The case for social support in social marketing

The case for social support in social marketing

Purpose – This paper aims to reinforce the arguments for applying the social support concept in social marketing. Design/methodology/approach – This paper aims to conceptually outline the potential positive contribution of social support for social marketing practice as a tool to induce behavior cha...

Full description

Bibliographic Details
Main Authors: Nuno Baptista, Helena Alves, José Pinho
Format: Article
Language:English
Published: Emerald Publishing 2021-08-01
Series:RAUSP Management Journal
Subjects:
social marketing
social support
behavior change
Online Access:https://www.emerald.com/insight/content/doi/10.1108/RAUSP-08-2020-0193/full/pdf?title=the-case-for-social-support-in-social-marketing

Internet

https://www.emerald.com/insight/content/doi/10.1108/RAUSP-08-2020-0193/full/pdf?title=the-case-for-social-support-in-social-marketing

Similar Items