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Integrating Social and Mobile Media in Environmental Marketing Communications in China: Opportunities and Challenges

Integrating Social and Mobile Media in Environmental Marketing Communications in China: Opportunities and Challenges
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Author(s): Kenneth C. C. Yang (The University of Texas at El Paso, USA), Yowei Kang (Kainan University, Taiwan) and Ren-Ping Wang (The Yangtze Alligator National Nature Reserve, China)
Copyright: 2019
Pages: 29
Source title: Environmental Awareness and the Role of Social Media
Source Author(s)/Editor(s): Sumit Narula (Amity University, India), Swapnil Rai (Amity University, India) and Archana Sharma (ITM University Gwalior, India)
DOI: 10.4018/978-1-5225-5291-8.ch003

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Abstract

The rapid rise of China as an economic and geo-political superpower has been accompanied with its environmental causalities. According to World Health Organization, more than one million Chinese die of air pollution each year. Non-profit conservation organizations, foreign or domestic, have launched environmental marketing communications campaigns to address these problems. This chapter describes and explores the role of mobile social media in conducting environmental marketing communications in China. Using Rare's Pride Campaign in Yangtze River and other environmental conservation organizations to protect endangered species and natural resources as examples, this chapter demonstrates the benefits and limitations of mobile and social media in promoting environmental causes in China. Discussion, implications, research limitations, and future research directions were presented.

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