Szczegóły publikacji
Opis bibliograficzny
Social marketing projects in brand activities : case study / Beata TARCZYDŁO // Scientific Papers of Silesian University of Technology [Dokument elektroniczny]. — Czasopismo elektroniczne ; ISSN 2720-751X. Organization & Management ; ISSN 2720-751X. — 2025 — no. 230, s. 567-585. — Wymagania systemowe: Adobe Reader. — Bibliogr. s. 580-585, Abstr.
Autor
Słowa kluczowe
Dane bibliometryczne
| ID BaDAP | 164000 |
|---|---|
| Data dodania do BaDAP | 2025-11-14 |
| Tekst źródłowy | URL |
| DOI | 10.29119/1641-3466.2025.230.32 |
| Rok publikacji | 2025 |
| Typ publikacji | artykuł w czasopiśmie |
| Otwarty dostęp |  |
| Creative Commons | |
| Czasopismo/seria | Zeszyty Naukowe Politechniki Śląskiej = Scientific Journal of Silesian University of Technology, Organizacja i Zarządzanie = Organization & Management |
Abstract
Purpose: To present social marketing projects based on the example of the Dove brand (as a result of an analysis of available studies and own research), their characteristics, generated impacts, and multifaceted benefits for people, the brand, and the planet as a whole. Methodology: Analysis of secondary sources of information, a case study of a selected global brand from the cosmetics sector, participant observation of selected activities and their impact. Results: Expanded knowledge of social marketing projects, their types, methodologies of their design and effective implementation, and the social, economic, and environmental results generated. The spectrum of the social marketing projects of the Dove brand and the key ways in which it affects women (strategic target segment), especially on young girls. Research limitations: The article is based on a literature review and a case study of a global brand in the cosmetics sector. Further research on other brands and surveys of women to learn their opinions on social branding initiatives are planned. Practical implications: The implementation – with the involvement of representatives of Dove’s strategic target group, i.e. women – of various social marketing projects (and with the engagement of other stakeholders) fosters greater awareness of issues: the negative impact of content disseminated on social media on young girls; lower self-esteem of Polish women compared to other nationalities; or the importance of supporting diversity and inclusivity. Social implications: Research shows that social marketing projects do impact customer behaviours, their experiences, attitudes, engagement, changes in the ways of buying and using products, marketer practices, and – consequently – the entire society and natural environment. They also lead to solving important social and psychological problems with the involvement of a sustainable brand. Value: Considering the approach presented in the article, this is the first study of its kind (at least on the Polish market) concerning the implementation by a selected brand from the cosmetics sector of increasingly inspiring social marketing projects that perfectly fit its higher goal, along with a discussion of their actual impact and the resulting practical implications (social, economic, environmental, management-related) and the development of recommendations for marketers.
