Page 331 - The Handbook of Persuasion and Social Marketing

Index 307

142–143; scuttlebutt, definition of, Organization, 168;
129; seeding social media sites, bureaucratization of government
144; social media, building trust mandates for behaviors, 169;
and providing communication coercion, 168; policy initiatives,
motives in, 139–140; social media, 246; redefining health, 167–169;
effectively conducting WOM via, stewardship, 168; stewardship
137–138; social media 2.0, 143; model, 168; Universal Declaration
social media advertising spending, of Human Rights (UDHR), 167;
137; social media and, 135–136; wealth redistribution, 167
social media and the strength of World Wildlife Fund (WWF), 188
weak ties, 136–137; Starbucks Worth, L. T., & Mackie, D. M.,
example, 143; storage or retrieval 39, 59
strategies, 145n2; storage/retrieval Wymer, W., 161, 174
strategies, 143; “The Strength in
Weak Ties” (Liu & Duff, 1972), Xiang, Z., & Gretzel, U., 144, 149
135; “The Strength of Weak Ties”
(Granovetter, 1973), 135; “strong Yoplait Save Lids to Save Lives
ties,” 135; tie strength and promotion, 190
homophily, 138; trust, 138, youth violence, 262
139–140; Tumblr, 137; Twitter, YouTube, 135
137; “Two-Step Flow” hypothesis,
134; “weak ties,” 135; Web 2.0 Zaller, J. R., 115, 128
social media, 144; “word-of-mouth Zastrow, C., 261, 270
marketing” (WOMM), 132 Zhang, X., 69, 128
World Health Organization (WHO):: Zyman, Sergio, 20–21, 26
Bulletin of the World Health