The Influence of Social Advertising on the Recipients’ Declared Behaviour Based on the Example of Students of the Cracow University of Economics Cover Image

Wpływ reklamy społecznej na deklarowane zachowania odbiorców na przykładzie studentów Uniwersytetu Ekonomicznego w Krakowie
The Influence of Social Advertising on the Recipients’ Declared Behaviour Based on the Example of Students of the Cracow University of Economics

Author(s): Natalia Kudełko
Subject(s): Socio-Economic Research
Published by: Wydawnictwo Naukowe Uniwersytetu Pedagogicznego w Krakowie
Keywords: attitudes; behaviours; social advertising; social marketing

Summary/Abstract: Social marketing is becoming a more and more popular marketing trend. The article contains the most important information about social advertising and presents the results of the author’s own research on the knowledge of the issue of social campaigns, as well as the impact of social advertising on their recipients. The main purpose of the article was to examine the impact of selected social advertising on declared changes in consumer behaviour. The following research methods were used: desk-research, questionnaire and methods of descriptive statistics and statistical inference. As results from the research, students have quite a superficial knowledge of social campaigns, and the presented social advertising did not significantly affect the declared behaviour of the respondents. The desirable attitudes and social behaviours should therefore be shaped by more intense forms of persuasion. In addition to social advertising, other social marketing instruments should also be used and various additional activities should be undertaken, e.g. educational ones.

  • Issue Year: 15/2019
  • Issue No: 2
  • Page Range: 106-124
  • Page Count: 19
  • Language: Polish