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 organisations and public policy makers interested in using social marketing for health promotion and social change.

About the Author
Edited by Lukas Parker, School of Media and Communication and Linda Brennan, Professor of Advertising, School of Media and Communication, RMIT University, Australia

Reviews
'This is something that is long overdue - a full reference work offering contemporary insight into a confusing relationship between social marketing and social media marketing. Where other publications provide only basic practical ''how-to'' guides on social media, this both scholarly and extremely readable book is a ''must read'' for social marketers wanting to include social media in their behaviour change communication toolkit and communication practitioners trying to harness the power of social media for the social good.'
--Krzysztof Kubacki, Auckland University of Technology, New Zealand

'If you want people to change you need to give them a reason why. Telling stories and use of humour are powerful mechanisms that connect people. This book delivers tools and frameworks you can apply to bring people with you.'
--Sharyn Rundle-Thiele, Griffith University, Australia

'There are three important contributions this book can make to enhancing the practice of social marketing: it stresses the impact of a systems approach to behaviour change; it advocates for consideration of upstream and midstream audience strategies; and it makes a strong case for social and cultural change to support individual behaviour change.'
--Nancy R. Lee, Social Marketing Services, Inc., US

Book Information
ISBN 9781803927435
Author Lukas Parker
Format Paperback
Page Count 192
Imprint Edward Elgar Publishing Ltd
Publisher Edward Elgar Publishing Ltd