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Strategic Social Media: From Marketing to Social Change

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1

Introduction

  • Reference
2

The Foundational Principles of Behavior Change

  • Introduction
  • Bridging Communication Theories and Social Media Practices
  • Linear Communication Models to Transactional Processes
  • Marketing and Behavior Change Theory
  • Summary
  • References
3

Information Diffusion

  • Introduction
  • Diffusing Your Message
  • Web 1.0 to Web 2.0 Technology Structure
  • Transparency, Control, and Public Relations
  • Summary
  • References
4

Establishing Community

  • Introduction
  • Community Development Theory
  • Behavior Change and the Power of Social Networks
  • Brand Authenticity
  • Summary
  • References
5

Mobilizing Your Users

  • Introduction
  • Social Media Mobilization
  • The Power of User‐Generated Content
  • Offline Brand Advocacy
  • Summary
  • References
6

Social Media Uses

  • Introduction
  • Transforming Passive Audiences to Participatory Users
  • Predicting Social Media Use
  • Social Media User Profile
  • Summary
  • References
7

Active Within Structures

  • Introduction
  • Active Within Structures
  • The Role of Structure
  • Recognizing Constrained Active Choices
  • Summary
  • References
8

Social Media Messages for Engagement

  • Introduction
  • The Theory of Dialogic Communication
  • Social Media Engagement and Virtual Communities
  • The Dialogic Loop
  • Summary
  • References
9

Social Media for Personal Branding

  • Introduction
  • Personal Branding
  • Public/Private Identity
  • Omnichannel Personal Marketing
  • Summary
  • References
10

The Long Tail and Social Media Business Models

  • Introduction
  • Theory of the Long Tail
  • Developing a Business Model
  • One Business Model Doesn’t Fit All
  • Summary
  • References
11

Social Media Marketing Strategies

  • Introduction
  • Transitioning from Traditional Marketing
  • Applied Strategic Theory
  • Branded Social Experience
  • Summary
  • References
12

Mobile Marketing and e‐Commerce

  • Introduction
  • Mobile Digital Projections
  • Peer Influence and a Shared Social Journey
  • Generating Return Visits
  • Summary
  • References
13

Evaluating Social Media Marketing

  • Introduction
  • Current Social Media Marketing Measurements
  • Building on the Focus Group
  • Audience Reception Approach
  • Summary
  • References
14

Social Media for Social Behavior Change

  • Introduction
  • We First
  • Role of the User
  • Identification Through Social Behavior
  • Summary
  • References
15

Social Media and Health Campaigns

  • Introduction
  • Activation Theory of Information Exposure
  • Health Belief Model
  • Mobile Reach
  • Summary
  • References
16

Social Media and Civic Engagement

  • Introduction
  • Historical Shifts of Civic Engagement
  • Civic Engagement and the Individual Self
  • Technology and Political Communication
  • Summary
  • References
17

Communication for Development

  • Introduction
  • Exploring Communication for Development
  • Modernization, Dependency, and Participatory Approaches to Behavior Change
  • Opportunities and Challenges of Communication for Development Approaches
  • Summary
  • References
18

Social Media and Entertainment–Education

  • Introduction
  • Theoretical Underpinnings of Entertainment–Education
  • Entertainment–Education and Public Health
  • MARCH Model of Behavior Change
  • Summary
  • References
19

Social Media in a Post‐convergence Era

  • Introduction
  • The Culture of Convergence
  • Remediation Theory
  • Integrating Social Media in a Post‐convergence Era
  • Summary
  • References
20

Arguing for a General Framework for Social Media Scholarship

  • Introduction
  • The Six Paradigms of Communication Theory
  • A General Framework for Mass Media Scholarship
  • Key Intersections of Social Media Scholarship
  • Summary
  • References
21

The Future of Social Media

  • Introduction
  • The Future Social Media Landscape
  • Artificial Intelligence (AI)
  • Opportunities and Concerns
  • Conclusions in the Future Social Media Landscape
  • Summary
  • References

Strategic Social Media: From Marketing to Social Change

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