New book: Social Marketing and Advertising in the Age of Social Media

Dr Lukas Parker and Professor Linda Brennan are launching their latest book Social Marketing and Advertising in the Age of Social Media through Edward Elgar Publishing. Reviewing and analysing the most relevant concepts, theories and strategies related to the field, this timely book reveals what makes for strong social marketing and social advertising campaigns. With a comprehensive understanding of social advertising models and their applications, chapters present original case studies and scenarios from international researchers to illustrate strategies and concepts in practice.

Exploring the mechanics of social media, contributors highlight what makes a successful campaign. They evaluate the use and impact of emotions in social power, exploring the power of storytelling, whilst weighing ethical implications.

‘If you want people to change you need to give them a reason why. Telling stories and use of humour are powerful mechanisms that connect people. This book delivers tools and frameworks you can apply to bring people with you.’

Sharyn Rundle-Thiele, Griffith University, Australia

The book covers important and upcoming areas of interest in the field including the rise of social media influencers, the use of memes, the functionality of social media, and the use of fear, guilt and shame in communications campaigns as well as positive emotions.

‘There are three important contributions this book can make to enhancing the practice of social marketing: it stresses the impact of a systems approach to behaviour change; it advocates for consideration of upstream and midstream audience strategies; and it makes a strong case for social and cultural change to support individual behaviour change.’

Nancy R Lee, Social Marketing Services, Inc., USA

This book will assist marketing academics and practitioners in the development of successful campaigns as it highlights not only what these campaigns look like, but also why they achieve success. It will also prove an excellent guide for government organisations and public policy makers interested in using social marketing for health promotion and social change.

The book includes contributions from Ella Charazy, John Dingeldei, Michaela Jackson, Phillip Morgan, Dang Nguyen, Nhat Tram Phan-Le, Tej Pochun, Lynn Poole and Johanna E. Prasch.

It is available in Hardback and Digital formats.