ABSTRACT
[...]this special issue of RAUSP Management Journal presents fresh and creative thinking that advances theory, research and practice in social marketing. [...]we can expect a multiplicative effect of social support when used to advance societal well-being. [...]increasing physical activity may be more of a question of exploring the myriad of practices that are already occurring – an often-overlooked issue in behavior change interventions in this field. The paper has significant practical consequences, as it illuminates a possible alternative to reduce stress and produce other beneficial outcomes, something that is valuable in the present context of disruption. [...]the use of Facebook as a virtual venue to conduct experiments opens interesting avenues for future experiments using social marketing and related disciplines as theoretical guides.