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The culture of social communication

A dissertation presented to the LUISS Business School analyses social marketing and discovers close links between profit and non-profit organisations

“One cannot not communicate”. A basic assumption for everyone, including for businesses. And even for those which think and believe that communication is different for them, an entity which does not concern itself with production, market dynamics, or how work is organised. But this is not the case. It is true that “one cannot not communicate”. And it is also true that it is nevertheless a good idea to communicate well, and therefore to know what the tools of communication are, what their effects are, and the power of impact that a good (or indeed a bad) communication can contain.

One particular aspect of all this is social media communication; which amongst other things can constitute an important aspect for many businesses which see communication as a way of setting out their corporate social responsibility.

Within the context of social media communication (and indeed communication of every sort), in fact marketing assumes a special role.

“Social marketing”, a dissertation piece for the LUISS Business School by Matteo D’Argenio, is a good introduction in fact to the various aspects relating to communication and social marketing. D’Argenio sub-divides his research into several distinct and complementary parts. Firstly he analyses the history and development of marketing with a particular emphasis on marketing via social media; then he further examines the so-called non-conventional ways of communicating; lastly, (before dealing with a particular case), he assesses the links between social media communication and non-profit associations. Once all this has been done, D’Argenio deals with the particular case of the social marketing battle of Adbusters against Nike.

“The social sphere and the commercial one – explains D’Argenio in his conclusions -, have intersected with each other on several occasions, mixing with each other in different ways”. And not just that, because the author also notes how “social marketing (especially when the main players are non-profit organisations), has over time served as a forerunner for a series of experiments which can also be tracked in people whom effectively seek to sell a product”. In short, both profit and non-profit organisations, from the point of view of communications, can often be intermixed. A change in corporate culture which should make us think about looking into the question in greater depth in all its aspects and effects.

La pubblicità sociale (Social marketing)

Matteo D’Argenio

Dissertation, LUISS Business School, Department of Political Sciences, Chair of Languages of the New Media, 2018

A dissertation presented to the LUISS Business School analyses social marketing and discovers close links between profit and non-profit organisations

“One cannot not communicate”. A basic assumption for everyone, including for businesses. And even for those which think and believe that communication is different for them, an entity which does not concern itself with production, market dynamics, or how work is organised. But this is not the case. It is true that “one cannot not communicate”. And it is also true that it is nevertheless a good idea to communicate well, and therefore to know what the tools of communication are, what their effects are, and the power of impact that a good (or indeed a bad) communication can contain.

One particular aspect of all this is social media communication; which amongst other things can constitute an important aspect for many businesses which see communication as a way of setting out their corporate social responsibility.

Within the context of social media communication (and indeed communication of every sort), in fact marketing assumes a special role.

“Social marketing”, a dissertation piece for the LUISS Business School by Matteo D’Argenio, is a good introduction in fact to the various aspects relating to communication and social marketing. D’Argenio sub-divides his research into several distinct and complementary parts. Firstly he analyses the history and development of marketing with a particular emphasis on marketing via social media; then he further examines the so-called non-conventional ways of communicating; lastly, (before dealing with a particular case), he assesses the links between social media communication and non-profit associations. Once all this has been done, D’Argenio deals with the particular case of the social marketing battle of Adbusters against Nike.

“The social sphere and the commercial one – explains D’Argenio in his conclusions -, have intersected with each other on several occasions, mixing with each other in different ways”. And not just that, because the author also notes how “social marketing (especially when the main players are non-profit organisations), has over time served as a forerunner for a series of experiments which can also be tracked in people whom effectively seek to sell a product”. In short, both profit and non-profit organisations, from the point of view of communications, can often be intermixed. A change in corporate culture which should make us think about looking into the question in greater depth in all its aspects and effects.

La pubblicità sociale (Social marketing)

Matteo D’Argenio

Dissertation, LUISS Business School, Department of Political Sciences, Chair of Languages of the New Media, 2018