Social Marketing: Cyberbullying and its Impact on Teenagers

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SOCIAL MARKETING 0
SOCIAL MARKETING
5/28/2019
Student name

SOCIAL MARKETING 1
Contents
Cyberbullying..................................................................................................................................2
Social Marketing Problem...............................................................................................................3
Situation Analysis............................................................................................................................3
Stakeholders and Partners................................................................................................................3
Upstream Policy Issues....................................................................................................................4
Social Marketing Theory.................................................................................................................4
Segmentation & Targeting...............................................................................................................5
The marketing mix and People and Partnerships............................................................................5
Implementation and Evaluation.......................................................................................................7
References........................................................................................................................................8

SOCIAL MARKETING 2
Cyberbullying
Traditional bullying and cyberbullying are quite different. The increased use of technology and
digital pace has increased the bullying through various platforms using technology that is said to
be cyberbullying. As per the report in 2016 in cyberbullying research center, denoted that the
thirty three percent of scholars from 12 to 17 ages were found to be cyberbullying victims in
their life journey. Moreover, around eleven percent of scholars of teenage that are 12 to 17 were
found to be involved in cyberbullying activity in their life (Phillips, 2018). Cyberbullying among
teens is a serious issue due to the popularization of the use of internet has introduced new
technological threats that would lack the countermeasures that the teachers and parents of
victims have relied on since years (Mubarak et al., 2017).
With changing the use of technology and social media platforms cyberbullying has become
commonly used for harassing, embarrassing the students, which can cause depression,
agoraphobia, anxiety, and other mental health conditions or could affect them while going in
public. Some teens are unable to handle the humiliation on social media and may lead to an
adverse reaction like an attempt to suicide (Crosby, 2018). Moreover, due to changing lifestyle
crimes like the upload of nude pictures in the couple have also been reported in the last few
years. As per the statistics, eighty-eight percent of teens were witnessed as their peers being cruel
or mean to individuals on social media or any mode of the internet (Ging & Huggins Norman,
2016). Online victimization has also caused academic failure, which can reflect an individual’s
whole life and career path (Chudal & Sourander, 2017). Therefore, it can be said that
cyberbullying is an increased crime in today’s scenario which needs to be reduced for which the
promotional activities would be developed in the report further using social media.

SOCIAL MARKETING 3
Social Marketing Problem
The social marketing problem identified is the lack of knowledge to the stakeholders associated
with the students or teenagers who are victim s or involved in it. The key objective of a social
marketing plan would be creating awareness for teenagers and a group of people associated with
them regarding the key consequences and early signs of teenagers being cyberbullying.
Situation Analysis
Considering the current situation, it can be said that teenagers are getting affected due to
cyberbullying by embarrassing comments or confessions on social media websites. Upload of
embarrassing things on the internet or maybe a victim to the hacking of their personal accounts
that reflect some of the major crimes. There have been various activities conducting over the
internet to save teenagers from being a victim of this crime and for this social media websites has
also taken initiated. For instance, Facebook and Instagram provide the option to the individual to
report for some content that found to be irrelevant or provide the option to block or remove the
comments on the personal posts to avoid any further comment on the post or showing comments
publically. (forbes, 2019).
Stakeholders and Partners
The key stakeholders in this social media plan to decrease cyberbullying are
 Parents
Parents are the key stakeholders as they are the ones who are connected to the students at
home and can see their early signs like when teenagers are not willing to be physically
social or like to be alone, or depressing signs, anxiety can be observed. The relevance of