IDEAS home Printed from https://ideas.repec.org/p/nsu/apasro/187.html
   My bibliography  Save this paper

An Exploratory Study of Online Social Marketing Campaigns: Content and Functional Dimensions

Author

Listed:
  • Gurau, Calin
  • Ranchhod, Ashok

Abstract

Nowadays marketing has become an effective tool not only for business organisations but also for influencing and changing social behaviour. On the other hand, the advent of the Internet as a flexible, dynamic and interactive channel of communication has opened new possibilities for communication and social interaction. The social marketing campaigns can take advantage of this new and increasingly popular medium, adapting the theoretical principles of behaviour change theories to the specificity of Internet communication. The present study attempts to investigate the potential application of electronic commerce principles and tools to social marketing campaigns. In doing this, it fills a gap in the social marketing research and theory, and opens the way for a better understanding of e-marketing techniques that can be applied in social marketing campaigns.

Suggested Citation

  • Gurau, Calin & Ranchhod, Ashok, 2010. "An Exploratory Study of Online Social Marketing Campaigns: Content and Functional Dimensions," Apas Papers 187, Academic Public Administration Studies Archive - APAS.
  • Handle: RePEc:nsu:apasro:187
    as

    Download full text from publisher

    File URL: http://www.apas.admpubl.snspa.ro/handle/2010/210
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:nsu:apasro:187. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ani Matei (email available below). General contact details of provider: https://edirc.repec.org/data/fasnsro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.