Abstract
Having engaged one billion users by early 2006, the Internet is the world’s fastest-growing mass communications medium. As it permeates into countless lives across the planet, it offers social campaigners an opportunity to deploy interactive interventions that encourage populations to adopt healthy living, environmental protection and community development behaviours. Using a classic set of social campaigning criteria, this paper explores relationships between social campaign websites and behavioural change.
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© 2007 Springer-Verlag Berlin Heidelberg
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Cugelman, B., Thelwall, M., Dawes, P. (2007). Can Brotherhood Be Sold Like Soap...Online? An Online Social Marketing and Advocacy Pilot Study Synopsis. In: de Kort, Y., IJsselsteijn, W., Midden, C., Eggen, B., Fogg, B.J. (eds) Persuasive Technology. PERSUASIVE 2007. Lecture Notes in Computer Science, vol 4744. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-77006-0_19
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DOI: https://doi.org/10.1007/978-3-540-77006-0_19
Publisher Name: Springer, Berlin, Heidelberg
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