Protikadilsko osveščanje mladih kot del digitalnega socialnega marketinga

magistrsko delo

Edona Pelaj (Author), Romana Korez-Vide (Mentor)

Abstract

Družbeni problemi za vsako družbo na svetu predstavljajo nenehno skrb. Načini njihove obravnave vplivajo na njihovo prepoznavanje in na odnos do njih oz. razmišljanje o njih. Revščina, bolezni in diskriminacije so v vseh družbah prisotni že stoletja. Epidemija tobaka je ena največjih groženj zdravju, s katero se svet sooča. Letno vodi do smrti več milijonov ljudi, pri čemer je več kot 80 % teh posledica neposredne uporabe tobaka, preostale smrti pa so posledica izpostavljenosti tobaku oz. pasivnega kajenja. Ciljna skupina oglaševanja tobačne industrije so predvsem mladi. Kljub temu da predstavniki podjetij iz te panoge trdijo, da ne uporabljajo oglaševanja, s katerim ciljajo na mlade kupce, nedavno razkriti podatki kažejo ravno nasprotno. Zato smo se v magistrskem delu osredotočili na problematiko uporabe tobaka med mladimi in iskanje ustrezne komunikacijske strategije pri osveščanju mladih o nevarnostih tobaka. Več kot polovica svetovnega prebivalstva uporablja splet. Ko smo v magistrskem delu iskali ustrezno komunikacijsko strategijo, smo ugotovili, da so mladi glede uporabe spleta še vedno vodilna družbena skupina. Mladi, stari med 15 in 24 let, namreč predstavljajo skoraj četrtino vseh uporabnikov spleta na svetu. Magistrsko delo je razdeljeno na teoretični in empirični del. V teoretičnem delu smo podrobneje predstavili teoriji o socialnem in digitalnem marketingu, v empiričnem delu pa smo ugotavljali, kakšna je razširjenost kajenja in uporabe spleta med mladimi, predvsem v starostni skupini 16–24 let, v svetu, Evropi in Sloveniji. V magistrskem delu je predstavljena tudi protikadilska strategija digitalnega komuniciranja za države EU, katere cilj je doseči mlade v starostni skupini 16–24 let.

Keywords

socialni marketing;digitalni marketing;družbena omrežja;mladi;kajenje;škodljivost;osveščanje;

Data

Language:	Slovenian
Year of publishing:	2020
Typology:	2.09 - Master's Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[E. Pelaj]
UDC:	339.13:613.846
COBISS:	36470787
Views:	405
Downloads:	69
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Anti-smoking awareness raising of youth as part of digital social marketing
Secondary abstract:	Social problems are a constant concern for every society in the world. Poverty, disease and discrimination have been present in all societies for centuries. The tobacco epidemic is one of the greatest health threats facing the world. It leads to the deaths of millions of people every year. More than 80% of these deaths are due to the direct use of tobacco, and the remaining deaths are due to exposure to tobacco or passive smoking. The main target audience of tobacco industry are mainly young people. Even though representatives of companies in this industry claim that they do not use advertising aimed at young customers, the recently disclosed data show just the opposite. Therefore, in the master's thesis we focused on the issue of tobacco use among young people and the search for an appropriate communication strategy in raising awareness of young people about the dangers of tobacco. More than half of the world's population is online. In the search for an appropriate communication strategy, we found in the master's thesis that young people are still the leading group in the use of the Internet. Young people between the ages of 15 and 24 make up almost a quarter of all web users in the world. The master's thesis is divided into theoretical and empirical part. In the theoretical part, we presented the theories of social marketing and digital marketing. In the empirical part, we determined the prevalence of smoking and the prevalence of Internet use in the world, Europe and Slovenia among young people, especially in the age group 16-24 years. The master's thesis also presents the anti-smoking strategy of digital communication for EU countries, where the goal is to reach young people in the age group 16-24.
Secondary keywords:	social marketing;digital marketing;social media;smoking;youth;antismoking awareness.;
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	IV, 86 str.
ID:	12002792