ABSTRACT
The traditional one-way strategic communication approach has been replaced with a 'multi-way' approach that focuses on involving the consumer in the marketing process. Prosocial marketing applies marketing techniques to the promotion of socially beneficial ideas and causes instead of products and services in the commercial sense. Past prosocial campaign efforts have utilized traditional media outlets to influence public attitudes prior to the development of negative behaviors. Health and environmental communicators should continue to prioritize prosocial listening on a range of online legacy and social media. Past prosocial campaign efforts have utilized traditional media outlets to influence public attitudes prior to the development of negative behaviors. The task of identifying ICGs and partnering with them to disseminate prosocial content is complicated by the intricate nature of health and environmental information and decision-making. Other research also suggests that credibility assessment is more complex than the way it is sometimes modeled in communications research.
