Social causes and new communication platforms: Theories, feasibility and practices

Authors

  • Leandro Batista Universidade de São Paulo
  • Nathalia Santos Andrijic Universidade de São Paulo

DOI:

https://doi.org/10.11606/issn.1984-5057.v7i2p157-175

Keywords:

social causes, social media, social marketing

Abstract

This study seeks to analyze how social causes and their messages can be related to the new communication platforms, such as social media. It investigates theories about this topic, market practices and the feasibility of the relation in favor of the best communication of these messages, exploring its perks and disadvantages. It reveals, in the end, that the Marketing approach showed itself more beneficial than the opposite.

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Author Biographies

  • Leandro Batista, Universidade de São Paulo

    Doutor em Comunicação Social pela University of North Carolina e Mestre em Propaganda pela University of North Carolina. Professor Doutor da ECA - USP junto a graduação em Publicidade e ao PPGCOM. Líder do GEPEC - Grupo de Estudos e Pesquisas dos Efeitos da Comunicação da USP.

  • Nathalia Santos Andrijic, Universidade de São Paulo

    Estudante de Publicidade e Propaganda na ECA/USP.

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Published

2015-12-15

Issue

Vol. 7 No. 2 (2015): Consumo, perspectivas mercadológicas e socioculturais em foco

Section

ARTICLES

License

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons BY-NC-SA License.

Licença Creative Commons

 

How to Cite

BATISTA, Leandro; ANDRIJIC, Nathalia Santos. Social causes and new communication platforms: Theories, feasibility and practices. Signos do Consumo, [S. l.], v. 7, n. 2, p. 157–175, 2015. DOI: 10.11606/issn.1984-5057.v7i2p157-175. Disponível em: https://revistas.usp.br/signosdoconsumo/article/view/112205.. Acesso em: 2 mar. 2025.