Utilising Social Marketing to Combat Social Media Addiction
| Date: |
17 March 2020 |
| Time: |
9:00 AM - 11:00 AM |
| Venue: |
Springfield - B456, or via Zoom |
| Contact: |
For more information, please contact the Graduate Research School. |
| Save to calendar: |
Download |
This research investigates how social marketing can help to combat social media addiction. Social media platforms are very popular and the number of social media users worldwide is growing rapidly. Social media may have its benefits, but the literature reviewed in this study shows that it has negative effects as well. Social marketing may have the potential to deal with social media addiction as this strategy has been used previously to combat other health concerns. This study aims to create a theoretical framework that will be employed to combat social media addiction through digital platforms. The research will be conducted using qualitative methods; research stage 1 as grounded theory, and research stage 2 as the multiple-case study methodology.