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Books > Business & Economics > Business & management > Ownership & organization of enterprises > Non-profitmaking organizations
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Social Marketing and Advertising in the Age of Social Media (Paperback)
Loot Price: R882
Discovery Miles 8 820
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Social Marketing and Advertising in the Age of Social Media (Paperback)
Series: New Horizons in Marketing series
Expected to ship within 12 - 17 working days
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Reviewing and analysing the most relevant concepts, theories and
strategies related to the field, this timely book reveals what
makes for strong social marketing and social advertising campaigns.
With a comprehensive understanding of social advertising models and
their applications, chapters present original case studies and
scenarios from international researchers to illustrate strategies
and concepts in practice. Exploring the mechanics of social media,
contributors highlight what makes a successful campaign. They
evaluate the use and impact of emotions in social power, exploring
the power of storytelling, whilst weighing ethical implications.
The book covers important and upcoming areas of interest in the
field including the rise of social media influencers, the use of
memes, the functionality of social media, and the use of fear,
guilt and shame in communications campaigns as well as positive
emotions. This book will assist marketing academics and
practitioners in the development of successful campaigns as it
highlights not only what these campaigns look like, but also why
they achieve success. It will also prove an excellent guide for
government organisations and public policy makers interested in
using social marketing for health promotion and social change.
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