...Yan Huang; Hye Jin Yoon Purpose Social media have become an increasingly important venue for prosocial campaigns. Competing for the public’s attention in the digital space is an ongoing challenge. This study aims to test the influence of ad-context congruence, ad position and ad type (i.e. public...

...Sara Shawky; Krzysztof Kubacki; Timo Dietrich; Scott Weaven Purpose Recognising the potential of social media as an integral driver of communication that can create engaged communities through dialogic or two-way conversations, this study aims to identify and describe the use of social media...

... references to social media in the interviews, focus groups and written introspections were compiled and analysed. Findings Results showed social media use stimulates alcohol consumption and alcohol consumption stimulates social media use. Four main themes emerged: social engagement, identity, drinking...

... and role models for teens, such as teachers. Research limitations/implications Data presented are process measures of use and types of use, not outcomes based. Practical implications The use of social media is a worldwide phenomenon, as is drug abuse among teens. Governments across countries can...

... to social marketers who want to effectively integrate, expand and apply Web 2.0 channels to meet their behavior change goals. Jennifer Allyson Dooley can be contacted at: jd711@uow.edu.au © Emerald Group Publishing Limited 2012 Web 2.0 Social media Social marketing Commercial marketing...

... This paper describes current new media trends related to social media and mobile communication technologies and discusses the implications of these technologies for social marketing by exploring examples of their use in commercial marketing, social change, and public health. Findings The rapid growth...