MKT3SEM INDIVIDUAL ASSIGNMENT
by Phuong Linh Kieu
Word count: 1,468


MKT3SEM
‘Social Marketing’
Individual Assignment


Table of content

1. Cyber bullying Supporting literature and Knowledge Gap
According to Harris and White (2018), cyber bullying is a pattern of bullying that
commits the use of mobile phones or the internet which consists of offensive text,
messages, or images to imitate someone through social network sites. Cyber
bullying is a harmful act toward other people and can lead to negative
consequences for both victims and the bully. The first article is Cyber Bullying
and Internalizing Difficulties: Above and Beyond the Impact of Traditional Forms
of Bullying by Rina A. Bonanno and Shelley Hymel. This article stated that under
cyber bullying, both victims and the bully have higher percentage of having
“depressive symptomatology and suicidal ideation” (Bonanno & Hymel 2013)
than traditional forms of bullying such as physical, verbal or relational bully. The
next article is Cyberbullying Via Social Media by Elizabeth Whittaker and Robin
M. Kowalsky, showed that the common venue of cyber bullying is social media
where peers are most common perpetrators, especially among the school-age
youth. Another article, Cyberbullying: a cross-cultural perspective by Jieun Baek
and Lyndal M. Bullock, said that even though cyber bullying happens in the virtual
world at any time and the perpetrators are unspecified people, it can cause
emotional, mental and physical difficulties for the attacked victims in the real
world. Cyber Bullying: Child and youth spirituality by Anastasia Apostolides is
the forth article which proposed that spirituality can help preventing cyber
bullying and even help children and the youth healing the trauma caused by cyber
bullying. Finally, Celebrities’ Experience with Cyberbullying: A Framing
Analysis of Celebrity Stories in Online News Articles in Teen Magazines by
Ovrein, Vandebosch and De Backer showed that there are two types of celebrities
when facing cyber bullying. The first type usually shows negative consequences
and the second type, on the social level, inspires and encourages victims to look
for help.
2. Social Marketing Problem