...Yiping Li; Ann Kronrod Purpose Marketers often use images to increase the effectiveness of prosocial communication. Some images display dull tones (grayish color), whereas other prosocial advertisements portray images with pure tones (vivid colors with little-to-no gray). However...

... Limited Licensed re-use rights only Social marketing Communication Empathy Message framing Public health Vaccine confidence Health advertising Social media advertising Conversational agent Chatbots Health COVID-19 vaccines remain critical to combat COVID-19 disease...

... be contacted at: tom.bowden-green@uwe.ac.uk 15 02 2024 31 05 2024 04 07 2024 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Social marketing Communication Climate change Self-determination Theory Peer effects Social proof MTES...

... campaign. Catherine Drane can be contacted at: cathy.drane@curtin.edu.au Act: keep physically, mentally, spiritually and socially active: “do something”. Belong: keep up friendships, engage in group activities, participate in community events: “do something with someone”. Commit: set...

...Sonal Arora; Mahim Sagar Purpose This study aims to present a novel framework of “communication-led behavioral intention” in an effort to aid in the process of planning and coordinating social marketing campaigns on difficult subjects that go against social conventions, including the proper...

... for future research. © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Environmental sustainability Communication Message framing Consumer attitudes Behaviour RQ2: When and how are abstract–concrete frames effective in promoting...

...Moty Amar; Yaniv Gvili; Aner Tal Purpose This paper aims to offer social marketers an innovative method to promote healthy foods. This method demonstrates the effectiveness of indirect communication in attracting consumers to healthy foods. Further, it aims to offer a way to promote food...

... was useful to highlight differences, which would need to be taken into account when setting up and implementing the French campaign. A meeting was organized between PHE and Santé publique France to share details about the UK experience in terms of communication strategy, budget, partnerships...

...Sarah N. Keller; Timothy Wilkinson Purpose This study aims to examine whether a community-based suicide prevention project could increase willingness to seek professional help for suicidal ideation among young people. Design/methodology/approach Online surveys were administered at baseline...

... of effective services and the improvement in communications, trust and understanding between service providers and the community. Practical implications The paper shows how service providers and social marketers can achieve co-created, customer-oriented services/interventions through the development...

...George Anghelcev; Mun-Young Chung; Sela Sar; Brittany R.L. Duff Purpose Successful marketing communication campaigns require a thorough assessment of the public's current perceptions and attitudes toward the topic of the campaign. Such insights are most likely attained if a range of research...

... of social marketing and then highlights five “millstones” that are identified as limiting factors. Findings – Social marketing has to be more than just communications, has to be more than a definitional toy, has to break free from the straightjacket of the 4Ps and must reach beyond the well-trodden...

... of positioning, brand and personality in marketing strategy development; and use of the four elements of the marketing mix to tailor offerings, realign prices, increase access and opportunities; and communicate these in an evolving media environment. Findings Ideas about branding and positioning, core...