Part I: Understanding Social Marketing -- Chapter 1 The Big Picture in Social Marketing -- Chapter 2 The Fundamentals of Social Marketing -- Chapter 3 Research and Evaluation in Social Marketing -- Chapter 4 Theory in Social Marketing -- Chapter 5 A Brief History of Social Marketing -- Part II...

Managing data privacy is critical for the development of e-commerce. Consumers face a dichotomy between attitude and behavior in sharing information, leading to the privacy paradox. Despite extensive research, scholars are yet to determine a theoretical basis for the privacy paradox. We...

We develop a simple theoretical model of hygiene levels in close communities. We model a close community as one where typically social costs are imposed on the individuals if they deviate from the community norms. This has a network effect as the utility derived by any individual in a close...

This book, an adaptation of Nancy R. Lee and Philip Kotler's highly successful book Social Marketing: Influencing Behaviors for Good, 4th Edition, is structured around the ten-step marketing planning process that trains and encourages those in positions responsible for influencing public...