Выпускная квалификационная работа посвящена особенностям продвижения НКО в социальных медиа. Проанализированы технологии продвижения, выделены наиболее эффективные из них с учетом специфики деятельности НКО. В заключении сформулированы рекомендации по формированию стратегии продвижения. / The final qualifying work is devoted to the peculiarities of promoting NGOs in social media. The technologies of promotion are analyzed; the most effective of them are highlighted, taking into account the specifics of the activities of NGOs. In the conclusion, recommendations are formulated for the formation of a promotion strategy. NGOs, promotion technologies, social media, social networks, promotion strategies, social marketing.

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Denna studie är en fallstudie av Equmeniakyrkans kampanj Klimatfastan, där de under 40 dagar uppmanade medarbetare och medlemmar att se över sitt klimatavtryck och göra beteendeförändringar utifrån detta. Tidigare forskning visar att religiösa miljöaktioner skiljer sig från sekulära miljöaktioner gällande metoder, fokus och budskap. Studien ämnaratt undersöka hur Klimatfastan genomfördes, vilka effekter kampanjen hade påmedlemmars miljömedvetna beteende samt vilka svårigheter och framgångsfaktorer som kunde identifieras. För attkunna dra slutsatser utifrån ett bredare perspektiv, undersöktes den nationella organisationen och en lokal församling i Equmeniakyrkan. Materialet som användes för att besvara studiens frågeställningar bestod av tre intervjuer med Equmeniakyrkans personal, en enkät riktad till en lokal församling och ett internt dokument. Resultatet visar att Equmeniakyrkansanvändning av resurser förstärktes genom användning av vad Bomberg och Hague (2018) definierar som andliga resursergenom hela processen. Detta identifierades som en framgångsfaktor för kampanjen. En skillnad mellan den nationella organisationen och den lokala församlingen var möjligheten att förutse och hantera hinder för medlemmarnas deltagande i kampanjen. / This is acase study that examines the UnitingChurch in Sweden ́s (UCS) campaign “Klimatfastan” (Climate Fasting), during which members were encouraged to examine their carbon footprints and make lifestyle changes accordingly for40 days. Previous research shows that religious environmental groups differ from secular groups when it comes to methods, focus areas and messages. The aim of this study was to examine how the Climate Fastingwas implemented, which effects the campaign had on members’ pro-environmental behaviour,and which strengths and weaknesses the campaign had. To be able to draw conclusions based on a wider perspective, the campaign was examined through the lens of the national organisation and a local congregation. The material used to answer the study’s research questions consisted of three interviews with staff at UCS, a survey answered bymembers of a local congregation,and an internal document. The results show that UCS ́s use of resources was enhanced by the use of what Bomberg and Hague (2018) define asspiritual resourcesthroughout the campaign. This was identified as a strength. A difference between the national organisation and the local congregation was the ability to identify and counteract barriers for members’ participation in the campaign.

Thesis (MBA)--Stellenbosch University, 2015. / ENGLISH ABSTRACT: Lungisisa Indlela Village is a non-profit organisation in KwaZulu-Natal, South Africa. It provides holistic residential care for orphaned and vulnerable children in order to “rescue a child, restore a life, raise a leader and release a star”. The village can house 1 000 orphans and the model used is long-term cluster foster care where the children will get a sense of belonging in a homely environment, modelling an African village lifestyle. The houses are built in clusters, each with eight homes surrounding a communal play area. Each home has a fully-trained house mother who may bring two biological children, and will be given up to six children through the Department of Social Welfare. Within a family environment, they will receive unconditional love, spiritual discipleship, care and nurturing. The Lungisisa Indlela Village School is a registered independent school which comprises a play-school, pre-school, primary school and secondary school. Lungisisa Indlela Village is assisting others who have the same vision to build villages in Pretoria, Benoni, Kimberley, Grahamstown, East London and George. The vision of Lungisisa Indlela Village is to build thousands of villages across Africa in order to turn one of the continent’s biggest problems into the solution. The research focus is on the discipline of social marketing. More specifically, how Lungisisa Indlela Village makes use of the principles of social marketing in order to gain support from the community, government, corporate organisations and churches. A case study approach was followed, whereby literature and in-depth interviews were used to compare Lungisisa Indlela Village’s current marketing activities to best practice social marketing principles. The aim of the research was not only to assist Lungisisa Indlela Village with their expansion, but also to assist other orphanages and cause-related marketing organisations in putting together a marketing plan to drive the desired behaviour in both South Africa and the rest of Africa (in countries facing similar challenges). The study, even though aimed at how Lungisisa Indlela Village compares to best practice social marketing principles, revealed that there are many other business and strategic issues to consider. These issues, however, inform how the marketing plan is executed. Leadership, governance, relationship with government and marketing the Lungisisa Indlela Village brand and solution are very important questions, issues and initiatives that need to be addressed before further expansion takes place. The author would like to encourage the reader to watch the following video: www.youtube.com/watch?v=OSnujMEumrc, before reading the rest of this paper.

