Between Social Welfare and Public Power: an analysis of social marketing strategies for blood donation
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/13990 |
Resumo: | Objective: this study has the objective of analyzing how government actions for blood donation are perceived by donors, not donors and potential donors.Method: a descriptive research was developed with two approaches: quantitative and qualitative. The quantitative stage comprised a sample composed by 641 individuals, whose data were analyzed through Exploratory Factor Analysis. The qualitative step was performed with 31 subjects and the interviews were analyzed using the Content Analysis techniqueOriginality/ Relevance: as a topic of study, it is a recurring issue in the Brazilian public health sphere and increasingly analyzed in the light of social marketing.Results: As the most important result it was verified that the campaigns are not carried out as a way of modifying the behavior of individuals, and, rather than that, as an emergency action to meet an eminent need of blood banks. Theoretical/ methodological contributions: the quantitative approach allowed the identification of an underlying structure of a data matrix, determined the number of constructs and their respective natures. The qualitative approach aimed at the categorization and the search for its meanings.Social/ management contributions: there has been precariousness in the strategies related to blood donation that the government puts into practice, since these go against the educational proposal present in social marketing theory. |
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Between Social Welfare and Public Power: an analysis of social marketing strategies for blood donationEntre o bem estar social e o poder público: uma análise das estratégias de marketing social em prol da doação sanguíneaBlood Donation. Strategy. Public policy; Social Marketing; GovernmentDoação de Sangue; Estratégia; Políticas Públicas; Marketing Social; GovernoObjective: this study has the objective of analyzing how government actions for blood donation are perceived by donors, not donors and potential donors.Method: a descriptive research was developed with two approaches: quantitative and qualitative. The quantitative stage comprised a sample composed by 641 individuals, whose data were analyzed through Exploratory Factor Analysis. The qualitative step was performed with 31 subjects and the interviews were analyzed using the Content Analysis techniqueOriginality/ Relevance: as a topic of study, it is a recurring issue in the Brazilian public health sphere and increasingly analyzed in the light of social marketing.Results: As the most important result it was verified that the campaigns are not carried out as a way of modifying the behavior of individuals, and, rather than that, as an emergency action to meet an eminent need of blood banks. Theoretical/ methodological contributions: the quantitative approach allowed the identification of an underlying structure of a data matrix, determined the number of constructs and their respective natures. The qualitative approach aimed at the categorization and the search for its meanings.Social/ management contributions: there has been precariousness in the strategies related to blood donation that the government puts into practice, since these go against the educational proposal present in social marketing theory.Objetivo: o presente estudo tem por objetivo analisar como as ações governamentais em prol da doação de sangue são percebidas por doadores, não doadores e potenciais doadores.Método: Foi desenvolvida uma pesquisa descritiva com duas abordagens: quantitativa e qualitativa. A etapa quantitativa compreendeu uma amostra composta por 641 indivíduos, cujos dados foram analisados por meio da Análise Fatorial Exploratória. A etapa qualitativa foi realizada com 31 indivíduos e a entrevistas foram analisadas pela técnica de Análise de Conteúdo.Originalidade/ Relevância: enquanto temática de estudo, é uma questão recorrente no âmbito da saúde pública brasileira e cada vez mais analisada à luz do marketing social.Resultados: como principais resultados identificou-se que as campanhas não são realizadas como forma de modificar o comportamento do sujeito, e, sim, como uma ação emergencial para suprir uma necessidade eminente dos bancos de sangue.Contribuições teóricas/ metodológicas: a etapa quantitativa permitiu a identificação de uma estrutura subjacente de uma matriz de dados, determinou o número de construtos e suas respectivas naturezas. Já a etapa qualitativa objetivou a categorização e a busca pelos seus significados.Contribuições sociais/ para a gestão: verificou-se uma precariedade das estratégias relacionadas à doação de sangue que empreendidas pelo governo, uma vez que estas vão de encontro à proposta educativa presente na teoria de marketing social.Universidade Nove de Julho - UninoveShigaki, Helena