The role of socio-cultural factors of a selected country for developing marketing communication tools of a selected company: A case study

Bc. Barbora Flegelová

Diplomová práce

Anotace:

This thesis aims to demonstrate that culture plays an important role in social marketing of international non-profit organizations by conducting a case study about SOS Children’s Villages. In order to map the public perception of the SOS Children’s Villages in the Czech Republic and in France, the cultural theories of Hofstede, Fadrhonc & Wursten are adopted.

Abstract:

This thesis aims to demonstrate that culture plays an important role in social marketing of international non-profit organizations by conducting a case study about SOS Children’s Villages. In order to map the public perception of the SOS Children’s Villages in the Czech Republic and in France, the cultural theories of Hofstede, Fadrhonc & Wursten are adopted. While using Hofstede’s framework of cultural dimensions and Wursten’s and Fadrhonc’s concept of cultural clusters, data was collected through an online survey, and analyzed using the value structure map framework. The study addresses how varying cultural features in social advertisement are perceived by different cultures with respect to SOS Children’s Villages. Findings indicate that the acceptance of advertised messages in France and the Czech Republic were based on two countries socio-cultural and demographic factors. Based on the findings, the study presents valuable practical information regarding advertisement strategy of social marketing, as well as recommendations for SOS Children's Villages.

Keywords

Intercultural Marketing, Social Marketing, Social Advertisement, Non-Profit Organization, Culture, Role of Language, Hofstede’s Dimensions, Cultural Clusters, Social Media, SOS Children’s Villages, Television Commercial, France, Czech Republic, Value Structure Map.

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 2. 10. 2015

Obhajoba závěrečné práce

• Obhajoba proběhla 5. 11. 2015
• Vedoucí: Mgr. Dagmar Sieglová, M.Ed.
• Oponent: prof. PhDr. Petr Matějů, Ph.D.

Vysoká škola finanční a správní

Magisterský studijní program / obor:
Ekonomika a management / Marketing Communication