-based best landscape management practices and they have increasingly turned to innovative approaches to changing consumer behaviors ( Saurí, 2013 ). Extension professionals may incorporate principles of an underused behavior change strategy, social marketing
-purpose, OFSP and PFSP cultivars may lead to changes in sweetpotato consumption in Mozambique and neighboring countries in southern Africa. A social marketing strategy targeting diverse users could facilitate their spread and use on the continent. Capacity
conduct ( Cialdini et al., 1990 ) and community-based social marketing ( McKenzie-Mohr, 2000 ). Based on the social comparison theory of Festinger (1954 ), individuals tend to behave in a way that is consistent with that of their peers. Studies have
and organizations use online social marketing programs and campaigns in an effort to reach consumers where they “live” online. However, as companies develop social media strategies, platforms such as YouTube (San Bruno, CA), Facebook (Menlo Park, CA
. Hum. Decis. Process. 50 179 211 10.1016/0749-5978(91)90020-T Andreasen, A.R. 2006 Social marketing in the 21st century. Sage, Thousand Oaks, CA Baker, R. Brick, J.M. Bates, N.A. Battaglia, M. Couper, M.P. Dever, J.A. Tourangeau, R. 2013 Report of the