MKT3SEM SOCIAL MARKETING. INDIVIDUAL SOCIAL MARKETING PLAN SAY NO TO CYBERBULLYING

MKT3SEM SOCIAL MARKETING INDIVIDUAL SOCIAL MARKETING PLAN SAY NO TO CYBERBULLYING Student name Trinh Tuyet Van Student number 21064352 Date of submission 16102022 Tutor’s name Tariq Halimi Executive. MKT3SEM SOCIAL MARKETING INDIVIDUAL SOCIAL MARKETING PLAN SAY NO TO CYBERBULLYING Student name: Trinh Tuyet Van Student number: 21064352 Date of submission: 16102022 Tutor’s name: Tariq Halimi   Executive summary  TABLE OF CONTENTS Executive summary ii TABLE OF CONTENTS i 1. Introduction 1 2. Literature on wisdom 1 2.1. Wisdom definition 1 2.2. Wisdoms five facets 1 2.3. Wisdom lead to wise decisions 2 3. Analysis of the social marketing problem 2 4. Situation analysis, stakeholders and partners, upstream policy issue 3 4.1. Situation analysis 3 4.2. Stakeholders Upstream policy 4 5. Planned behaviour can be used 4 6. Segmentation and target 5 7. Marketing Mix: 5 7.1. Product factor 5 7.2. People factor 6 7.3. Price factor 6 7.4. Place factor 6 7.5. Promotion 6 8. IMPLEMENTATION AND EVALUATION 6 Reference lists: 8   1. Introduction Cyberbullying has recently emerged as the most distressing issue, particularly among children. Cyberbullying is regarded as a serious public issue that affects Korean students. (Patchin Hinduja, 2011) The majority of surviving studies have focused on the public and local effects of cyberbullying, with few examining the global perspective of cyberbullying. This thorough audit examines the global situation, risk factors, and preventive measures to combat cyberbullying among teenagers and children. The impact of cyberbullying has been portrayed by dissolved trouble among the youthful casualties, which has caused longterm mental mischief to young people and psychological harm, frequently resulting in selfdestruction among young people. Korea has the highest percentage of Internet users on the planet. However, as the countrys online society becomes less mature compared to the technology above, a new incident known as cyber violence emerges. This research will provide a social marketing strategy base on some theoretical basis and marketing models to combat cyberbullying in Korea. 2. Literature on wisdom 2.1. Wisdom definition Wisdom, according to Hill, is the ability to think and act based on knowledge, experience, comprehension, common sense, and insight. Wisdom is associated with qualities like objectivity, compassion, experiential selfknowledge, selftranscendence, and nonattachment, as well as virtues like ethics and benevolence. Wisdom has been defined in various ways, including several distinct approaches to assessing the qualities associated with wisdom. The following gives five facets of wisdom. 2.2. Wisdoms five facets Intentionality, Contemplation, Emotional Mastery, Openness, and Transcendence are the five facets of consumer wisdom that emerged (Han Pistole 2017). Intentionality entails a commitment to and practice lifestyle envisioning and the conscious management of personal resources required to make it a reality. It is divided into two dimensions: lifestyle envisionment and personal resource management, with characteristics such as determining how the consumption can be used selectively to enable the desired lifestyle or avoiding overspending by being cautious and restrained. Contemplation in wise consumption entails looking back, looking ahead, and using prudent reasoning to evaluate discrete consumption options at a given time. Retrospection, Prospection, and Prudent reasoning are aspects of this facet that combine characteristics such as analyzing and learning from previous consumption choices and behaviours and observing and learning from others consumption choices and behaviours. Mindfulness and strategic use of consumption emotions is required for emotional mastery in wise consumption, which includes active avoidance of negative emotions and pursuit of positive ones with two dimensions prevention of negative feelings and pursuit of positive emotions. Adopting a consumptionmediated positive mindset and experimenting with alternatives to consumption are required for openness to wise consumption. Growth mindset and alternative consumption are two dimensions, with traits like purchasing used products or focusing on developing and learning new skills. According to consumer wisdom, transcendence is a strong sense of interconnectedness and unreserved compassion for all entities affected by consumption, which includes two dimensions, most likely Compassion and Interbeing. 2.3. Wisdom lead to wise decisions Wisdom is essential in our lives because it enables us to deal with situations in the best possible way to achieve our goals, taking into account all of the possibilities that can change the order of priorities, resulting in a shift in goalseeking behaviour. With wisdom, one can accomplish goals quickly and without haste. The wise person finds excuses for others and overlooks their mistakes because of his merciful and soft approach to matters, and he enjoys mercy and forgiveness for others. According to Cochrane (2017), consumer wisdom is information stored in memory, which marketers are particularly interested in. Consumer information about the product will significantly impact the consumer pattern. Customers will choose those products again if they believe the quality of service is commensurate with the amount paid. In contrast, they will choose another product if the need is not met in the previous use. 3. Analysis of the social marketing problem Cyberbullying, also known as cyber harassment, is a type of electronic bullying or harassment. Harmful bullying can include posting rumours, threats, sexual comments, personal information about the victim, or using framed language (Nelson, 2020). Between June 2016 and June 2017, one in every five young people in Korea reported social exclusion, threats, or abuse online. However, more than half of the children who experience cyberbullying do not tell their parents about it. As a result, there was a 32% increase in cases of cyberbullying between 2010 and 2020.

