Tüketici içgörüsünün sosyal pazarlama kampanyalarına etkisi: Bir anti-zorbalık uygulaması

Complex social challenges are often grounded in complex behaviors that social marketing can help address. Improving understanding of multifaceted behaviors is essential for social marketing, which attempts to persuade consumers to engage in appropriate behavior or reject undesirable behaviors for the advancement of society (Alan R Andreasen, 1994; Previte, Russell-Bennett, & Parkinson, 2015). Social marketing significantly overlaps with life quality, with the ultimate purpose being to improve the well-being of society (Carvalho & Mazzon, 2015). One social issue that has a direct impact on the life quality of both society and the individual is bullying. The rapidly increasing rate of bullying incidents and the tragic consequences of this behavior can be largely attributed to a lack of understanding of human behavior. There is a real struggle to influence behaviors through traditional awareness-raising efforts and have been slow to adopt techniques from the behavioral sciences such as social marketing to change behaviors and improve bullying outcomes. Consumer insight is one of the benchmark criteria for social marketing (French & Blair-Stevens, 2006) and is a foundation for the social marketing strategic planning process and is typically generated from evidence (primary or secondary research). The phenomenon of bullying that exists in the world today is an alarming social issue that affects every aspect of society and needs an answer due to the lack of consideration it shows for basic humanity and the fact that it contradicts human rights. Social cognitive theory serves as the foundation for this research (Albert Bandura, 1977, 1986, 2001). The purpose of the research is to identify the significant insights that contribute to the successful outcome of social marketing campaigns. The study investigates both the theory and practice of the use of consumer insights in social marketing. It was essential for this research to compile a comprehensive list of relevant social marketing antibullying programs in order to accomplish its primary objective, which was to examine the phenomena of antibullying social marketing interventions. In this research, three samples of worldwide social marketing antibullying campaign studies were analyzed. The purpose of the study was to identify and assess effective campaigns, as well as the link between the factors. The research campaigns are "FearNot!", "Step to Respect!" and "KiVa." The programs that have been selected employed a variety of strategies, which generated significant evidence of their being successful in decreasing bullying and cyberbullying. By studying social marketing campaigns that were not only directed at social behavioral modification but also benefited society, this study fills a gap in the existing body of research. The investigation is divided into four separate studies. The first study is an extensive social marketing antibullying research and identifying the antibullying insights; the second study was conducted applying qualitative techniques, and interviews and questionnaires were utilized as information-gathering instruments. The interpretation of the data was achieved via the use of thematic analysis. The third research included the development of a scale to assess how consumers perceive antibullying insights. The fourth study involved the administration of a quantitative questionnaire with the purpose of determining the nature of the relationships between the variables.