社會企業以企業營運方式解決某種社會問題、提升社會利益，跨越第二部門與第三部門，是一個新興的組織型態。農業、土地、食物安全逐漸成為大家關注的議題，公民意識提高、社區參與性增強，越來越多人關切這些議題的，因社會企業所販賣的不僅是商品，更是其組織的理念與願景，農業社會企業不只需要在地農友的夥伴關係，亦仰賴消費者的購買支持，希望標的對象能以行動落實改變，這樣的意涵及是社會行銷推廣的範疇，因此結合社會企業與社會行銷以上下游新聞市集為個案進行討論。 本研究以「上下游新聞市集」為研究個案，輔以深度訪談法分析，以社會行銷觀點及消費者端的想法，了解農業社會企業發展，其實務的運作及所面臨的問題或挑戰，並進一步討論如何因應上述問題。上下游新聞市集是臺灣第一個食物與農業為主的專業新聞媒體，主要關注議題在於農業、土地及食品安全，成立於2011年，由兩個獨立部門組成，一為「新聞」：發表食物、耕作、農地保存、食農教育、綠色節能生活等專題報導、文章或新聞，強調獨立客觀的報導，不做廣告文及商業文；二為「市集」：建立便利的銷售通路及平台，除了向農友購買農作，也協助開發新產品、拓展市場，讓用心栽作、使用友善耕作的農友，有固定的收入來源，能夠安心種植，以不傷害土地的方式為消費者生產。 經過文獻探討及研究分析，本研究發現農業社會企業若要能有效行銷及推廣，應：一、使消費者認知步調漸趨一致，應先公告專業名詞或技術檢驗程序等，避免產生誤會或讓消費者質疑，亦增加社會大眾的認識；二、社會企業應制度化，制度化是企業成長的必經的過程，包含訂定目標、員工行為規範、激勵制度、決策過程擴大參與等；三、維持品牌及口碑提升信任感，以專業客觀、小心自律、品質把關的精神，讓農友專注生產，消費者願意購買，也讓社會更加關心這議題，堆疊信任感。 / Social enterprise is a new approach which combines social purpose, business operation and entrepreneurial spirits, aims to deliver public benefits and create an inclusive society. By the development of citizenship, civic engagement and environmental conscious, more and more people concern much about agriculture, land and food issue. Social enterprises sell not only products, but also their goals for public goods. Agricultural social enterprises have strong partnerships with farmers, as well as they need support from customers, they have to market their target groups. What mentioned above is corresponding to the principle of social marketing. Therefore, this study tries to figure out the development of agricultural social enterprise about what challenges they comforted and how to react by the viewpoint of social marketing. The study took “News & Market” as the research case, chose in-depth interview as the methodology and feedback the opinions from customers to social enterprise. “News & Market” was established in 2011, focusing on agriculture, land and food issue, and the organization is divided as two parts: one is “news”, another is “market”. “News” reports any kind of articles related to agriculture, land and food; while “market” is a platform selling farmers’ product and assisting them progress their manufactures. “News & Market” is the first and only social enterprise positioning as independent media in Taiwan. The study discover that agricultural social enterprise have to market and promote in following three advices: (1) Make customers know exactly regarding to the special and technical terms, giving the detailed description in advance, from preventing the misunderstanding. (2) Due to the social enterprise is expanding and proceeding, it should be arranged properly and make it systematized to keep up with the change. (3) Let not only customers but also the society more get involved in agriculture, land and food issue. Build the brand trust, share the thoughts and raise the awareness by keeping high-standard quality and making efforts pursuing the original goal.