MKT3SEM- SOCIAL MARKETING

INDIVIDUAL SOCIAL MARKETING PLAN

SAY NO TO CYBERBULLYING

Student name: Trinh Tuyet Van

Student number: 21064352

Date of submission: 16/10/2022

Tutor’s name: Tariq Halimi

Executive summary

TABLE OF CONTENTS

Executive summary ii

TABLE OF CONTENTS i

1 Introduction 1

2 Literature on wisdom 1

2.1 Wisdom definition 1

2.2 Wisdom's five facets 1

2.3 Wisdom lead to wise decisions 2

3 Analysis of the social marketing problem 2

4 Situation analysis, stakeholders and partners, upstream policy issue 3

4.1 Situation analysis 3

4.2 Stakeholders & Upstream policy 4

5 Planned behaviour can be used 4

6 Segmentation and target 5

7 Marketing Mix: 5

7.1 Product factor 5

7.2 People factor 6

7.3 Price factor 6

7.4 Place factor 6

7.5 Promotion 6

8 IMPLEMENTATION AND EVALUATION 6

Reference lists: 8

1 Introduction

Cyberbullying has recently emerged as the most distressing issue, particularly among children Cyberbullying is regarded as a serious public issue that affects Korean students (Patchin & Hinduja, 2011) The majority of surviving studies have focused on the public and local effects of cyberbullying, with few examining the global perspective of cyberbullying This thorough audit examines the global situation, risk factors, and preventive measures to combat cyberbullying among teenagers and children

The impact of cyberbullying has been portrayed by dissolved trouble among the youthful casualties, which has caused long-term mental mischief to young people and psychological harm, frequently resulting in self-destruction among young people Korea has the highest percentage of Internet users on the planet However, as the country's online society becomes less "mature" compared to the technology above, a new incident known as

"cyber violence" emerges This research will provide a social marketing strategy base on some theoretical basis and marketing models to combat cyberbullying in Korea

2 Literature on wisdom

2.1 Wisdom definition

Wisdom, according to Hill, is the ability to think and act based on knowledge, experience, comprehension, common sense, and insight Wisdom is associated with qualities like objectivity, compassion, experiential self-knowledge, self-transcendence, and non-attachment, as well as virtues like ethics and benevolence

Wisdom has been defined in various ways, including several distinct approaches to assessing the qualities associated with wisdom The following gives five facets of wisdom

2.2 Wisdom's five facets

Intentionality, Contemplation, Emotional Mastery, Openness, and Transcendence are the five facets of consumer wisdom that emerged (Han & Pistole 2017) Intentionality entails a commitment to and practice lifestyle envisioning and the conscious management

of personal resources required to make it a reality It is divided into two dimensions: lifestyle envisionment and personal resource management, with characteristics such as determining how the consumption can be used selectively to enable the desired lifestyle or avoiding overspending by being cautious and restrained

Contemplation in wise consumption entails looking back, looking ahead, and using prudent reasoning to evaluate discrete consumption options at a given time Retrospection,

Prospection, and Prudent reasoning are aspects of this facet that combine characteristics such as analyzing and learning from previous consumption choices and behaviours and observing and learning from others' consumption choices and behaviours

Mindfulness and strategic use of consumption emotions is required for emotional mastery in wise consumption, which includes active avoidance of negative emotions and pursuit of positive ones with two dimensions prevention of negative feelings and pursuit of positive emotions

