{"title":"减少COVID-19的传播:社会营销视角","authors":"Nancy R. Lee","doi":"10.1177/1524500420933789","DOIUrl":null,"url":null,"abstract":"This article presents perspectives on what social marketing principles, strategies, and best practices appear to have been applied to reducing the spread of the coronavirus disease 2019 (COVID-19), even if they were not labeled as such. In addition, it discusses which ones were not apparent in this campaign to date (as of April 30, 2020) and might have helped. The following components of a strategic social marketing campaign, and related principles for success, are considered:","PeriodicalId":46085,"journal":{"name":"Social Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":2.3000,"publicationDate":"2020-07-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1524500420933789","citationCount":"22","resultStr":"{\"title\":\"Reducing the Spread of COVID-19: A Social Marketing Perspective\",\"authors\":\"Nancy R. Lee\",\"doi\":\"10.1177/1524500420933789\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This article presents perspectives on what social marketing principles, strategies, and best practices appear to have been applied to reducing the spread of the coronavirus disease 2019 (COVID-19), even if they were not labeled as such. In addition, it discusses which ones were not apparent in this campaign to date (as of April 30, 2020) and might have helped. The following components of a strategic social marketing campaign, and related principles for success, are considered:\",\"PeriodicalId\":46085,\"journal\":{\"name\":\"Social Marketing Quarterly\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":2.3000,\"publicationDate\":\"2020-07-07\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://sci-hub-pdf.com/10.1177/1524500420933789\",\"citationCount\":\"22\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Social Marketing Quarterly\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1177/1524500420933789\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Social Marketing Quarterly","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/1524500420933789","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
Reducing the Spread of COVID-19: A Social Marketing Perspective
This article presents perspectives on what social marketing principles, strategies, and best practices appear to have been applied to reducing the spread of the coronavirus disease 2019 (COVID-19), even if they were not labeled as such. In addition, it discusses which ones were not apparent in this campaign to date (as of April 30, 2020) and might have helped. The following components of a strategic social marketing campaign, and related principles for success, are considered:
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