An Exploratory Study of Online Social Marketing Campaigns: Content and Functional Dimensions

Nowadays marketing has become an effective tool not only for business organisations but also for influencing and changing social behaviour. On the other hand, the advent of the Internet as a flexible, dynamic and interactive channel of communication has opened new possibilities for communication and social interaction. The social marketing campaigns can take advantage of this new and increasingly popular medium, adapting the theoretical principles of behaviour change theories to the specificity of Internet communication. The present study attempts to investigate the potential application of electronic commerce principles and tools to social marketing campaigns. In doing this, it fills a gap in the social marketing research and theory, and opens the way for a better understanding of e-marketing techniques that can be applied in social marketing campaigns.