Changing Attitudes and Consumers Behavior With Integrated Marketing Communication

Abstract

Promjena ponašanja ovisi o osobnim stavovima, vrijednostima i uvjerenjima. Posredstvom integrirane marketing komunikacije prenose se poruke koje ističu pozitivne posljedice ponašanja i navode negativne u okviru društvenog marketinga, a koje mogu utjecati na svijest pojedinca da promjeni mišljenje odnosno ponašanje iz neželjenog u željeno. Identifikacijom ključnih osoba i njihovih stavova i ponašanja utječe se na ciljnu skupinu kao i na stavove, svijest i ponašanje potrošača.

Socially Responsible Marketing in the "New Normal"

“…social character (Meler, 1994, p.42). Ultimately, the goal of social marketing is to influence the behaviour and development of individuals and targeted groups to benefit them, which are related to health, education, general social well-being and more (Guzovski, 2018). In communication with the society stakeholders through social marketing, we try to change the disbelief to belief, change the opinion, attitude, values and everything that has an impact on behaviour and will ultimately result in a positive change in behaviour for the benefit of society as a whole.…”

“…According to the model of health assurance, it is necessary to understand the conditions necessary for a change in behaviour to occur. An individual will take measures to prevent, investigate, or control a disease or particular condition based on the following perceived factors: vulnerability, severity, benefit, barrier, action, and self-efficacy (Guzovski, 2018).…”