the paper seeks to identify starbuck's experience in using social media, understand how social media is linked to customer knowledge management, and assess how social media services could have contributed to starbucks success. starbucks demonstrates versatility to engage customers and support different part of customer knowledge management strategy through various social media platforms, such a...

Globally, unmet need for family planning remains high, branded or franchised clinics, pharmacies or drug sellers or and in developed and developing countries alike, women and men face challenges accessing both accurate information about contraception and contraceptive supplies. Contraceptive social marketing programs offer creative, effective and successful strategies to provide reproductive he...

Despite progressive preventative techniques, intervention programs, and guidelines to help reduce breast cancer mortality, African American women (AAW) remain affected by breast cancer in greater numbers compared to Caucasians. As rates of breast cancer mortality continue to increase among AAW, a greater need for change emerges, which should include crafting culturally specific social marketing...

OBJECTIVES The purpose of the study was to identify and understand social media usage behaviour of dentists in South Africa, in general and in particular as part of their marketing strategy and to consider the potential determinants associated with these behaviours. METHODS Dentists who are members of the South African Dental Association were requested to anonymously complete an online questi...

This study proposes an approach to identify the core target group of users who will maximize the outcomes of online social network marketing (SNM) programs through a digitized Word-of-Mouth (WOM) marketing. We first compare methods based on topological measures such as random, inand out-degree measures to evaluate the influence of a certain user to other users within the social network. Then a ...

As social media has increased the reach and speed of electronic word-of-mouth (eWOM), so it has intensified customers’ exposure to negative eWOM. Consequently, companies increasingly suffer from massive outbursts of negative eWOM, known as online firestorms. Because of their dynamics, it is nearly impossible to stop online firestorms if their emergence is not detected promptly. However, well-fo...

This article examines the applicability of marketing concepts to social causes and social change. Social marketing is defined as the design, implementation, and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution and marketing research. Wiebe examined four social advertising campa...

UNLABELLED Collaborative care models for depression in primary care are effective and cost-effective, but difficult to spread to new sites. Translating Initiatives for Depression into Effective Solutions (TIDES) is an initiative to promote evidence-based collaborative care in the U.S. Veterans Health Administration (VHA). Social marketing applies marketing techniques to promote positive behavio...