The use of sponsorship in social marketing campaigns, especially pro-environmental campaigns, is under-researched. Within social marketing, sponsorship is driven by costs and often takes the form of sponsorship-linked marketing. Without the sponsor, the social marketing campaign would often not be possible.
CITATION STYLE
Manika, D., Gregory-Smith, D., Wells, V. K., & Trombetti, E. (2018). Lessons from a Sponsored Social Marketing Pro-Environmental Campaign: An Abstract. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 51–52). Springer Nature. https://doi.org/10.1007/978-3-319-68750-6_16
Mendeley helps you to discover research relevant for your work.