Social Marketing and Advertising in the Age of Social Media

New Horizons in Marketing series

Edited by Lukas Parker, School of Media and Communication and Linda Brennan, Professor of Advertising, School of Media and Communication, RMIT University, Australia

This book provides much-needed insight into current social marketing and advertising practices. The authors offer a framework for social marketing, before exploring the mechanics of social media and present marketing strategy. Chapters cover the use of both positive and negative emotions in social marketing and advertising, and explore the ethical challenges associated with the practice in the age of social media.

‘This is something that is long overdue – a full reference work offering contemporary insight into a confusing relationship between social marketing and social media marketing. Where other publications provide only basic practical “how-to” guides on social media, this both scholarly and extremely readable book is a “must read” for social marketers wanting to include social media in their behaviour change communication toolkit and communication practitioners trying to harness the power of social media for the social good.’
– Krzysztof Kubacki, Auckland University of Technology, New Zealand

‘If you want people to change you need to give them a reason why. Telling stories and use of humour are powerful mechanisms that connect people. This book delivers tools and frameworks you can apply to bring people with you.’
– Sharyn Rundle-Thiele, Griffith University, Australia

‘There are three important contributions this book can make to enhancing the practice of social marketing: it stresses the impact of a systems approach to behaviour change; it advocates for consideration of upstream and midstream audience strategies; and it makes a strong case for social and cultural change to support individual behaviour change.’
– Nancy R. Lee, Social Marketing Services, Inc., US