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The purpose of this paper is to observe consumers’ attitudes toward and intentions to purchase green products on social media and to explore the relationships among social media marketing, perceived consumer effectiveness (PCE), product knowledge, subjective norms, perceived behavioral control, price consciousness and attitudes toward and intentions to purchase green products. In addition, this research attempts to further understand these relationships in different consumer groups.

A questionnaire survey method was used to collect data from consumers in China. The Amos 22.0 software package was used to conduct the data analysis.

The empirical results suggest that attitude, subjective norms and perceived behavioral control positively affect purchase intentions, while price consciousness negatively affects purchase intentions. Product knowledge positively affects consumers’ attitudes and purchase intentions, and PCE positively affects consumers’ attitudes. As expected, social media marketing positively affects subjective norms, product knowledge and PCE and negatively affects price consciousness. However, there is no significant relationship between PCE and purchase intentions. According to the results of multigroup structural equation modeling analysis, the effects differ significantly among different consumer groups.

This study enriches the research about the factors that influence consumers’ purchases of green products in emerging countries in the social media marketing context.

Social marketing has evolved differently in the developing and developed worlds, at times leading to different emphases on what social marketing thought and practice entail. This paper aims to document what those differences have been and provide an integrative framework to guide social marketers in working with significant social and health issues.

An integration of views about social marketing is proposed that is focused on the core roles of audience benefits; analysis of behavioral determinants, context and consequences; the use of positioning, brand and personality in marketing strategy development; and use of the four elements of the marketing mix to tailor offerings, realign prices, increase access and opportunities; and communicate these in an evolving media environment.

Ideas about branding and positioning, core strategic social marketing concerns, have been better understood and practiced in developing country settings. Social marketing in developing countries has focused much more on products and services, with a concomitant interest in pricing and distribution systems. In developed countries, social marketing has too often taken the 1P route of using persuasive communications for behavior change. The integrative framework calls for an expansion of social marketing to product and service development and delivery, using incentives and other behavioral economic concepts as part of the price element, and extending place as both an access and opportunity idea for behaviors, products and services.

The framework pulls together social marketing ideas and practices from the diversity of settings in which they have been developed and allows practitioners and academics to use a common set of concepts to think about and design social marketing programs. The model also gives social marketers more latitude in how to use price and place in the design of programs. Finally, it also provides a platform for how we approach social change and public health in the years ahead through market‐based reform.

Five challenges to social marketing are identified – achieving equity, influence of social networks on behaviors, critical marketing, sustainability, scalability and the need for comprehensive programs – that may serve to focus and coalesce social marketing research and practice around the world.

The purpose of this study is to examine the importance of relationship marketing and particularly customer trust in energy-efficiency labels in social marketing interventions geared towards energy-efficient consumption.

A conceptual model was empirically tested on a sample of 517 users of electronic appliances living in South Africa. The study involved a cross-sectional design, and data were collected via a self-administered survey. Structural equation modelling and mediation analysis were used to test the hypothesised relationships.

The results indicated that customer trust is influenced by customers’ perception of the price and quality of energy-efficiency products, their attitude towards such products and their level of satisfaction with the environmental performance of the products. Customer trust, in turn, showed a positive influence on the customers’ intention to purchase energy-efficiency products and their loyalty to such products. As a central variable, customer trust was found to be an important mediator in the conceptual model.

The findings provide social marketers with important insights on the critical role that customer trust plays in achieving a long-term behavioural shift towards energy-efficient consumption.

Focusing on customer trust in energy-efficiency labels, this study provides empirical evidence of the mediating role of trust in influencing the intention to purchase and the decision to remain loyal to eco-friendly products. Moreover, this paper provides greater clarity on various levers to be activated to enhance the trust that customers have in energy-efficiency labels.

The purpose of this study is to investigate the effects of corporate social responsibility on customer satisfaction, loyalty and repurchase with or without cause-related marketing or cause marketing across Islamic companies.

An experimental survey of Iranian university students was conducted to investigate the customer satisfaction, loyalty and purchase intention with companies using social marketing methods such as corporate social responsibility along with cause marketing and cause-related marketing. A total of 400 usable surveys were obtained in SRBIA University of Tehran, while possessing the greatest ability to consume more hoteling services companies and mobile producers beyond Iranian students.

The results indicated that through an experimental research by including social marketing in products or service companies such as mobile producers and hotel services companies in Iran (as an Islamic country), there are same levels of loyalty and repurchase intentions, but different levels of customer’s satisfaction. Furthermore, the authors found out there is no significant difference regarding the effect of cause marketing and cause-related marketing on loyalty and repurchase intentions. Also, it is different on customer’s satisfaction given the company type.

The sampling frame for this research was limited to students in one of Iran capital city universities. The results are not exactly generalized to all the populations for Iranian product or service consumers. Also, the sampling methods used in this research might have generated bias due to time and resources constraints. So, it is recommended for future studies to consider broader samplings more than university students and beyond only the consumers of international product or service companies.

