The multi-actor perspective of engagement on social media
Sara Shawky, Krzysztof Kubacki, Timo Dietrich, and Scott Weaven
Despite the known benefits offered by social media to create engagement in social marketing programs, scholars have highlighted the need for more evidence-based, practical, and measurable approaches to social media use in social marketing contexts.
Introduction
Social marketing programs have been employed to successfully address a variety of public health and well-being issues, such as the harm caused by alcohol consumption (Kubacki, Rundle-Thiele, Pang, & Buyucek, 2015), physical inactivity...
