Moving towards healthy: cuing food healthiness and appeal
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DOI: 10.1108/jsocm-03-2019-0038
Abstract: Purpose This paper aims to offer social marketers an innovative method to promote healthy foods. This method demonstrates the effectiveness of indirect communication in attracting consumers to healthy foods. Further, it aims to offer a… read more here.
Keywords: appeal; food healthiness; healthiness appeal; social marketers ... See more keywords
Playing to win: enhancing programme success through more frequent use of competitive analysis
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DOI: 10.1108/jsocm-11-2023-0274
Abstract: Purpose Competition is one of the least used social marketing principles. Yet, an assessment of direct competition is one of the key factors defining social marketing from other behavioural change approaches. This paper aims to… read more here.
Keywords: programme success; competitive analysis; social marketing; competition ... See more keywords