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Keywords: Two-stage taxonomy
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Journal Articles
Journal:
Journal of Social Marketing
Journal of Social Marketing (2024) 14 (1): 4–25.
Published: 31 October 2023
... of funding was considered an important factor in measuring success. This study provides a two-stage taxonomy to better understand success in social marketing. Originality/value To the best of the authors’ knowledge, this study is one of the first to conceptualize success in social marketing practice...