BelintaniPereira, Jefferson RodriguesSousa, Caissa Veloso eLara, José Edson2019-05-28info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1399010.5585/remark.v18i1.3842ReMark - Revista Brasileira de Marketing; v. 18, n. 1 (2019): (jan./mar.); 73-852177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMengporhttps://periodicos.uninove.br/remark/article/view/13990/6754https://periodicos.uninove.br/remark/article/view/13990/6755Direitos autorais 2019 Revista Brasileira de Marketing – Remarkhttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccess2022-01-18T16:20:06Zoai:https://periodicos.uninove.br:article/13990Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2022-01-18T16:20:06REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Between Social Welfare and Public Power: an analysis of social marketing strategies for blood donation Entre o bem estar social e o poder público: uma análise das estratégias de marketing social em prol da doação sanguínea |
title |
Between Social Welfare and Public Power: an analysis of social marketing strategies for blood donation |
spellingShingle |
Between Social Welfare and Public Power: an analysis of social marketing strategies for blood donation Shigaki, Helena Belintani Blood Donation. Strategy. Public policy; Social Marketing; Government Doação de Sangue; Estratégia; Políticas Públicas; Marketing Social; Governo |
title_short |
Between Social Welfare and Public Power: an analysis of social marketing strategies for blood donation |
title_full |
Between Social Welfare and Public Power: an analysis of social marketing strategies for blood donation |
title_fullStr |
Between Social Welfare and Public Power: an analysis of social marketing strategies for blood donation |
title_full_unstemmed |
Between Social Welfare and Public Power: an analysis of social marketing strategies for blood donation |
title_sort |
Between Social Welfare and Public Power: an analysis of social marketing strategies for blood donation |
author |
Shigaki, Helena Belintani |
author_facet |
Shigaki, Helena Belintani Pereira, Jefferson Rodrigues Sousa, Caissa Veloso e Lara, José Edson |
author_role |
author |
author2 |
Pereira, Jefferson Rodrigues Sousa, Caissa Veloso e Lara, José Edson |
author2_role |
author author author |
dc.contributor.none.fl_str_mv |
|
dc.contributor.author.fl_str_mv |
Shigaki, Helena Belintani Pereira, Jefferson Rodrigues Sousa, Caissa Veloso e Lara, José Edson |
dc.subject.por.fl_str_mv |
Blood Donation. Strategy. Public policy; Social Marketing; Government Doação de Sangue; Estratégia; Políticas Públicas; Marketing Social; Governo |
topic |
Blood Donation. Strategy. Public policy; Social Marketing; Government Doação de Sangue; Estratégia; Políticas Públicas; Marketing Social; Governo |
description |
Objective: this study has the objective of analyzing how government actions for blood donation are perceived by donors, not donors and potential donors.Method: a descriptive research was developed with two approaches: quantitative and qualitative. The quantitative stage comprised a sample composed by 641 individuals, whose data were analyzed through Exploratory Factor Analysis. The qualitative step was performed with 31 subjects and the interviews were analyzed using the Content Analysis techniqueOriginality/ Relevance: as a topic of study, it is a recurring issue in the Brazilian public health sphere and increasingly analyzed in the light of social marketing.Results: As the most important result it was verified that the campaigns are not carried out as a way of modifying the behavior of individuals, and, rather than that, as an emergency action to meet an eminent need of blood banks. Theoretical/ methodological contributions: the quantitative approach allowed the identification of an underlying structure of a data matrix, determined the number of constructs and their respective natures. The qualitative approach aimed at the categorization and the search for its meanings.Social/ management contributions: there has been precariousness in the strategies related to blood donation that the government puts into practice, since these go against the educational proposal present in social marketing theory. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-05-28 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/13990 10.5585/remark.v18i1.3842 |
url |
https://periodicos.uninove.br/remark/article/view/13990 |
identifier_str_mv |
10.5585/remark.v18i1.3842 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/13990/6754 https://periodicos.uninove.br/remark/article/view/13990/6755 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark https://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark https://creativecommons.org/licenses/by-nc-sa/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 18, n. 1 (2019): (jan./mar.); 73-85 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
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1799138642512314368 |