UID:
almahu_9948608564702882
Umfang:
1 online resource (192 pages).
ISBN:
9781786434678 (e-book)
Serie:
New horizons in marketing series
Inhalt:
"Reviewing and analysing the most relevant concepts, theories and strategies related to the field, this timely book reveals what makes for strong social marketing and social advertising campaigns. With a comprehensive understanding of social advertising models and their applications, chapters present original case studies and scenarios from international researchers to illustrate strategies and concepts in practice. Exploring the mechanics of social media, contributors highlight what makes a successful campaign. They evaluate the use and impact of emotions in social power, exploring the power of storytelling, whilst weighing ethical implications. The book covers important and upcoming areas of interest in the field including the rise of social media influencers, the use of memes, the functionality of social media, and the use of fear, guilt and shame in communications campaigns as well as positive emotions. This book will assist marketing academics and practitioners in the development of successful campaigns as it highlights not only what these campaigns look like, but also why they achieve success. It will also prove an excellent guide for government organizations and public policy makers interested in using social marketing for health promotion and social change"--
Anmerkung:
Contents: 1 Reinforcing the 'social' in social marketing / Lukas Parker and Linda Brennan -- So what is social marketing? -- What social marketing is not -- Book structure -- References -- Social marketing frameworks / Linda Brennan, Lukas Parker and Ella Chorazy -- Approaches to social marketing -- Social marketing frameworks -- Social marketing and de-marketing strategies -- Systems thinking and behavioural ecological systems -- A targeted social marketing toolkit -- The types of social marketing activities undertaken at each level -- Conclusion -- References -- Social media mechanics and marketing strategy / Dang Nguyen, Linda Brennan, Lukas Parker, Nhat-Tram Phan-Le and Ella Chorazy -- Getting started: from social network sites to social media --- People power: how information spreads on social networks -- Experience and engagement: how social media function -- Conclusion -- References -- The Four Es: ingredients for successful social advertising / Linda Brennan, Lynn Poole, Phillip Morgan, Lukas Parker and Johanna Prasch -- Introduction -- Developing the Four Es of a social advertising toolkit -- Case 1: NSW Health - 'Safe Sex. No Regrets' campaign -- Case 2: Cancer Institute NSW - 'Breast Cancer: Early Detection is Vital' -- Case 3: Sydney Water - voluntary water saving: every drop counts -- Conclusion -- References -- The use of emotions in social marketing and social advertising / Tej Pochun, Linda Brennan and Lukas Parker -- Introduction -- Definitions -- Types of affect -- Affect and its use in social marketing -- Negative emotions and social marketing -- Positive emotions and social marketing -- Conclusion -- References -- 6 Social marketing with fear, guilt and shame / Linda Brennan, Tej Pochun and Lukas Parker -- Introduction -- Fear appeals in social marketing -- Guilt appeals in social marketing -- Shame appeals in social marketing -- Conclusion -- References -- 7 Positive emotions in social marketing and social advertising using humour / Linda Brennan, Lukas Parker, Dang Nguyen and Tej Pochun -- Positive emotions in advertising -- Humour appeals and social advertising -- Conclusion -- References -- 8 Telling stories: the science of social media content / John Dingeldei, Linda Brennan, Lukas Parker, Dang Nguyen and Ella Chorazy -- Introduction -- Storytelling is the foundation of a shared humanity -- Principles of storytelling -- Social media connects people to both a real and virtual world -- Social media is driven by content creation -- Social media storytelling techniques connect and persuade -- Social marketing and digital storytelling -- Conclusion -- References -- 9 Ethical challenges associated with social marketing communication / Michaela Jackson -- Introduction: why a chapter on ethics and social marketing? -- That's immoral! Criticising marketing communication practices -- Using marketing communication for good: the utilitarian defence -- Do the ends justify the means used in these campaigns? -- Duty, behaviour, and codes of ethics -- Social media: opportunities and challenges for social marketers -- Examples highlighting the challenges and opportunities of social media for social marketers -- A timely opportunity for reflection -- Concluding remarks -- References -- Glossary -- Index.
Weitere Ausg.:
ISBN 9781786434661 (hardback)
Sprache:
Englisch
Schlagwort(e):
Electronic books.
;
Electronic books
;
Aufsatzsammlung
URL:
https://www.elgaronline.com/view/edcoll/9781786434661/9781786434661.xml
URL:
Deutschlandweit zugänglich
URL:
Deutschlandweit zugänglich
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