¡Lávese las manos! Análisis de las campañas de marketing social desarrolladas en torno al coronavirus

Autores/as

  • José Murilo Matias Hermínio Universidade Federal da Paraíba
  • Stephanie Ingrid Souza Barboza Universidade Federal da Paraíba

DOI:

https://doi.org/10.5007/2175-8077.2023.e87061

Palabras clave:

covid-19, campañas de marketing social, marketing social

Resumen

El objetivo de esta investigación fue analizar las campañas de marketing social desarrolladas por el Ministerio de Salud, Gobierno de Paraíba y la Municipalidad de João Pessoa – PB, para promover la atención a la salud contra el Coronavirus en 2020. Para recolectar datos, se utilizó una encuesta documental basada en materiales de comunicación puestos a disposición por las entidades federadas. En el análisis de datos se utilizó el modelo de comunicación en campañas de marketing social. Inicialmente se realizó un estudio de casos múltiples; y luego, se analizaron las estructuras de campaña con base en el modelo. En este sentido, los resultados mostraron que las entidades federadas desarrollaron campañas en procesos escalonados, diferentes canales de comunicación y fuentes confiables de información, con la difusión de llamados a la atención preventiva, utilizando lenguaje verbal y no verbal.

Biografía del autor/a

José Murilo Matias Hermínio, Universidade Federal da Paraíba

Graduado em Administração (UFPB). Servidor Público Municipal.

Stephanie Ingrid Souza Barboza, Universidade Federal da Paraíba

Doutora em Administração pela Universidade Federal da Paraíba (UFPB). Mestre em Administração pela Universidade Federal da Paraíba (UFPB). Graduada em Administração pela Universidade Federal de Campina Grande (UFCG).

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Publicado

2023-11-07

Cómo citar

Matias Hermínio, J. M., & Souza Barboza, S. I. (2023). ¡Lávese las manos! Análisis de las campañas de marketing social desarrolladas en torno al coronavirus. Revista De Ciencias De La Administración, 25(65), 1–15. https://doi.org/10.5007/2175-8077.2023.e87061

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