public health has increasingly begun to recognize obesity as a "societal disease." In 2001, The Surgeon General's Call to Action to Prevent and Decrease Overweight and Obesity categorized the number of overweight and obese Americans as reaching "nationwide epidemic proportions." Since that time, America has waged an all-out "war on obesity." Instead of a broader emphasis on health promotion, some public health researchers have suggested that this heightened focus on obesity is 1) guided by America's historically-rooted social disdain for fatness and 2) insufficient to improve the healthy lifestyles of Americans. In searching for a solution to the so-called "obesity epidemic," a growing number of researchers have begun to look to models of social change. After an introductory chapter describing the scope of the problem, this dissertation provides an historical analysis of two, relevant social change models. The first historical case study is an examination of the Centers for Disease Control and Prevention's VERB social marketing campaign. The second study explores the model of social movements through the history of the aerobics "boom" of 1970s America. Based on these histories, this dissertation concludes by proposing a blended approach that harnesses the strengths of both models to organize and advance America's healthy living movement. / text