Adopting a consumption-mediated positive mindset and experimenting with alternatives to consumption are required for openness to wise consumption Growth mindset and alternative consumption are two dimensions, with traits like purchasing used products or focusing on developing and learning new skills

According to consumer wisdom, transcendence is a strong sense of interconnectedness and unreserved compassion for all entities affected by consumption, which includes two dimensions, most likely Compassion and Interbeing

2.3 Wisdom lead to wise decisions

Wisdom is essential in our lives because it enables us to deal with situations in the best possible way to achieve our goals, taking into account all of the possibilities that can change the order of priorities, resulting in a shift in goal-seeking behaviour With wisdom, one can accomplish goals quickly and without haste The wise person finds excuses for others and overlooks their mistakes because of his merciful and soft approach to matters, and he enjoys mercy and forgiveness for others

According to Cochrane (2017), consumer wisdom is information stored in memory, which marketers are particularly interested in Consumer information about the product will significantly impact the consumer pattern Customers will choose those products again

if they believe the quality of service is commensurate with the amount paid In contrast, they will choose another product if the need is not met in the previous use

3 Analysis of the social marketing problem

Cyberbullying, also known as cyber harassment, is a type of electronic bullying or harassment Harmful bullying can include posting rumours, threats, sexual comments, personal information about the victim, or using framed language (Nelson, 2020) Between June 2016 and June 2017, one in every five young people in Korea reported social

exclusion, threats, or abuse online However, more than half of the children who experience cyberbullying do not tell their parents about it As a result, there was a 32% increase in cases of cyberbullying between 2010 and 2020

Cyberbullying often has severe consequences, especially for teenagers It can lead

to anxiety disorders, depressive disorders, self-harm and even suicide Not to mention, once appearing on the network, such content often stays for a long time and is difficult to sink Suicidal thoughts and attempts are more common in cyberbullied victims and perpetrators than in non-cyberbullied individuals (Penney, 2017) Violent childhood experiences are passed down from generation to generation, explaining their negative consequences Youth who have witnessed violence at home and school is starting to inflict

it on others

4 Situation analysis, stakeholders and partners, upstream policy issue

4.1 Situation analysis

• Political:

Cyberbullying can be a crime in severe cases Korean law makes it a crime to use a phone or the internet in a menacing, harassing, or offensive manner The behaviour must likely severely impact the person targeted to be considered a crime Under NSW law, cyberbullying may be a crime if it involves stalking or intimidating someone to make them feel afraid (Penney, 2017) Cyberbullying may also be considered a crime if it involves mailing or posting nude or personal images of someone without their permission or threatening to do so

Today with the top economic situation in the region, Korean families can easily buy their children smartphones, but not all families teach their children how to use phones properly The government has enough economic potential to handle school problems, but economics is not the problem to solve cyberbullying completely Anna's research shows that people who are regularly bullied have lower-than-average incomes This proves that maintaining cyberbullying will hurt the Korean economy

• Society:

Korea is one of the most attractive travel and study-abroad destinations Competition for jobs and school environments are the top reasons for cyberbullying The

issue of racism is very complicated in European countries, so it also influences Korean people's thoughts and views According to statistics, most cyberbullying perpetrators and victims are minors and young people (Alim, 2015) Bullying behaviour is a form of self-expression at this age, and everyone wants to express their ego Furthermore, when the perpetrator sees other people extolling bullying behaviour and insulting the victim's honour, he will feel satisfied and gradually love these behaviours

• Technology:

Adolescents are spending more time online navigating the complex virtual world, thanks to the prevalence of laptops and smartphones and the rise of social media platforms such as Instagram, Snapchat, TikTok, and others With the ability to post anonymously, bad students frequently use personal information to smear, categorize, and negatively impact the lives of others

4.2 Stakeholders & Upstream policy

The bully, the victim, her parents, her teachers, and a social networking site are all stakeholders in cyberbullying Despite their other vital functions, social networks facilitate the occurrence of crimes and will receive a negative reputation as tools for cyberbullying (Shin & Ahn, 2015 ) Most bullies go unnamed, confident that they cannot be stopped and will continue to bully victims whenever they feel like it If proper strategies for gathering evidence of bullying were used, it would be simple to nail the bully The victim has actual evidence of bullying, and the victim will repeatedly read the bully's comments, causing the victim more pain and harm

