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Wpływ reklamy społecznej na deklarowane zachowania odbiorców na przykładzie studentów Uniwersytetu Ekonomicznego w Krakowie
| Content Provider | Semantic Scholar |
|---|---|
| Author | Kudełko, Natalia |
| Copyright Year | 2019 |
| Abstract | Social marketing is becoming a more and more popular marketing trend. The article contains the most important information about social advertising and presents the results of the author's own research on the knowledge of the issue of social campaigns, as well as the impact of social advertising on their recipients. The main purpose of the article was to examine the impact of selected social advertising on declared changes in consumer behaviour. The following research methods were used: desk-research, questionnaire and methods of descriptive statistics and statistical inference. As results from the research, students have quite a superficial knowledge of social campaigns, and the presented social advertising did not significantly affect the declared behaviour of the respondents. The desirable attitudes and social behaviours should therefore be shaped by more intense forms of persuasion. In addition to social advertising, other social marketing instruments should also be used and various additional activities should be undertaken, e.g. educational ones. |
| Starting Page | 106–124 |
| Ending Page | 106–124 |
| Page Count | 9 |
| File Format | PDF HTM / HTML |
| DOI | 10.24917/20833296.152.8 |
| Volume Number | 15 |
| Alternate Webpage(s) | https://p-e.up.krakow.pl/article/download/5696/5312 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
