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Social Marketing and Social Change: Strategies and Tools For Improving Health, Well-Being, and the Environment
book

Social Marketing and Social Change: Strategies and Tools For Improving Health, Well-Being, and the Environment

by R. Craig Lefebvre
February 2013
Intermediate to advanced content levelIntermediate to advanced
592 pages
16h 47m
English
Jossey-Bass
Content preview from Social Marketing and Social Change: Strategies and Tools For Improving Health, Well-Being, and the Environment

Chapter 12

Social Technologies for Social Marketing and Social Change

The essence of social media lies in its intrinsic capability to facilitate collaborations and interactions among others. (Image courtesy of the author.)

image

Learning Objectives

  • Identify five fallacies that underlie many approaches to using social media to change individual behaviors.
  • Describe the changes in approach that are necessary to shift from traditional communication and intervention models to ones that capitalize on the strengths of social technologies.
  • Discuss how social technologies influence social marketing strategic options.
  • Illustrate the use of mobile technologies ...
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Publisher Resources

ISBN: 9781118235249Purchase book