Szczegóły publikacji
Opis bibliograficzny
Social marketing campaigns carried out by brand : a case study / Beata TARCZYDŁO // W: IMES 2019 [Dokument elektroniczny] : Innovation Management, Entrepreneurship and Sustainability : proceedings of the 7th international conference : May 30–31, 2019, Prague / eds. Ondřej Dvouletý, Martin Lukeš, Jan Mísař. — Wersja do Windows. — Dane tekstowe. — Praha : Vysoká škola ekonomická v Praze, Nakladatelství Oeconomica, cop. 2019. — e-ISBN: 978-80-245-2316-3. — S. 934–946. — Wymagania systemowe: Adobe Reader. — Tryb dostępu: https://imes.vse.cz/wp-content/uploads/2019/07/Conference_Pro... [2019-07-18]. — Bibliogr. s. 944–946, Abstr.
Autor
Słowa kluczowe
Dane bibliometryczne
| ID BaDAP | 123092 |
|---|---|
| Data dodania do BaDAP | 2019-07-26 |
| Rok publikacji | 2019 |
| Typ publikacji | materiały konferencyjne (aut.) |
| Otwarty dostęp |  |
Abstract
Purpose: The article was motivated by the question about the role of branded social marketing campaigns in management practice? The purpose of the qualitative research was to obtain information on whether and what social marketing campaigns are conducted under the Ikea brand and what results they bring. Design/methodology/approach: Literature studies, meta-analysis of available online sources, and own qualitative studies using case study, participant observation, and online content analysis were carried out. Information search focused on the following problem areas: What social marketing campaigns are conducted under the Ikea brand? What issues do they concern? Who carries them out, for whom, with whom? What activities are involved? What are their results? Findings: The discussion and qualitative research confirmed that the brand's social marketing campaigns are an important management tool in the age of sustainability practices. The article presents Ikea's social marketing campaigns: "Familiarised", "The Room", "Next-Door Neighbours", "Playing is serious business", and "Ikea at COP24". Branded social marketing campaigns bring multiple benefits to all stakeholders. Research/practical implications: The analysed social marketing campaigns conducted by Ikea concern important issues: social issues, the problem of domestic violence, creating opportunities for spending time in a constructive way, caring about children's right to develop, also through playing which educates, lets them grow, and brings happiness, plus environmental issues and those related to sustainable management and activities. Originality/value: The conducted literature and empirical studies contribute to expanding knowledge and practical skills in the area of sustainability. Branded social marketing campaigns increase the effectiveness of personified brand management. The need to use them is determined by current market conditions and new management paradigms. The discussed examples may constitute a model for other marketers.