「社會行銷」概念與技術於1971年由學者Kotler & Zaltman提出，為首次行銷概念技術擴大應用至非營利部門在社會公益上的研究。行銷學者Kotler認為，社會行銷可擴大應用至社會各領域的公益推廣，包含公部門。由是，本研究基於擴大化應用的精神，以我國環保機關推動之「不燒紙錢宣導政策」為個案，探究行銷概念擴大化後，公部門在行銷理論基礎上，即交換理論在公私部門差異上導致社會行銷分析公部門個案時產生哪些差異？以及社會行銷擴大應用至公部門，在理論基礎上有哪些問題？同時以社會行銷概念及技術對個案進行分析。 因此，本研究在研究方法上，以個案研究的方式，先進行社會行銷及交換理論在公私部門差異的文獻基礎進行一回顧與整理，再依研究目的與問題針對理論基礎設計深度訪談的問題，依目的性抽樣原則尋找最能符合本研究目的之訪談者進行深度訪談，共十一位。訪談完成即整理逐字稿以進行後續分析。 經本研究分析，在理論面及實務面均提出研究貢獻與建議： 一、理論面： （一）社會行銷因為公私部門在本質上存有差異，導致源自於私部門的行銷理論基礎─交換理論，用於分析公部門社會行銷政策時，在各社會行銷步驟中均產生差異。 （二）交換理論自利假定在公私部門中產生差異，因此有關法律強制力、公民及消費者、自願交換關係及通路概念在未來社會行銷擴大應用至公部門時，有理論適用上的問題。 二、實務面： （一）「不燒紙錢宣導政策」經社會行銷八步驟分析，屬於同社會行銷概念及技術的行銷個案，但因其為公部門推動者，故在細部特徵上有公私部門假定上、本質上的差異。 （二）「不燒紙錢宣導政策」的推動，雖滿足公共利益的需求，但執行過程中直接法源不明確、推動組織鬆散、忽略利害關係人權益為實務需加強之處。 / The very concept of “Social Marketing”, first introduced by Philip Kotler and Gerald Zaltman, is used to apply marketing techniques to the area of nonprofit organizations to promote public interest. In Kotler’s mind, marketing techniques can be applied to both public and private sectors. However, whether this application adequate is needed to be answered. In this thesis, author uses a case named “campaigning the policy against burning golden papers in worship” implemented by the R.O.C government as an example to examine the adequacy of the “Exchange Theory” behind the concept of social marketing to understand marketing cases in the public sector. In order to find the conceptual problems through case study, author first adopts the eight stages of social marketing to describe the case throughout. Then, author design several interview problems to ask various actors who related to the case. Finally, author combines theoretical arguments, case details, and qualitative data from in-depth interview to analyze the adequacy of applying exchange theory in public sector through social marketing. Several findings are presented as follows. First, many differences were found in all the eight stage of social marketing. These differences illustrate many possible inadequacies of applying marketing techniques, supported by exchange theory, to public sector. Second, based on the above differences founded, the intention of broadening the concept of marketing to non-profit organizations should take them into considerations. Especially, the strategic marketing scheme, such as 4Ps, should be reevaluated according to the findings. Thirdly, practically speaking, there are supporting factors to make a marketing campaign successful in public sector: ambiguities in regulation, lack of solid implementation organization, and the missing of stakeholders opinion collection and interest-protection activities in the process.

