Table of contents
More diversity than celebrity: a typology of role model interaction
Jan Brace‐GovanAn important concept for social marketing, role modelling has rarely been considered in detail. Instead the focus often lies with celebrity endorsement and has tended to be about…
(Re)Writing the body: a prosumption analysis of pregnancy
Beth SundstromTheories of prosumption offer social marketers an opportunity to improve market segmentation strategies and health campaigns by improving understanding of audiences. The purpose…
Using social marketing to encourage teenage mothers to breastfeed
Alan Tapp, Stella Warren, Celia Rhodes, Louise Condon, Janet WithallThis purpose of this paper is to report on a study of the possible role of social marketing in encouraging breastfeeding amongst teenage mothers. UK teenage mothers are…
Homo economicus and social marketing: questioning traditional models of behavior
Hamilton Coimbra Carvalho, José Afonso MazzonThe purpose of this paper is to bring forth the limitations of some important models of cognition and behavior adopted by social marketers and present important findings from…
Peer influence on adolescent snacking
Maria Kümpel Nørgaard, Kathrine Nørgaard Hansen, Klaus G. GrunertThe purpose of this paper is to explore peer influence and the social and symbolic meaning that adolescents (10 to 16 years) attach to snacks; to investigate the relative…
ISSN:
2042-6763Online date, start – end:
2011Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Ann-Marie Kennedy