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.)
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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