Innovations in Social Marketing and Public Health Communication: Improving the Quality of Life for Individuals and Communities [Hardcover]

This volume presents the most current theoretical advances in the fields of social marketing and public health communications. The volume is divided in two parts. Part 1 contains chapters pertaining to research and theory reflecting improvements and contributions to theories that help improving quality of life. It includes literature reviews, conceptual research and empirical studies on social marketing communications, models to understand individuals risky behaviors, and how to improve social interventions. The second part emphasizes applied research, consisting of best practices, applied experiments, and case studies on social marketing innovative practices with implications for quality of life. ?Part I. Theoretical Developments.- Chapter 1. Formulating Effective Social Marketing and Public Health Communication Stategies; Walter Wymer.- Chapter 2. Using Publicity to Enhance the Effectiveness of a Child Obesity Prevention Program; Simone Pettigrew, Lisa Weir, Mark Williams and Sharyn Rundle-Thiele.- Chapter 3. Digital Innovation in Social Marketing: A Systematic Literature Review of Social Marketing Interventions Using Digital Channels for Engagement; Krysztof Kubacki, Sharyn Rundle-Thiele, Lisa Schuster, Carla Wessels, Naomi Gruneklee.- Chapter 4. Does context matter??Australian Consumers Attitudes to the Use of Messages and Appeals in Commercial and Social Marketing Advertising; Sandra Jones and Katherine Eagleton.- Chapter 5. Internal Social Marketing, Servicescapes?and Sustainability: A Behavioural Infrastructure Approach; Linda Brennan, Wayner Binney and John Hall.- Chapter 6. Faces of Power, Ethical Decision Making and Moral Intesity; Jan Brace-Govan.- Chapter 7. Social Influence and Blood Donation: Cultural Differences between Scotland and Australia; Rebekah Russell-Bennett, Geoff Smith, Kathleen Chell and Jennifer Goulden.- Chapter 8. On Dreching the Massive, Mature Tourist Destinations in the Sunny and Sandy Social Marketing Innovation; Gonzalo Diaz Mel•