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Keywords: Framing
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Journal Articles
Journal:
Journal of Social Marketing
Journal of Social Marketing (2017) 7 (2): 188–204.
Published: 10 April 2017
...Kate Daellenbach; Joy Parkinson Purpose The elaboration of framing in social movement theory offers a different perspective than is typically taken in social marketing. This paper explores how social marketing may benefit from this alternate lens. Design/methodology/approach The construction...
