Social Marketing: Global Perspectives, Strategies and Effects on Consumer Behavior


Series: Marketing and Operations Management Research
BISAC: BUS043000

This book aims to capture the current state of social marketing theory, research, and practice across different subject matters and global settings. The main objectives are to synthesize recent developments in theory and research methods, especially those brought about by information technology. It is also one of the goals of the authors’ to illustrate those developments through a series of case studies. (Imprint: Nova)

Table of Contents

Table of Contents


Chapter 1. Social Marketing Research Paradigm
W. Douglas Evans (The George Washington University, Milken Institute School of Public Health, Washington, DC, USA)

Chapter 2. Behavioral Economics and Social Marketing: Toward Integrated Approaches to Behavior Change
Alec Ulasevich (Director, Social Science Research, EurekaFacts)

Chapter 3. The Framework for Corporate Social Responsiveness and Public Perceptions of Undertakings by Companies Insights from Uganda
Vincent Bagire, John Bosco Kakooza, Grace Nalweyiso, Immaculate Tusiime (Department of Business Administration, Makerere University Business School – Kampala, Uganda)

Chapter 4. Social Marketing and New Media Technologies
W. Douglas Evans (The George Washington University, Milken Institute School of Public Health, Washington, DC, USA)

Chapter 5. Social Marketing to Support Adoption, Evaluation, and Continuous Improvement of Health Information Technologies in Clinical Care
Lila J. Finney Rutten, Robert D., Patricia E., Jon Ebbert, Sarah M. Greene, Larissa Nekhlyudov, James W. Dearing (Center for the Science of Healthcare Delivery, Mayo Clinic, Rochester, MN, USA, and others)

Chapter 6. Development of a Theory-Driven, Web-Based Behavioral Change Support System for Environmentally Friendly Mobility Behavior
Sebastian Bamberg, Grit Behrens, Minja Bergmeyer, Katrin Brewitt, Michael Papendick, Jonas Rees, Jacek Zielinski (University of Applied Sciences Bielefeld, and University Bielefeld, Department of Social Psychology)

Chapter 7. Understanding of Public Service Advertisements among Chinese Children
Kara Chan, Anqi Huang (Department of Communication Studies, Hong Kong Baptist University, Hong Kong, China)

Chapter 8. How is Social Media used to Promote Youth Wellbeing? An Examination of Twitter use among National Mental Health Organisations
Ann Dadich, Aila Khan (School of Business, University of Western Sydney, Penrith, New South Wales, Australia)

Chapter 9. Social Marketing Programs in Brazil: Metrics and Social Media Approaches
Paulo Ricardo dos Santos Meira, Cristiane Pizzutti dos Santos (Marketing Analyst at the Federal Senate of Brazil, Professor of Instituto Legislativo Brasileiro – ILB – Brazil, and others)

Chapter 10. Applying Segmentation to Social Marketing Breastfeeding Behaviour
Oliva Maria Dourado Martins, Arminda Maria Finisterra do Paço, Ricardo Gouveia Rodrigues (Institute of Higher Studies of Fafe, Fafe, Portugal, and other)


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