Development 'Get Angry' Campaign: Insights from Social Representation
| Autor: | Gianluigi Pimentel-Varas, Claudia Montero-Liberona |
|---|---|
| Rok vydání: | 2021 |
| Předmět: |
education.field_of_study
business.industry media_common.quotation_subject Population Psychological intervention 020206 networking & telecommunications 02 engineering and technology Public relations Social issues Social marketing Work (electrical) Social representation Donation 0202 electrical engineering electronic engineering information engineering Institution 020201 artificial intelligence & image processing Sociology education business media_common |
| Zdroj: | Advances in Intelligent Systems and Computing ISBN: 9783030684174 ICITS (2) |
| DOI: | 10.1007/978-3-030-68418-1_26 |
| Popis: | This paper aims to document a case study of the development, implementation, and evaluation of the “Get Angry, Get Outrageous” Campaign, which promotes a social issue: money donation from the Chilean population to a national charitable institution. This campaign represents a case study that exemplifies how social marketing and social representation theory are combined. Based on the Total Process Planning Model (TPPM; Dooley, Jones & Desmarais, 2009), this research considered four phases: scoping, developing, implementing, and evaluating phases. Participants were examined twice: a) interviewed (n = 64) during the developing phase; and surveyed (n = 363) during the evaluating phase. Facebook and YouTube were included for the campaign. The most valuable finding was to prove how this approach was applied to a social marketing endeavor based on a social initiative such as charity. It is expected that this work provides readers new insights to create similar issues and campaigns in future interventions. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
|