A diffusion planning mechanism for social marketing

Li, Yung-Ming; Lai, Cheng Yang; Lin, Lien Fa

doi:10.1016/j.im.2016.12.006

Cited by 34 publications

(13 citation statements)

References 39 publications

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“…Price is one of the most important elements of social marketing. Tn the he majority of social marketing intervention, price is not about nancial behavior and it may appear as time, endeavor, physical obstacles, and the like [47].…”

Section: Discussionmentioning

confidence: 99%

Developing an Interventional and Educational Program Based on Social Marketing Approach to Increase Regular Physical Activity in Girl Students: A Qualitative Study

Moeini¹,

Rezapur-Shahkolai²,

Heidarimoghadam³

et al. 2021

Preprint

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Background : Physical activity is one of the key factors in children and teenagers’ health. The present paper follows a qualitative approach to identify subjects’ viewpoints about regular physical activity and determine approaches to promote it based on social marketing mix. Methods: The study was carried out as a qualitative content analysis study in 2020 in Kermanshah city, Iran . Totally, 23 students as the main participants along with five parents and four physical trainers were selected through purposive sampling. After data analysis and extraction of primary codes, four categories emerged based on the elements of social marketing mix (product, price, place, and promotion) along with subcategories.Results: The majority of participants emphasized on the advantages namely prevention of chronic diseases, physical fitness, increased concentration, better learning performance, and a decrease in depression. They noted that they preferred a happy and friendly environment for doing physical activity. The teenagers listed fitness clubs, the media, and social media as preferred places to receive educational messages. Conclusion: The results showed that physical activity in teenagers was affected by personal, environmental, and social obstacles. The results gave an insight and a deeper knowledge about values and motivations in teenagers that affect their decision to do regular physical activity.

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Section: Discussionmentioning

confidence: 99%

Developing an Interventional and Educational Program Based on Social Marketing Approach to Increase Regular Physical Activity in Girl Students: A Qualitative Study

Moeini¹,

Rezapur-Shahkolai²,

Heidarimoghadam³

et al. 2021

Preprint

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“…Foram encontrados também artigos que focavam na escolha do influencer, propondo modelos e características para as quais as organizações devem se atentar. Os modelos sugerem mensurar a eficiência na escolha de um digital influencer por meio da taxa de cliques, a avaliação (5 estrelas) e as mensagens enviadas (Li, Lai & Lin, 2017) e mensurar a força de alianças entre marcas, de acordo com o poder das mídias sociais das marcas parceiras em relação aos seus produtos (Kupfer et al, 2018). Kumar e Mirchandani (2012) propõem sete passos para garantir o sucesso de campanhas de marketing envolvendo influencers e, entre eles, está a disseminação de mensagens positivas e verificação da congruência entre eles e o produto ofertado.…”

Section: Redes Sociaisunclassified

Influenciadores Digitais E Branding: Uma Revisão Bibliométrica E Sistemática Do Campo No Período De 1945-2019

Barbosa¹,

Ferreira²,

Christino³

2022

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Objetivo: Mapear e avaliar o campo de estudo dos influenciadores digitais e do branding, para fornecer uma visão global das pesquisas que reúnem os dois temas e para propor agendas de pesquisas futuras baseadas nas lacunas evidenciadas ao término das análises. Design/metodologia/abordagem: revisão bibliométrica, utilizando a base Web of Science, em um período de publicações de 1945 até 2019. Revisão sistemática utilizando a análise temática. Resultados: Foi possível mapear as principais palavras-chave indexadas, os principais polos de pesquisa e de publicação, clusterizar as principais referências sobre os termos pesquisados, bem como organizar o conhecimento disperso de forma sistemática e identificar oportunidades de pesquisa embasadas no conhecimento acumulado. Implicações teóricas: Essa revisão sistemática contribui teoricamente ao entregar evidências sistemáticas para o desenvolvimento global da temática escolhida; ao estabelecer tendências de pesquisa obtidas com a junção da análise bibliométrica e sistemática; ao identificar lacunas de pesquisa e propor pesquisas futuras. Originalidade: O trabalho tem sua originalidade por ser o pioneiro, salvo melhor juízo, a realizar uma revisão bibliomérica e analisar sistematicamente artigos que versam sobre estratégias de branding e digital influencers, campo esse que vem adquirindo relevância mercadológica e publicitária, impulsionado pela expansão das redes sociais e seu papel na tomada de decisão de compra das pessoas.

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“…Currently, the techniques for diffusion path analysis (DPA) include citation-based analyses [121−123] , social network analysis [123,124] , diffusion long short-term memory (diffusion-LSTM) for predicting image diffusion path [125] , main path analysis [124] , reactive diffusion process [126] , etc. Applications include innovation discovery [123] , enterprise management [127] , word-of-mouth marketing [128] , etc.…”

Section: Diffusion Path Analysesmentioning

confidence: 99%

Evolutionary Computation in Social Propagation over Complex Networks: A Survey

Zhao

Chen

et al. 2021

Int. J. Autom. Comput.

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Social propagation denotes the spread phenomena directly correlated to the human world and society, which includes but is not limited to the diffusion of human epidemics, human-made malicious viruses, fake news, social innovation, viral marketing, etc. Simulation and optimization are two major themes in social propagation, where network-based simulation helps to analyze and understand the social contagion, and problem-oriented optimization is devoted to contain or improve the infection results. Though there have been many models and optimization techniques, the matter of concern is that the increasing complexity and scales of propagation processes continuously refresh the former conclusions. Recently, evolutionary computation (EC) shows its potential in alleviating the concerns by introducing an evolving and developing perspective. With this insight, this paper intends to develop a comprehensive view of how EC takes effect in social propagation. Taxonomy is provided for classifying the propagation problems, and the applications of EC in solving these problems are reviewed. Furthermore, some open issues of social propagation and the potential applications of EC are discussed. This paper contributes to recognizing the problems in application-oriented EC design and paves the way for the development of evolving propagation dynamics.

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A diffusion planning mechanism for social marketing

Cited by 34 publications

References 39 publications

Developing an Interventional and Educational Program Based on Social Marketing Approach to Increase Regular Physical Activity in Girl Students: A Qualitative Study

Developing an Interventional and Educational Program Based on Social Marketing Approach to Increase Regular Physical Activity in Girl Students: A Qualitative Study

Influenciadores Digitais E Branding: Uma Revisão Bibliométrica E Sistemática Do Campo No Período De 1945-2019

Evolutionary Computation in Social Propagation over Complex Networks: A Survey

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