The multi-actor perspective of engagement on social media

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...