Digital innovation in social marketing: A systematic literature of interventions using digital channels for engagement
Kubacki, Krzysztof, Rundle-Thiele, Sharyn, Schuster, Lisa, Wessels, Carla, & Gruneklee, Naomi (2015) Digital innovation in social marketing: A systematic literature of interventions using digital channels for engagement. In Wymer, Walter (Ed.) Innovations in Social Marketing and Public Health Communications: Improving the Quality of Life for Individuals and Communities. Springer, New York, pp. 49-67.
Social marketing uses commercial marketing techniques to deliver interventions for social benefit in order to improve quality of life for individuals and communities. Behaviour change is the primary objective of social marketing interventions (Andreasen 2002). The aim of this systematic review is to provide insight into social marketing interventions and their evaluations published in peer-reviewed journals so as to identify the key elements of social marketing employed by these interventions. as well as understand the use of digital channels for engagement.
Impact and interest:
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|Item Type:||Book Chapter|
|Keywords:||Digital, Social Marketing, Systematic Literature Review|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
|Deposited On:||23 Nov 2015 23:13|
|Last Modified:||19 Jan 2016 21:53|
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