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Indoor tanning (IT) increases risk of developing skin cancer. A social media campaign to reduce mother's permissiveness toward their teenage daughters IT was evaluated. Mothers (N = 869) of daughters aged 14–17 in 34 states without bans on IT by minors were enrolled in a randomized trial with assessments at baseline and 12-months follow-up in 2017–19. A year-long adolescent health campaign was delivered to all mothers. The intervention group received posts on preventing IT and the control group, posts about preventing prescription drug misuse. Daughters (n = 469; 54.0%) completed the assessments at baseline and 12 months. At 12-month follow-up, intervention-group mothers were less permissive of IT by daughters (unadjusted means = 1.70 [95% CI: 1.59, 1.80] v. 1.85 [1.73, 1.97] [5-point Likert scale], b = -0.152), reported more communication about avoiding IT with daughters (4.09 [3.84, 4.35] v. 3.42 [3.16, 3.68] [sum of 7 yes/no items], b = 0.213), and had lower intentions to indoor tan (1.41 [1.28, 1.55] v. 1.60 [1.43, 1.76] [7-point likelihood scale], b = -0.221) than control-group mothers. Daughters confirmed intervention-group mothers communicated about IT (3.81 [3.49, 4.14] v. 3.20 [2.87, 3.53] [sum of 7 yes/no items], b = 0.237) and shared IT posts (unadjusted percentages = 52.4% v. 36.4%, b = 0.438) more than control-group mothers. No differences were found in IT behavior, self-efficacy to refuse permission, and negative attitudes toward IT. A social media campaign may be an effective strategy to convince mothers to withhold permission for IT, which may help increase the effectiveness of state laws designed to reduce IT by minors by requiring parental permission.

Social media has created new protest spaces and has enabled people to do things differently. The focus of the research is on campaign groups, created before social media was used as a tool for protest. It has been undertaken to achieve the aim of the challenges and opportunities of incorporating new forms of social media into existing protest campaigns through a case study of anti-airport expansion groups in the UK. Social media data was obtained from three anti-airport expansion groups which included the extraction of approximately 9,000 tweets and 8,000 Facebook posts. The data were then analysed using social network analysis, time series analysis and semi-structured interviews. The results of social network analysis and time series analysis informed the development of the questions directed at the social media coordinators of each group. The main findings are that Airport Watch and HACAN Clearskies exhibit very similar Twitter networks and favour interaction with the media, similar anti-airport expansion groups and also pro-airport expansion groups. Transition Heathrow demonstrates more varied interaction patterns. All groups dominate their respective Facebook page and group networks apart from HACAN Clearskies which has non-assigned leaders controlling information dissemination in the group. Time series analysis uncovered variations in social media usage; overall for all three campaign groups Twitter was utilised more than Facebook.

The aim of this Master Thesis is to provide an overview of the theoretical marketing tools necessary for the development and implementation of the marketing campaigns in social media. The thesis work is structured in three parts. The first part describes the theoretical marketing tools and frameworks advised to be used for the development of the social media marketing campaign. The second part of this thesis work recommends the tools needed for the actualization of the campaign. The practical part of this thesis work, the third part, presents a showcase about The Ultimate Tour Competition 2013, a social media marketing campaign developed and implemented by the author using some of the tools suggested in the first two parts of the thesis work. The information and data needed for the development of the social media marketing campaign was acquired by the author during the internship in the TourRadar and by the means of secondary research.