Fafa, Kornilia

2022-07-25T06:41:15Z

https://repository.ihu.edu.gr//xmlui/handle/11544/30009

Social Marketing

Charity

Social Marketing campaigns and User Experience: A case study of Innocent Juice Company.

kfafa@ihu.edu.gr

en

http://creativecommons.org/licenses/by-nc/4.0

2022-06-08

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.

Tzafilkou, Katerina

Akritidis, D.

ihu