Social marketing and social media
York, Paul Taylor
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The consensus scientific opinion is that recent increases in average global temperature and changes to weather patterns have been caused by unprecedented increases in greenhouse gasses in the atmosphere, and that these changes are caused primarily by human industrial activities. When thinking about information systems’ role in reducing humanity’s environmental impact, most today consider primarily efforts at reducing the energy consumed by information technologies and data centers. Fewer consider the need for advanced information systems to help coordinate and optimize energy generation, distribution, and consumption. One type of information system in particular seems to have the potential to alter human attitudes and behaviors on a scale not before possible. Social media systems, such as Facebook and Twitter, touch millions of individuals every hour with not just facts or answers to questions but with value-laden messages. This dissertation examines the potential value of these social media systems as a means of encouraging green behavior through the application of social marketing techniques.