Date of Publication
2022
Document Type
Bachelor's Thesis
Degree Name
Bachelor of Science in Applied Corporate Management
Subject Categories
Marketing
College
Ramon V. Del Rosario College of Business
Department/Unit
Management and Organization Department
Honor/Award
Nominated for Best Thesis
Thesis Advisor
Patrick Adriel Aure
Defense Panel Chair
Leandro Loyola
Defense Panel Member
Liza Mae Fumar
Abstract/Summary
With the changing trends in business, it is essential to understand how different actors involved in a campaign enable a brand’s objective. This study aims to understand how internal stakeholders of an advocacy campaign can produce a positive outcome to the external stakeholders’ social well-being outcomes. This study applies qualitative data collection methods to gather perspectives from both internal and external stakeholders to understand how the roles and responsibilities of internal stakeholders collectively help advance brand advocacy campaigns. Through this study, the collaborative network, partner selection, and research and development are assessed regarding the co-development business model that leads to positive social well-being.It was found that there is an existing tension between normative aspects of beauty and the internal perceptions of consumers. However, with the projects of Dove Philippines, consumers have shared that the advocacy campaigns facilitated by both influencers and ambassadors were effective since it increases their self-acceptance, self-esteem, and self-empowerment.The research only uses two of Dove Philippines’ campaigns to understand the roles and responsibilities of actors involved in the campaigns which are the My Hair, My Say and Self-Esteem Project.The findings from the study can be used as a foundation for future research regarding influencer and ambassador marketing in the Philippines. In addition, it provides a practical application to the co-development business model.
Key Words: Influencers, brand ambassadors, co-development, social well-being
Abstract Format
html
Language
English
Format
Electronic
Keywords
Internet marketing; Internet personalities; Brand choice; Consumers' preferences
Recommended Citation
Espenida, I. A., Gallentes, H. B., Ontiveros, C. A., & Tugade, R. G. (2022). Roles of ambassadors and influencers in Dove’s co-development towards advancing social well-being. Retrieved from https://animorepository.dlsu.edu.ph/etdb_manorg/9
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Embargo Period
7-8-2022