No study has used corporate social responsibilities to explain customer satisfaction while providing cause marketing and cause-related marketing as corporate social marketing in service companies influencing the customer loyalty and repurchase intentions.

This paper aims to attempt to investigate and test the factors related to social media advertisement that could forecast the intention to subscribe to Islamic banking products in Malaysia.

The research framework used in this study is guided by the Unified Theory of Acceptance and Use of Technology (UTAUT). The questionnaire method was used to collect data from 360 social media users and partial least square (PLS) analysis was carried out for the model’s validation.

The analytical results showed that perceived relevance, informativeness and perceived expectancy were found to have a statistical relationship with the purchase intention of Islamic banking products via a social media platform.

The study offers a practical implication in which the findings prove as helpful means for Islamic financial institutions to discover paramount techniques to retain existing customers and at the same time encourage potential new customers to subscribe to their products.

Deficiency of research focusing on social media marketing, especially the incorporation of the UTAUT model was observed in the literature. Thus, this paper offers additional literature on social media marketing and elucidates their role in Islamic banking industry, particularly from the Malaysian context. This research is considered to be among the primary attempts to examine the drivers of social media marketing and customers’ intention to subscribe to Islamic banking products in Malaysia.

First, this study aims to focus on the promotional part of the Indian handicraft products through various social media platforms such as Facebook, Twitter, Instagram and YouTube. Second, the study measures the effectiveness of social media marketing activities (SMMA) relating to handicraft products on brand awareness, brand image and brand equity. Third, this study also measures the impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products.

This study used an offline questionnaire to conduct empirical research and collected and analyzed data of 609 samples by using the structural equation modeling approach.

The findings of this study showed that SMMA relating to handicraft products had a very strong impact on creating both brand awareness and brand image in the social media environment. Additionally, this study also exhibited a positive and significant impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products in the social media environment.

The outcome of this research will definitely motivate the handicraft industry to have a strong social media presence on various platforms for promoting their products across India and outside. Further, the promotional activities in various social media platforms will help in creating awareness about the handicraft products and give brand recognition among other industrial competitive brands which will consequently lead to an increase in the demand for these products.

The novelty of this study is that it has made an initial attempt to study the marketability of handicraft products using various social media platforms and also has measured the probable impact of SMMA relating to handicraft products on brand awareness and brand image and their impact on brand equity and purchase intention.

In this paper, the authors aim to contend that the 4Ps of social marketing have been stretched beyond breaking point. Originally designed for social marketing mixes that contained products and prices, the social marketing 4Ps are no longer fit for purpose in an age where social marketing interventions are so wide ranging. There is an urgent need for a replacement – a model that helps social marketers with the process of choosing an appropriate intervention design to fit the particular behaviour change problem faced. Here, the authors propose a model, the COM-SM framework, that connects social marketing programme types with the “capability, opportunity, motivation” model of behaviour.

This article is based on critical review of the efficacy of the 4Ps model in helping managers design social marketing programmes, followed by the conceptual development of an alternative.

Using some typical scenarios, it is contended that the COM-SM model better enables the marketer to adapt their designs to fit the behavioural challenges that they face.

The COM-SM model reworks the association between behaviour change insights and the social marketing mix, proposing a new way of designing social marketing interventions.

This paper aims to understand how experiential value can generate awareness, image, perceived quality and loyalty to the moderate drinking brand. Electronic games are increasingly used by social marketers in an attempt to support target audiences uptake of social behaviours. However, little is known of the value this creates for target audiences and its impact on the uptake of a social behaviour brand.

A survey of male adolescents (n = 137) was conducted to test proposed relationships between experiential value and consumer-based brand equity dimensions. The research tested the game “Don’t Turn a Night Out into a Nightmare” that was developed by the Australian Federal Government as part of a social marketing campaign. Data were analysed using linear regression and MANCOVA.

The findings indicate that there are significant relationships between consumer-based brand equity dimensions for the social behaviour brand of moderate drinking, indicating relevance of a commercial marketing theory for social marketing. Furthermore, findings show that different combinations of experiential value dimensions have an impact on different components of consumer-based brand equity. These findings indicate that when social marketers are developing electronic games, they must create different combinations of value in game play to achieve awareness, positive image, high perceived quality and, ultimately, loyalty to a behaviour.

Social marketers seeking to use electronic games to influence the uptake of behaviour brands such as moderate drinking must provide a more complete value package.

This paper is the first to examine how experiential value can influence the creation of brand equity for a social behaviour brand.

The purpose of this paper is to examine the use of social marketing principles in Web 2.0 commercial and social marketing campaigns.

A literature review and online search were conducted to document the types of products and behavior change initiatives being marketed on Web 2.0 platforms. Case studies from commercial and social marketing were critically reviewed to determine whether they exhibited one or more of the principles of social marketing.

Results demonstrated that social marketers can employ the following social marketing principles to successfully design and implement a Web 2.0 campaign: consumer orientation, behavior change, market segmentation and targeting, mixed methods, exchange and competition.

The findings present originality and value to social marketers who want to effectively integrate, expand and apply Web 2.0 channels to meet their behavior change goals.