Prior research has focused on analyzing the content and intent of celebrity social media communications. By observing that the linguistic style of such celebrity communications drives consumer word of mouth, the main goal of the current research is to broaden this limited perspective. An...

Contents: 1 Reinforcing the 'social' in social marketing / Lukas Parker and Linda Brennan -- So what is social marketing? -- What social marketing is not -- Book structure -- References -- Social marketing frameworks / Linda Brennan, Lukas Parker and Ella Chorazy -- Approaches to social...