... al., 2020). Numerous communications campaigns have been launched on social media to increase demand for vaccines (Evans and French, 2021 ; Athey et al., 2023 ; Breza et al., 2021). Many appealed to social norms, such as protecting one’s community, to influence people’s...

... of similarity. Tom Bowden-Green is the corresponding author and can be contacted at: tom.bowden-green@uwe.ac.uk Although Bandura’s triadic model demonstrates the importance of personal as well as environmental determinants (Bandura, 2001), communicators tend to focus on the creation of observable...

... Communication Behaviour change Source credibility Public health There have also been a number of publications reporting the importance of source credibility in pre-testing social marketing campaign messages and/or experimental situations (e.g. Pace et al., 2016 ; Hussein et al...

...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...

... as well as other elements of the marketing mix, which are critical features of ISMC (Dahl, et al., 2015 ; Kitchen et al., 2004). © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Environmental sustainability Communication...

...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...

... can be contacted at: romain.guignard@santepubliquefrance.fr 10 07 2018 28 01 2019 06 05 2019 16 05 2019 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Public health Partnership Communication Social marketing Smoking...

...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...