Social Media and Upstream Social Marketing

Michaela Jackson and Michael Mehmet

Chapter 13 in Beyond the Dark Arts:Advancing Marketing and Communication Theory and Practice, 2023, pp 249-266 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Social media has brought rapid and widespread changes to the way individuals and organisations communicate and interact. This includes the use of social media as a tool for advocacy, activism and support of social movements. While also offering social marketers opportunities to shape upstream environments, discussions of social media’s application to upstream social marketing are nascent. This chapter focuses on how social media can be leveraged by social marketers to encourage change to policy and broader environmental contexts. In particular, the chapter focuses on the practice of social listening — acknowledging both communication and marketing perspectives on this practice. A case where social media has played a key role in fostering and delivering policy change is presented to illustrate these concepts. The chapter closes with a discussion of ethical challenges and considerations associated with using social media for upstream social marketing.

Keywords: Advertising; Behaviour Change; Communication; Data-driven Advertising; Data-Driven Marketing; Digital Advertising; Digital Marketing; Digital Media Studies; Macromarketing; Marketing; Marketing Communications; Social Change; Social Impact; Social Marketing; Social Media; Social Media Marketing; Social Responsibility; Socially-Responsible Communication; Socially-Responsible Marketing; Sustainability; Sustainable Development Goals; SDG; Social Advertising; AI; Artificial Intelligence; Behavioural Ecological Model; Big Data; Communication Ethics; Communication Studies; Consumer Data; Corporate Social Responsibility; Culture; Design Thinking; Diversity; Emerging Technologies; Ethical Behaviour; Ethical Marketing; Ethics; Health; Health Communication; Inclusion; Machine Learning; Media Studies; Public Health; Public Policy; Supply Chains; Social Media Influencer; Influencer; Socially Responsible; Advocacy; Brand Activism; Business Ethics; Circular Fashion; Conspiracy Theories; Context; Coronavirus; COVID-19; Crisis Communication; Critical Communication; Critical Marketing; Dark Side; Emerging Adults; Esports; Ethical Fashion; Fake News; Fast Fashion; Gamers; Evaluation; Gaming; Honesty; Inequality; Legal and Regulatory Frameworks; Modern Slavery; Morals; Multidisciplinary; Natural Language Processing; Nutrition; Objectives; Norms; Paradigms; Philosophies; Racism; Retailers; Slow Fashion; Strategic Communication; Sustainable Fashion; Stakeholders; Technological Solutionism; Transparency; Upstream Social Marketing; Vulnerability; Young Adults (search for similar items in EconPapers)
JEL-codes: M1 M3 M30 M31 M37 (search for similar items in EconPapers)
Date: 2023
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