Campaigns
Online Campaigns
A brief history of social marketing and the Internet | 
The roots of social marketing date back to the 1950s, when one psychologist argued that the more non-profit organizations communicated like for-profit marketers, the better their prospects for success. Then during the 1960s, practitioners in developing countries and marketing academics set the stage for the emerging field. Social marketing was formally launched in the 1970s; searched for an identity in the 1980s; and had found a unique niche by the 1990s. By 2000, social marketing was considered an established field; it now continues to grow and evolve.
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Web analytics, behavioural change and Social Return on Investment (SROI) |
In this discussion, we explore the feasibility of applying e-marketing web analytics and concepts to online social marketing interventions and e-Research initiatives. E-marketers frequently use web data, analytics packages and financial measures to optimize websites for customer engagement and sales. Although many online social marketers already use web analytics tools, they do not seem to conduct online social marketing with the same costing and behavioural frameworks used on e-commerce websites. |
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Online Interventions for Social Marketing Health Behavior Change Campaigns: A Meta-Analysis of Psychological Architectures and Adherence Factors
The result of a two-year study, this paper draws on scientific papers to assess the impact of psychological website design on users' behaviour. It provides a template for practitioners wishing to design websites that can influence how people think and act.
Communication-Based Influence Components Model
This paper presents a model used to describe the psychology of online behavioural change interventions. It then shows how the model works by describing the common features in over thirty online behavioural change websites.
The dimensions of website credibility and their relation to active trust and behavioural impact
This research paper examines the relationships between website credibility, users' trust, and their willingness to be more involved in a social campaign. It examines the dimensions of website credibility and discusses how to design stronger online campaigns.
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