Allyson Dooley, Jennifer; C. Jones, Sandra; Iverson, Don - In: Journal of Social Marketing 2 (2012) 3, pp. 207-221
Purpose – The purpose of this paper is to examine the use of social marketing principles in Web 2.0 commercial and social marketing campaigns. Design/methodology/approach – A literature review and online search were conducted to document the types of products and behavior change initiatives...