Roles of ambassadors and influencers in Dove’s co-development towards advancing social well-being

• Main Authors: Espenida, Ivanna Chantal A., Gallentes, Harriet Sheen B., Ontiveros, Cyrielle A., Tugade, Rina Rose G.
• Format: text
• Language: English
• Published: Animo Repository 2022
• Subjects: Internet marketing; Internet personalities; Brand choice; Consumers' preferences; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdb_manorg/9; https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?article=1015&context=etdb_manorg
• Institution: De La Salle University

With the changing trends in business, it is essential to understand how different actors involved in a campaign enable a brand’s objective. This study aims to understand how internal stakeholders of an advocacy campaign can produce a positive outcome to the external stakeholders’ social well-being outcomes. This study applies qualitative data collection methods to gather perspectives from both internal and external stakeholders to understand how the roles and responsibilities of internal stakeholders collectively help advance brand advocacy campaigns. Through this study, the collaborative network, partner selection, and research and development are assessed regarding the co-development business model that leads to positive social well-being.It was found that there is an existing tension between normative aspects of beauty and the internal perceptions of consumers. However, with the projects of Dove Philippines, consumers have shared that the advocacy campaigns facilitated by both influencers and ambassadors were effective since it increases their self-acceptance, self-esteem, and self-empowerment.The research only uses two of Dove Philippines’ campaigns to understand the roles and responsibilities of actors involved in the campaigns which are the My Hair, My Say and Self-Esteem Project.The findings from the study can be used as a foundation for future research regarding influencer and ambassador marketing in the Philippines. In addition, it provides a practical application to the co-development business model. Key Words: Influencers, brand ambassadors, co-development, social well-being