... ecosystems with their preservation, as undermining trust renders social marketing ineffective. Originality/value This study develops a novel multilevel referrer framework (first- and second-level) that better reflects real-world RRP dynamics. It incorporates both social image concern and psychological...

... Emerald Publishing Limited Licensed re-use rights only Social marketing E-marketing Database marketing Media (new media) In the case of Line, the emerging channel of SMM, has attracted the attention of marketing practitioners and researchers (Zhang and Luo, 2016). These media not only...

...-ended responses. Findings A large-scale study of land managers reveals several reasons for the lack of success at reducing agricultural run-off. The authors discuss the rationale for a move to a theory-grounded social marketing approach to encouraging land manager behavior change, highlighting...

...Diana Bogueva; Dora Marinova; Talia Raphaely Purpose The purpose of this paper is to explore reasons behind meat consumption. It aims to find out what motivates meat consumers and explore the opportunities of social marketing to counteract negative environmental and health trends. Design...

... consumption choice a _jmax. © Emerald Group Publishing Limited 2015 Social marketing Consumer behaviour Chinese migrant workers are defined as those who hold peasant Hukuo (Chinese household registration system) [1] but have migrated from rural...

... of encouraging recycling behaviour by giving a gift to participants in a promotion program without any emphasis on ecological needs (McKenzie‐Mohr, 1999). Social marketing Recycling Promotion The classic recycling behaviour theory proposes that before adopting the desired recycling conduct...

.... Michael Jay Polonsky can be contacted at: Michael.Polonsky@vu.edu.au © Emerald Group Publishing Limited 2006 Social marketing Publishing Marketing Asia‐Pacific Australia New Zealand The data analysis is descriptive and takes three forms. We firstly report on the publications...