{"title":"Marketing Communications of Latvian Social Enterprises from a Consumer Perspective","authors":"Kristīne Casno, D. Skiltere, B. Sloka","doi":"10.5755/j01.eis.1.14.26373","DOIUrl":null,"url":null,"abstract":"The purpose of this study is twofold - to contribute to the further understanding of social enterprises’ marketing by providing a consumers’ perspective on the content that social enterprises generate in order for them be to be able to better understand their strengths and weaknesses and to establish a reference point with regards the current situation to be able to compare and measure improvement in with regards social enterprise marketing in the future and, if needed, provide fact-based evidence to assist social enterprises in their call for support from public authorities. Among tasks of research are 1) analysis of recent scientific publications associate with social enterprises, their challenges in Europe and in Latvia and specifically with regards social enterprise marketing 2) analysis of online survey, filled out by 329 respondents and conducted by Kristīne Casno in 2019. For data anlysis such quantitative research methods were used as analysis of descriptive statistics (indicators or central tendency or location (arithmetic mean, mode, median), indicators or variability (range, standard deviation and standard error or mean), testing of statistical hypothesis with t-test and analysis or variance - ANOVA. Authors highlight that social enterprise consumers are supportive of social enterprises and their cause and are also interested in the marketing content provided, however, the full potential of word-of-marketing is not used, suggesting that there is significant room for improvement. With regards marketing communication content, social enterprises are most appreciated by consumers for aesthetic and interesting content. On the drawback side – the greatest challenges for social enterprises are to provide content on a regular basis and achieve visibility. Since the comparatively lower evaluations for aforementioned characteristics may be directly associated with lack of financial resources and skills, Authors recommend greater support from Ministry of Welfare of Republic of Latvia for development of support programs with the aim of increasing the marketing skills of social enterprises as well as promoting close win-win cooperation between commercial outdoor, print and online media holders and social enterprises (e.g. in the form of subsidized advertisement spaces while they are not used by commercial clients in return for lower taxes) in order to help social enterprises reach higher visibility.","PeriodicalId":51991,"journal":{"name":"European Integration Studies","volume":null,"pages":null},"PeriodicalIF":0.5000,"publicationDate":"2020-10-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"European Integration Studies","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.5755/j01.eis.1.14.26373","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"AREA STUDIES","Score":null,"Total":0}
引用次数: 2
Abstract
The purpose of this study is twofold - to contribute to the further understanding of social enterprises’ marketing by providing a consumers’ perspective on the content that social enterprises generate in order for them be to be able to better understand their strengths and weaknesses and to establish a reference point with regards the current situation to be able to compare and measure improvement in with regards social enterprise marketing in the future and, if needed, provide fact-based evidence to assist social enterprises in their call for support from public authorities. Among tasks of research are 1) analysis of recent scientific publications associate with social enterprises, their challenges in Europe and in Latvia and specifically with regards social enterprise marketing 2) analysis of online survey, filled out by 329 respondents and conducted by Kristīne Casno in 2019. For data anlysis such quantitative research methods were used as analysis of descriptive statistics (indicators or central tendency or location (arithmetic mean, mode, median), indicators or variability (range, standard deviation and standard error or mean), testing of statistical hypothesis with t-test and analysis or variance - ANOVA. Authors highlight that social enterprise consumers are supportive of social enterprises and their cause and are also interested in the marketing content provided, however, the full potential of word-of-marketing is not used, suggesting that there is significant room for improvement. With regards marketing communication content, social enterprises are most appreciated by consumers for aesthetic and interesting content. On the drawback side – the greatest challenges for social enterprises are to provide content on a regular basis and achieve visibility. Since the comparatively lower evaluations for aforementioned characteristics may be directly associated with lack of financial resources and skills, Authors recommend greater support from Ministry of Welfare of Republic of Latvia for development of support programs with the aim of increasing the marketing skills of social enterprises as well as promoting close win-win cooperation between commercial outdoor, print and online media holders and social enterprises (e.g. in the form of subsidized advertisement spaces while they are not used by commercial clients in return for lower taxes) in order to help social enterprises reach higher visibility.
这项研究的目的有两方面:一是透过提供消费者对社会企业所提供的内容的观点,以加深对社会企业营销的了解,使他们能够更好地了解社会企业的长处和短处;二是就目前的情况建立一个参照点,以便能够比较和衡量未来社会企业营销方面的改善情况,如有需要,提供基于事实的证据,协助社会企业向政府当局寻求支持。研究任务包括:1)分析最近与社会企业相关的科学出版物,它们在欧洲和拉脱维亚面临的挑战,特别是在社会企业营销方面;2)分析在线调查,由329名受访者填写,由krist ne Casno于2019年进行。对于数据分析,定量研究方法包括描述性统计分析(指标或集中趋势或位置分析(算术平均值、众数、中位数)、指标或可变性分析(极差、标准差和标准差或平均值)、t检验和方差分析(ANOVA)的统计假设检验。作者强调,社会企业消费者支持社会企业和他们的事业,也对提供的营销内容感兴趣,然而,没有充分发挥口碑营销的潜力,这表明有很大的改进空间。在营销传播内容方面,社会企业最受消费者青睐的是具有美感和趣味性的内容。在缺点方面,社会企业最大的挑战是定期提供内容和实现可见性。由于对上述特征的相对较低的评价可能与缺乏财政资源和技能直接相关,作者建议拉脱维亚共和国福利部提供更多的支持,以制定支持计划,以提高社会企业的营销技能,并促进商业户外、纸媒和网络媒体持有人和社会企业(例如,以补贴广告位的形式,但不被商业客户使用,以换取较低的税收),以帮助社会企业提高知名度。