Table of contents
Fear appeal effectiveness for familiar and unfamiliar issues
Patrick De Pelsmacker, Verolien Cauberghe, Nathalie DensThe purpose of this paper is to investigate the effect of level of graphic threat (weak and strong) and the amount of information (low and high) on message effectiveness for an…
Factors influencing youth alcohol consumption intention: An approach from consumer socialization theory
Franco Manuel Sancho, Maria Jose Miguel, Joaquin AldásThe purpose of this paper is to analyze, within the consumer socialization theory framework, the influence of three socialization agents (parents, peers and advertising as part of…
Applying the dialogic theory to social networking sites: Examining how university health centers convey health messages on Facebook
Richard D. Waters, Rachel R. Canfield, Jenny M. Foster, Eva E. HardyThe purpose of this paper is to examine how US universities' health centers are using dialogue and engagement on social networking sites to educate students and their followers…
Evidence of IMC in social marketing
Jacinta Hawkins, Sandy Bulmer, Lynne EagleThe purpose of this paper is to argue that integrated marketing communications (IMC) must be used in social marketing, like it is in commercial marketing, by illustrating that IMC…
Profits and perspectives: advertising, social marketing, and public health
Michael Mackert, Brad LoveThe purpose of this paper is to highlight the potential value that direct‐to‐consumer (DTC) prescription drug advertisements can provide to social marketers as examples of…
ISSN:
2042-6763Online date, start – end:
2011Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Ann-Marie Kennedy