A study on effectiveness of social marketing through Social media among generation y respondents

Abstract

newline The social marketing is not all about public service newlineannouncements, focus groups or the internet tools. It is all about newlinehelping people to adopt behaviors that will make them healthier or newlinehappier by changing their behaviour. It talks about creating positive newlinesocial change and making the world a better place for living. The field of newlinesocial marketing has been there around the research world for over a newlinequarter of a century, used to address various societal issues of various newlineparts of the world, including family planning, HIV/AIDS, obesity, newlinepollution, breast cancer screening, cholesterol, tobacco prevention, civic newlineinvolvement and much more. Social media is playing a vital role in newlinepromoting social marketing amoung generation Y respondents who are newlinethe backbone of social change. Any social issues addressed to such newlinecohort are very effective. But this study is trying to test through newlinestratified random sampling of segregating the generation-y into five newlinegroups and analyzing the personal social and environment social newlinemarketing advertisements and campaigns effectiveness. The research is newlinetrying to test three themes with the help of five levels or with newlinedimensions like awareness level engagement level, behaviour level, newlinesocial norm level, well being level. The findings states that the global newlinewarming, anti corruption promotions reached almost two stages but newlinethe Blood/Eye/ organ donation concept reached only the first level newlineawareness. The study suggest to the social marketers to focus on the newlineenvironmental and societal concepts. The Social marketing experts newlineshould concentrate on the personal behavioural change aspects and newlinesocial well being of the society concepts while framing their social newlinemarketing promotions in social media.