The role of digital marketing in the defense of human rights: the case of Memorial

Authors

  • Arminda Maria inisterra do Paço Universidade da Beira Interior, Portugal
  • Joana Cabral
  • Diana Lourenço
  • Susana Carvalho

Keywords:

digital marketing, NGO

Abstract

Over the years, marketing has been progressing and using new communication techniques and tools. Besides companies, NGO´S have been betting on marketing as a strategy to promote their work. Digital marketing, with the evolution of the internet, has become essential for their promotion, mainly through the use of social networks and institutional websites. Through the case study of the NGO Memorial, which works in the defense of human rights, we intend to understand the importance of the use of digital marketing tools in achieving the mission of this NGO. Digital marketing presents itself as an important resource in strengthening its social brand, allowing it to increase its ability to attract people to its cause.

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Published

2023-01-29

How to Cite

inisterra do Paço, A. M., Cabral, J., Lourenço, D., & Carvalho, S. (2023). The role of digital marketing in the defense of human rights: the case of Memorial. Casos De Marketing Público Y No Lucrativo - Casos De Marketing Público E Não Lucrativo, 10(1), 23–34. Retrieved from https://casos-aimpn.org/index.php/casos/article/view/266

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Artículos