This essay explores how the concept of social marketing can be employed to change attitudes towards leprosy. Firstly, the concept of social marketing is discussed, then the attitudes that people have about leprosy, the stigma that people with leprosy and their families may face, and the detrimental effects that this can have on their lives. The effect of knowledge and education on attitudes tow...

This article explores how environmental regulation may be improved through the use of community-based social marketing techniques. While regulation is an important tool of sustainability policy, it works upon a limited range of behavioural ̳triggers‘. It focuses upon fear of penalty or desires for compliance, but individual behaviour is also affected by beliefs and values, and by perceived oppo...

A company can experience various benefits and effects on business performance from advertising on a social networking site, including an increase in its number of fans and advertisement views and/or an increase in sales and return on investment (ROI). While some companies find Facebook an effective platform for social networking advertisements, others deem it ineffective. These mixed results of...

Marketers leverage multiple media outlets to promote products. There are three media types: paid (e.g., advertising on TV), owned (e.g., company website), and earned (e.g., consumers’ word-of-mouth) media. The effects of individual media channels and the interrelationships within paid media have been examined by prior literature. However, little is known about interplay across different types o...

Social media has fundamentally changed our daily life and drawn many researchers’ attention to investigate the value and strategies of social media. Despite successful examples of social media marketing by firms in practice, there is little scholarly research that investigates whether individuals’ fan base in social media can be translated into real world monetary rewards. Also, most existing s...

Social media offer platforms that anyone can use, giving the opportunity to share information among networks in an easy and interactive way. It is not a surprise that social media marketing has become a primary focus on both digital and traditional revenue models of businesses. In this work, information sharing by users in the context of Twitter is studied, by modeling message’s characteristics...

Electronic Word of Mouth (eWOM) has gained an inescapable attention among both practitioners and academia. Its importance lies in its simplicity yet profound impact on customers’ attitude toward specific brands or goods, and consequently affecting important concepts such as customer loyalty and intention to purchase. Recently Social Networking Sites (SNS) have emerged as platforms to spread eWO...

INTRODUCTION As this year's ISM conference has made clear, alliances between social and commercial marketers – such as CARE's links with Starbucks Coffee, and the Nature Conservancy's work with Georgia-Pacific – have captured the attention and imagination of our field. This is both good and necessary, since such partnerships have the potential to deliver previously unexploited synergies and a w...

Social media is a group of Internet-based applications that allows individuals to create, collaborate, and share content with one another. Practitioners can realize social media's untapped potential by incorporating it as part of the larger social marketing strategy, beyond promotion. Social media, if used correctly, may help organizations increase their capacity for putting the consumer at the...