This thesis was written as part of the Msc E-Business and Digital
Marketing Program at the International Hellenic University by Kornilia
Fafa, under the supervision of Dr. Katerina Tzafilkou.
This research aims to explain what “Social Marketing” is, understand the
successful practices of the organizations that apply it, particularly
Innocent Drinks, but also identify the restrictions and obstacles these
companies may face.
More specifically, at the first part of this study, there are general
information about the term “social marketing”, the definitions that exist
and some ways that the specific marketing technique could be
implemented. Moving on, we examine a socially responsible company
“Innocent Drinks Inc.” that is based in the UK.
For our research we have implemented two different campaigns and
questionnaires and gathered replies from 30 participants for each
campaign. Qualitative analysis was conducted to measure
participant’s i) purchase intention ii)brand engagement iii)enjoyment
iv)attention v)boredom and vi)excitement. Following, thematic analysis
was applied to the gathered data from our sixty (60) questionnaires.
Our purpose was to prove that we had higher levels of positive
emotions on the social marketing campaign rather than the traditional
campaign. Brand engagement, enjoyment and purchase intention
were noticed to have positive effects on the participants while
watching the social marketing campaign, compared to the ones of
the traditional one. Whereas we could not prove any significant
difference for the perception of attention, boredom, and excitement.
Overall, this study provides some very useful information about social
marketing and the way that is perceived from our communities.
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