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My bibliography Save this articleUpstream social marketing strategy: An integrated marketing communications approach
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DOI: 10.1016/j.bushor.2017.01.006
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References listed on IDEAS
- Sternthal, Brian & Craig, C Samuel, 1974. "Fear Appeals: Revisited and Revised," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 1(3), pages 22-34, December.
- Brennan, Linda & Binney, Wayne, 2010. "Fear, guilt, and shame appeals in social marketing," Journal of Business Research, Elsevier, vol. 63(2), pages 140-146, February.
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Cited by:
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- Nikita Moiseev & Alexey Mikhaylov & Hasan Dinçer & Serhat Yüksel, 2023. "Market capitalization shock effects on open innovation models in e-commerce: golden cut q-rung orthopair fuzzy multicriteria decision-making analysis," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 9(1), pages 1-25, December.
- Mercy Wanjiru Ngundo & Wanjiku Ng’ang’a Kinyanju & Julius Kahuthia Mwangi, 2020. "Marketing Strategies, Competitive Strategies and Organization Performance of Media Houses in Kenya," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 7(7), pages 177-186, July.
- Agnieszka Izabela Baruk & Grzegorz Wesołowski, 2021. "The Effect of Using Social Media in the Modern Marketing Communication on the Shaping an External Employer’s Image," Energies, MDPI, vol. 14(14), pages 1-23, July.
- William Douglas Evans & Marco Bardus & Jeffrey French, 2024. "A Vision of the Future: Harnessing Artificial Intelligence for Strategic Social Marketing," Businesses, MDPI, vol. 4(2), pages 1-15, May.
- Suhail Ahmad Bhat & Mushtaq Ahmad Darzi & Iqbal Ahmad Hakim, 2019. "Understanding Social Marketing and Well-being: A Review of Selective Databases," Vikalpa: The Journal for Decision Makers, , vol. 44(2), pages 75-87, June.
- Prarawan Senachai & Jakaphun Julsrigival & Raksmey Sann, 2022. "Social Marketing Strategy to Promote Traditional Thai Medicines during COVID-19: KAP and DoI Two-Step Theory Application Process," IJERPH, MDPI, vol. 19(14), pages 1-18, July.
- Rėklaitis Kęstutis & Pilelienė Lina, 2019. "Principle Differences between B2B and B2C Marketing Communication Processes," Management of Organizations: Systematic Research, Sciendo, vol. 81(1), pages 73-86, June.
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Keywords
Marketing strategy; Upstream marketing; Integrated marketing communications; Peripheral audience; Messaging; Social marketing;All these keywords.
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