social media, sustainability, word-of-mouth, policy, knowledge transfer, community
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An Application of Social Media Marketing for Community Sustainable Development
Though the social marketing approach has been developed from commercial marketing, it is a holistic approach from various social sciences disciplines like marketing, psychology, sociology, mass communication and economics. It is basically an art to explore new ways of analyzing problems and solving them effectively. For instance, social marketing influences sustainability through the use of marketing principles to increase awareness, understanding, change attitudes, and motivate the society to change, adopt, or sustain a particular behavior. This paper attempts to explore a framework of social media in light of disseminating the knowledge of a community-wide sustainability plan among various stakeholders. Policy makers nowadays no longer only talk to people, they are trying to listen and generate conversations, and convert implementation plans or call-to-actions that are responsive. This objective can be realized through a viral, guerilla or events-based marketing in a cost effective manner when integrated with social media.