Early research findings suggested that cyberbullies are frequently children who have been bullied in the real world (Ball, 2012) However, subsequent research discovered that cyberbullies and targets could just as quickly be popular, well-adjusted children who have never been exposed to peer aggression (Kamens, 2018) Whereas low self-esteem is typically associated with traditional bullying, many cyberbullies have a high perception of self-esteem because they perceive their relationships with peers to be satisfying However, loneliness and a sense of unsafety at school were frequently linked to cyberbullying

5 Planned behaviour can be used

Positive and negative outcome beliefs may influence teenagers' attitudes toward cyberbullying regarding cyberbullying One significant advantage of cyberbullying may be that it improves or confirms the adolescent's peer status Furthermore, cyberbullying can

serve as an outlet for negative emotions because of the anonymity provided by the internet and mobile phones and the lower risk of being caught (Penney, 2017)

Individuals must be self-aware of their behaviours to avoid becoming unintentional

or intentional perpetrators of online bullying Furthermore, students must use the internet for a healthy purpose within a reasonable time frame and understand how to protect themselves when participating in the online community Schools must also strengthen ideological, moral, and lifestyle education for students by building more playgrounds and teaching students how to deal with stress in their lives

6 Segmentation and target

Based on the ARPARE method, this study aims at the target population based on factors such as At Risk persons in the segment, the target audience's persuadability, and the resources required to meet the target audience's needs According to research, 3.8% of elementary school students were abused in 2021, higher than the rates in secondary schools (0.9%) and high schools (0.3%) (Lee & Shin, 2014) At this age, children do not express their concerns or recognize the psychological effects of cyberbullying

Kamens states that the later the child's personality training, the more difficult it will

be With a small amount of cultural and social knowledge in primary and secondary school, children will quickly build a correct awareness of cyberbullying

Given the high concentration of schools in the area, spreading awareness about cyberbullying will be easy This anti-cyberbullying issue can be built into a school movement to promote student awareness With the above analysis, this study will focus on analyzing and building solutions to target elementary and high school students in Korea

7 Marketing Mix:

7.1 Product factor

This campaign provides teens with a safe online community and social media benefits Students will be able to report bullying incidents anonymously through a website and an online app that students can download Furthermore, this campaign's augmented products include legal action and counselling services

7.2 People factor

This app and website should be developed and managed by legislators who can directly influence the education management policies of the Department of Education and

have the Korean people's confidence That will help spread the application widely if successfully applied in one area Bullied people can also give feedback on their issues without worrying about their personal information being exposed They are more confident that authorized persons will resolve their problems professionally

7.3 Price factor

There will be some problems in maintaining the application, such as website creation, application and maintenance, the consultant team's operating costs and other costs However, because this is an application built to improve the quality of life of all people, especially to solve Cyberbullying, the entire cost should be covered by the state So that everyone can access the website, download and use it for free quickly and efficiently

7.4 Place factor

The application will be widely available on the website However, at the beginning

of the campaign, some posters and loudspeakers can be used at key schools in certain areas If the application brings good results, it will be possible to expand the use of this application and website

7.5 Promotion

Social media marketing will be used to carry out the campaign Online platforms will be used to reach a wider audience with the message, "Young people must be protected from cyberbullying." Posters and pamphlets about cyberbullying and its consequences can

be found in schools and universities Because legislators run it, if the model effectively prevents and reduces cyberbullying, this app and website should be widely advertised on television as a warning to cyber bullies

8 IMPLEMENTATION AND EVALUATION

Following the recent outbreak of cyberbullying in Korea, this campaign should be launched in 2022 The best time to organize or teach students about cyberbullying instruction is during the school day in primary schools and secondary schools Making students aware that cyberbullying is a crime that authorities can deal with will help reduce this behaviour To effectively address cyberbullying, the entire family and society must work together Each family must teach their children how to use their phones rationally so that they are not offended or participate in demeaning others Simultaneously, Korean society must reduce discrimination against international students and immigrants There are several ways to measure the effectiveness of anti-cyberbullying, such as interviewing

parents of cyberbullying victims and recording students' reactions to analyze or form surveys The campaign's results will show that cyberbullying programs effectively lower cyberbullying victimization and perpetration Through the campaign, Korean teachers and parents will provide feedback and propose their ideas to improve the next anti-cyberbullying campaign Any required changes will be implemented at the final stage, and

a continuous review will be performed to reduce cyberbullying among young people