Socialinių reklamų organizavimo, ją sudarančių priemonių ir veiksmų ištyrimo Lietuvoje problema moksliškai yra nepakankamai atskleidžiama, o pats socialinių reklamų kūrimas ir publikavimas neretai užima antrinį vaidmenį reklamų rinkoje Lietuvoje. Socialinių reklamų priemonių ir veiksmų Lietuvoje išskyrimas ir socialinių reklamų priemonių ir veiksmų rinkinių taikomumo Lietuvos rinkoje įvertinimas yra aktualus uždavinys, kurio rezultatai gali padėti spręsti socialinių reklamų organizavimo Lietuvoje problemas. Darbo objektas – socialinės reklamos priemonės ir veiksmai. Pagrindinis darbo tikslas – nustatyti socialinių reklamų, skirtų jaunimui, raišką Lietuvoje, išryškinant priemonių ir veiksmų rinkinius jose. Tikslas siekiamas aprašant reklamos ir socialinės reklamos santykį raidos požiūriu, išskiriant socialinės reklamos vietą socialinėje propagandoje ir socialinėje rinkodaroje, parengiant teorinį socialinės reklamos priemonių ir veiksmų modelį, apžvelgus jau atliktus tyrimus socialinės reklamos srityje, parengiant socialinių reklamų jaunimui raiškos Lietuvoje tyrimo dizainą bei apibendrinant socialinių reklamų jaunimui Lietuvoje vyraujančius socialinių reklamų priemonių ir veiksmų rinkinius. Teoriniu aspektu atlikta įvairių autorių socialinės reklamos socialinės rinkodaros ir socialinės propagandos sampratų interpretacijų analizė, leidusi išskirti šių sampratų apibūdinimo ribotumus bei suformuluoti apibendrintus minėtųjų sąvokų apibrėžimus; išskirti socialinės reklamos... [toliau žr. visą tekstą] / Organization of social advertisement, examination of problem of its component devices and actions in Lithuania is lack of scientific disclosure, and the development and publication of social advertisement often takes a secondary role in the Lithuanian advertising market. Thus isolation of devices and actions of Lituanian social advertisement, and the assessment of applicability of the set of social advertisement devices and actions in Lithuanian market is relevant to the task, the results of which can contribute to addressing the problems of social advertisement organization in Lithuanian. Object of MBA Graduation paper – the devices and actions of social advertisement. The main objective of this MBA Graduation paper is to establish the expression of social advertisement for youth in Lithuanian by highlighting the set of devices and actions in social advertisements. The purpose is going after by describing the evolution of advertisement and social advertisement, by establishing the place of social advertisement in social propaganda and social marketing, by formulating the theoretical model of devices and actions of social advertisement, according to the review of the past research in the area of social advertisement, by formulating the design of research of expression of social advertisement for youth in Lithuania and by giving the conclusions of the set of social advertisement devices and actions that mainstream in social advertisements for youth in Lithuania. In the... [to full text]

The thesis presents rich empirical analysis of the role of public relations in facilitating participation in social change in the Arab Gulf. The focus is on what public communication approaches are used and how they are regarded from the perspectives of the key social actors. It presents an historical and sociological background of public communication and media in the Arab Gulf. Moreover, it provides in-depth analysis of two empirical case studies in the Arab Gulf: Ghiras, the national drugs prevention programme in Kuwait, and Be Free, the voluntary anti-child abuse programme in Bahrain. This thesis relates the practice of public communication in the Arab Gulf society to Arabic culture and ethics. The thesis uses a qualitative constructivist paradigm to “re-construct” the multiple realities initially constructed by social actors in the cases to provide original insights on the role of public communication and public relations in social change in the Arab Gulf. It presents a new perspective of 'social change' in the two cases that is tied to Islamic ethics. Besides, it re-constructs original Arabic-oriented understanding of 'relational' and 'persuasion' approaches, which differs from the Western paradigm. One of the key contributions of the thesis is its adaptation of relevant Western communication models to the empirical Arab Gulf cases to identify some of the crucial factors of the practice and role of public communication in the Arab Gulf. The unique contribution of this thesis is that it develops a greater understanding of alternative cultural context that might contribute to the adaptations of existing theory and therefore a first step towards new models. It introduces a theoretical framework for other scholars to develop an Arabic public communication ethics theory and to build up a cultural model of the practice of public communication and public relations in the Arab Gulf. The thesis generates key theoretical implications that contribute to the theoretical discussion on the value and role of media, public relations, social marketing, and public communication in the Arab Gulf society at the age of globalisation.

