College students commonly believe their peers engage in higher levels of dangerous drinking than is actually the case. Social norms marketing campaigns attempt to correct these misperceptions, decrease the perceived normative pressure to drink, and thereby drive down high-risk alcohol consumption. In this case study, we critically examined "Done 4," an unsuccessful social norms marketing campai...

The need for social marketing research in the area of breastfeeding is highlighted by the failure of campaigns to increase breastfeeding rates over the past two decades in developed countries. This is despite evidence of the health benefits of longer breastfeeding duration to both baby and mother, and the high levels of expenditure on these campaigns. Whilst past campaign approaches typically f...

Despite the increasing number of companies investing in mobile marketing campaigns, research investigation on the adoption process of mobile marketing from the perspective of consumers has been limited. Although mobile devices are a promising marketing tool, mobile spam (i.e. unsolicited SMS messages) raises privacy concerns relating to the utilisation of the personal and location data used to ...

V marketing is a form of peer-to-peer communication in which individuals are encouraged to pass on promotional messages within their social networks. Conventional wisdom holds that the viral marketing process is both random and unmanageable. In this paper, we deconstruct the process and investigate the formation of the activated digital network as distinct from the underlying social network. We...

Theoretically, Social Networks offer prospective opportunities for marketing activities. Large audiences spend a considerable amount of time in such networks and disclose significant amounts of personal data, which could serve as a foundation for highly targeted online marketing campaigns. However, by now, Social Networks did not actually succeed in turning these potentials into substantial rev...

BACKGROUND Social marketing integrates communication campaigns with behavioural and environmental change strategies. Childhood obesity programs could benefit significantly from social marketing but communication campaigns on this issue tend to be stand-alone. METHODS A large-scale multi-setting child obesity prevention program was implemented in the Hunter New England (HNE) region of New Sout...