scholarly journals CONCIENCIA E INVOLUCRAMIENTO DE LA SOCIEDAD MORELIANA RESPECTO DEL MARKETING SOCIAL EN ORGANIZACIONES NO LUCRATIVAS

2021 ◽  
Vol 33 (S1) ◽  
pp. 251-267
Author(s):  
Alejandra Berenice García-Torres ◽  
Alberto Cortés-Hernández
Keyword(s):  
Marketing Social

La mercadotecnia social en su dimensión no lucrativa, ha estado presente siempre en la historia de la humanidad. Las organizaciones no lucrativas, han sido afectadas en los últimos años, debido a la disminución de los recursos y al desconocimiento de ellas en su mayoría, por la sociedad en donde operan, en gran parte por la falta de estrategias de marketing. Estas organizaciones se plantean la satisfacción del consumidor/usuario y del donante, no sólo a corto plazo, sino también a largo plazo, y a la satisfacción individual de estas figuras le añade la búsqueda de la satisfacción colectiva o del bienestar de la sociedad en su conjunto. Hay diferentes tipos de organizaciones no lucrativas de: salud, políticas, religiosas, educativas, sociales, ecológicas, etc. Todas ellas se enfocan a tratar de ayudar a resolver y atender problemas en una sociedad y para su sobrevivencia, requieren de donativos, patrocinios y voluntarios. La responsabilidad social es un comportamiento colectivo y dentro de ese comportamiento colectivo, uno de los actores es la sociedad. El objetivo de esta investigación es conocer la conciencia que tiene la sociedad moreliana de estas organizaciones, y su involucramiento, para poder determinar las estrategias de marketing adecuadas para que se conozcan más este tipo de organizaciones, porque muy pocos conocen de su existencia y de su forma de operación, por lo tanto, poco participan en ellas; con la implementación de las estrategias de marketing, se puede lograr una mayor participación de la sociedad, ya que muchos están interesados en participar en sus diferentes formas. Existen diversas organizaciones que defienden diferentes causas y atienden diversos problemas que son relevantes en la sociedad, y que la misma sociedad está dispuesta a apoyar. Esta investigación es de tipo exploratoria experimental y descriptiva, en base a un análisis documental de artículos científicos, artículos de divulgación y libros; así como el uso del instrumento de una encuesta, para mostrar los hallazgos y concluir la investigación.

Analisis Pengaruh Interactivity Dan Sincerity Pada Social Mediaaccount Musisi Terhadap Sense Of Closeness Dan Reciprocity Antara Musisi Dengan Fans dan Implikasinya Terhadap Legal Purchase Intent Telaah Pada Social Media Account Instagram @Duadrum

2018 ◽  
Vol 9 (2) ◽  
pp. 49-61
Author(s):  
Moses Natadirja
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Positive Relationship ◽  
Structural Model ◽  
Distribution Channel ◽  
Online Questionnaire ◽  
Channel One ◽  
Limited Budget ◽  
Marketing Social ◽  
The Relationship

Social media nowadays can be used not only for interacting with each other, exchanges ideas, and develop new friends, furthermore it can be used to promote and selling products or services. It is also used for musician for sales and promotion of their CD album to their fans through social media, especially for musicians , who choose to be independent with limited budget and distribution channel. One of the musician who choose to be independent is Dua Drum. The purpose of this study is to examine the relationship between musician’s social media (Interactivity & Sincerity), the tie that fans may develop via social media (Sense of Closeness & Reciprocity), and purchase legal CD album. This Research is using a quantitative approach with gathering 127 responses through online questionnaire and analyzed using Structural Model Equation (SEM). The result of this research is there are a positive relationship between Interactivity & Sincerity with Sense of Closeness & Reciprocity, and also a positive relationship between Sense of Closeness & Reciprocity with Legal Purchase Intention of CD album. Keywords: Music, Internet Marketing, Social Media Marketing, Purchase Intention

Réplica − Marketing Social

2001 ◽  
Vol 19 (2) ◽  
pp. 213
Author(s):  
Eleida P Camargo ◽  
Luciane BC Carvalho ◽  
Rodrigo De Freitas ◽  
Welton Lopes ◽  
Lucila BF Prado ◽  
...  
Keyword(s):  
Marketing Social

.

PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

2016 ◽  
Vol 1 (2) ◽  
pp. 133-144
Author(s):  
Nadya Nadya
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Digital Era ◽  
Marketing Social ◽  
Technological Developments ◽  
Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

Marketing For Sustainability: A Conceptual Framework

2018 ◽  
Vol 8 (1) ◽  
Author(s):  
Dr.Pankaj Jain
Keyword(s):  
Social Marketing ◽  
Business Processes ◽  
Green Marketing ◽  
Marketing Social ◽  
Marketing Systems ◽  
Sustainable Marketing ◽  
Marketing Activities ◽  
The Mind ◽  
Marketing Principles

This paper is an attempt to put forward a roadmap to attain sustainable marketing through social marketing, green marketing and critical marketing. Social Marketing is an approach to decide the marketing strategies and activities keeping society’s long term welfare in the mind. Social and ethical concerns are at the centre of social marketing. Green Marketing is an approach to develop and market environmentally safer products and services in and introducing sustainability efforts in various marketing and business processes. At last, Critical Marketing is an approach that calls for analyzing marketing principles, techniques and theory using a critical theory based approach. This approach helps in regulating and controlling marketing activities with a focus on sustainability as it challenges and questions the existing capitalist and marketing systems so as to achieve a more sustainable marketing system.

Online-Marketing Schritt für Schritt

2021 ◽  
Author(s):  
Gerald Pilz
Keyword(s):  
Social Media ◽  
Big Data ◽  
Marketing Mix ◽  
Online Marketing ◽  
Mobile Marketing ◽  
Social Media Marketing ◽  
Soziale Medien ◽  
Marketing Social ◽  
E Mail

Das Online-Marketing hat sich in den vergangenen Jahren in beschleunigender Weise professionalisiert und ausdifferenziert. Die Dynamik von Geschäftsmodellen und die stetige Erweiterung technischer Möglichkeiten lassen immer weitere Marketinginstrumente entstehen. Gleichzeitig wirken soziale Medien und Big Data auf dieses Fachgebiet ein, so dass durch passgenaue Bedarfsermittlungen das Internetmarketing inzwischen von vielen Profis als weitaus wirksamer angesehen wird als der herkömmliche Marketing-Mix. Das Buch behandelt die Themen Banner-Werbung, E-Mail- Werbung, Affiliate-Marketing, SEO bzw. Suchmaschinenoptimierung, SEA bzw. Suchmaschinenwerbung, Blog-Marketing, Influencer-Marketing, Social-Media-Marketing, Mobile Marketing sowie Online-Marktforschung. Zahlreiche Übersichten, Merksätze, Zusammenfassungen und vielfältige Aufgaben mit Lösungen erleichtern das Verständnis.

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