A tecnologia da informação e comunicação é um fator importante no desenvolvimento futuro da indústria de serviços financeiros, com especial atenção ao setor bancário. A maioria dos bancos utiliza a Internet como um canal estratégico de distribuição onde seus serviços e produtos possuem uma relação muito próxima com o conceito mais amplo possível de marketing, aquele que descreve plenamente um ambiente e um nicho de negócio e onde o desenvolvimento e evolução deste canal associa-se diretamente a própria evolução do marketing em si. O tema central deste trabalho é apresentar uma revisão bibliográfica sobre o canal Internet Banking analisando as principais questões e desafios referentes às fraudes eletrônicas e suas ameaças, além de descrever o impacto das mídias sociais que estão ocasionando dentro das corporações. Realiza-se também um paralelo de como os serviços e produtos bancários acompanharam de perto a evolução do marketing e como, hoje, neste momento de transição de um paradigma econômico para outro, estes dois modelos se relacionam em um ponto específico: a tendência das fraudes no ambiente de Internet Banking e sua evolução para o Social Banking. Analisam-se também quais caminhos serão abertos dentro do novo paradigma de economia e marketing sociais para este tipo de ocorrência. Para atenuar de forma eficaz o risco de fraude, é importante implementar um amplo programa decisório para prevenção, que se estenda além de um conjunto de controles internos sofisticados em todos os níveis e divisões de uma organização. Finalmente, a conclusão e perspectivas futuras da evolução do Internet Banking para o Social Banking com uma análise da evolução das ameaças e fraudes eletrônicas neste novo canal. / Information technology and communication is an important factor in the future development of the financial services industry, with particular attention to the banking sector. Most banks use the Internet as a strategic distribution channel where its services and products have a very close relationship with the broader concept of marketing, one that fully describes an environment and a niche business and where the development and evolution of this channel is directly associated with the evolution of the marketing itself. The central theme of this work is to present a literature review on the Internet Banking channel analyzing key issues and challenges related to electronic fraud and threats, and describes the impact of social media is causing in corporations. Additionally to the threats on the Internet Banking, this work brings an analyze of how the banking products and services are closely followed by the marketing evolution and how at this moment of transition from a economic perspective to another, these two business models are co-related to a specific aspect: The future and trends of the electronic fraud on the Internet Banking towards the evolution to the Social Banking. It also analyzes which paths will also open within the new paradigm of economics and social marketing for this type of occurrence. To effectively mitigate the risk of fraud, it is important to implement a comprehensive decision-making prevention program that extends beyond a sophisticated set of internal controls at all levels and divisions of an organization. Finally, the conclusion and future prospects of the development of Internet Banking for Social Banking with an analysis of the evolution of electronic fraud and threats in this new channel.

Context: There are two ways that digital media may influence alcohol use. The first is commercial alcohol marketing. The second is user-created alcohol promotion, defined as content distributed through new media that promotes consumption, but independent of commercial marketing. This thesis explores how both types of content promote alcohol, what association there is between exposure and alcohol-related attitudes and behaviour, and the differences between marketing and user-created promotion. Method: A mixed method design was employed, divided into two studies. The first was a content analysis of the design features, topical references, and messages suggested about alcohol in digital marketing and user-created promotion on Facebook, Twitter, and YouTube. The second was a cross-sectional survey with young adults (n = 405). This measured awareness of, and participation with, digital marketing and user-created promotion, and the association with consumption, higher-risk drinking, brand recall, expectancies, and drinking motives. Results: The content analysis found that digital marketing had personalised designs which contained subtle and positive messages about consumption, whereas user-created promotion had simpler designs, displayed little ethical practice, and contained overt messages about higher-risk drinking. The cross-sectional survey found that young adults were aware of, and participating with, both digital marketing and user-created promotion, with exposure greater for the latter. Exposure to both types of content was positively associated with alcohol use, higher-risk consumption, and drinking intentions. User-created promotion had a stronger association with all outcomes than marketing. The association between exposure and consumption, for both types of content, was mediated through drinking motives and expectancies. Conclusion: Young adults are aware of, and participating with, a range of digital marketing and user-created promotion. That such exposure is associated with alcohol-related attitudes and behaviour highlights the potential of new media to influence alcohol consumption. Further research is required to better understand young people’s experience with digital media and the challenges of addressing online health risk messages.