Campaign design- strategies and approaches

All rights reserved. This work belongs to original work and is not submitted anywhere. Introduction About us: We are “Blue +” an award-winning PR agency founded in 2018 based in London. We are a new-age multi-specialist firm that helps our clients with robust problem-solving techniques and customising solutions for them. Our core services include Public Relations, Brand Development, Performance Marketing, Crisis Management, Social & Digital, as a new-age PR firm, we are committed to constantly evolving and adding more services to solve the needs of our clients.  At “Blue +” we use traditional, social and digital age PR techniques with personalized customer connections to craft compelling brand strategies for our clients both nationally and internationally. We do not work with businesses that endanger people’s health for example: Tobacco. We are committed to doing sustainable business and upholding the integrity of both our clients and agency.  BRIEF The campaign aims to: -  To strengthen Holland and Barrett’s (H&B) image as a leading brand in the health and wellness sector in the UK. To enhance brand recognition and visibility for H&B. To drive brand preference and in the UK. Background: H&B is a leading health and wellness retailer in the UK. It was set up in 1980, as a convenience and clothing store which later established into a health and wellness industry. H&B offers its customers a wide range of wellness products including vitamins & minerals, sports nutrition, natural beauty products, and healthy foods, aimed at enhancing the physical, mental, and overall health of consumers. The brand offers free personalised one-to-one consultations online and in-store with certified advisors for women seeking guidance on menopause, nutrition, and gut health. Your brand offers over 9000 range of products with 1368 stores globally and A strong presence in 16 countries. H&B remains committed to sustainability, serving as a leading provider of sustainable products and services. It works strictly in regulation with its suppliers & manufacturers ensuring a high standard of work, prioritizing consumer safety above all. Your brand offers customers a ‘Rewards for Life’ membership program providing exclusive discounts, membership deals, product vouchers and more. Additionally, it also offers exclusive student discounts on Unidays App. Previous Campaigns: A few campaigns by H&B include:  “Get your year off to a glowing start” is a campaign H&B launched earlier this year to encourage people to prioritize their health and well-being first in 2024. The campaign highlights the significance of how small lifestyle changes can improve overall fitness, mental health, and boost immunity with gut health, all of which align with H&B's mission to support customers well-being. With a £4 million investment H&B launched the ‘Own Every Day of the Month ‘campaign to promote women's health needs and the stigma around it. The campaign's overall goal is to promote women's health and well-being by raising awareness and education on health issues like menopause, and endometriosis. Through this initiative, they launched a first-of-kind nurse helpline and trained 600 women health coaches to provide support.  Market Research: Some reports and findings: Heart Conditions in people in the UK: Heart conditions are on the rise in the UK, every 5 minutes someone is admitted to a hospital due to a heart attack.  A study by the British Heart Foundation (BHF) reveals that about 7.6 million people in the UK have heart and circulatory diseases of which 4 million are males and 3.6 million females.   According to BHF, Coronary Heart Disease (CHD) is one of the main causes of death in the UK. Every year around 68000 fatalities are attributed to CHD, making an average of 190 people each day. Data for 2022 by BHF revealed, that over 39,000 people died of prematurely cardiovascular conditions including heart attacks, coronary disease, and stroke making an average of 750 people each week. Since 2008, it is the highest annual total. BHF has described the rise of premature deaths in UK as “worst heart care crisis in living memory”. Consumers According to Statista, lifestyle decisions made by individuals in the UK significantly influence the occurrence of cardiovascular disease.  A survey by NHS England revealed that people are not confident in recognizing heart attack symptoms.  About 45% of adults and 51% of those over 55 were unconfident in recognizing heart symptoms. In addition, 36 % revealed not calling 999 if they or a loved one were experiencing heart pain.  Figures by BHF, revealed 43% of UK adults have never learnt CPR training skills. Reasons for Increase in Heart Conditions among Young People in the UK According to a study, the soaring obesity rate in young people is a major factor contributing to heart attacks in the UK. BHF reveals that around 26% of adults in the UK are obese. Several lifestyle factors such as vaping, smoking, and alcohol consumption equally contribute to cardiovascular diseases at a young age, increasing the risk of heart conditions. Statista reveals, in 2019 England saw more than 775,000 hospital admissions due to circulatory diseases caused by Smoking. According to BHF research, children who eat a diet high in calories, sugar and fats are more likely to experience an early heart attack. Health and Wellness Industry in the UK: According to Statista, the UK stands out as one of Europe’s largest markets in the wellness industry, with an estimated value of over 223 billion US dollars. Statista revealed UK customers prefer buying health and beauty products in stores over online shopping. UK’s digital fitness and well-being market is projected to steadily grow, with no signs of slowing down. Future of Wellness research by McKinsey revealed, that 73% of consumers in the UK consider wellness their top priority. Competitor Landscape Review: The major competitors for Holland and Barrett in the UK are: Grape Tree, Lloyds Pharmacy, Boots Pharmacy and the Naked Pharmacy. GRAPE TREE Grape Tree is UK’s fastest-growing health and natural food retailer offering a diverse range of products, including a variety of nuts, dried fruits, mixed seeds, energy bars and baking products.  It was established in 2012 by Nick Shutts and Nigel Morris.  Grape Tree has strong market presence with over 140 stores across the UK and an efficient online presence, making its products accessible to all.  They recently won the Feefo 2024 Platinum Trusted award for their commitment to excellence in customer services, 3 years in line. As a growing business model, Grape Tree has expanded its warehouse and manufacturing operations in Kingswinford.  LLOYDS PHARMACY - Lloyds Pharmacy is one of the largest pharmacy chains in the UK, which was sold off to Hallo Healthcare Group in 2022 for £477 million. They also have online services where customers can buy healthcare products, place prescription orders and get personalized healthcare advice. According to their annual report, HHG reported a profit of £76.4m for the year 2023. This year in January 2024, Lloyds Pharmacy went into liquidation with a debt of £293 million owed to 514 creditors. THE NAKED PHARMACY – The Naked Pharmacy is Europe's first 100% natural pharmacy offering natural, transparent and synthetic-free supplements proven by science to customers. It was founded in 2016 by Kevin Leivers and is based in Surrey, Guildford. The Independent has acknowledged them as one of the best magnesium and natural flex turmeric supplements recommended by nutritional experts. Additionally, during covid, their sales boosted by 400%. Their products are available online and in a few selected retail shops in the UK. They offer health assessment on their website to its customers and provide personalized advice and product recommendations through email.  BOOTS PHARMACY Boots Pharmacy stands as one of largest pharmacy chains in the UK, operating under Walgreens Boots Alliance.  Under their motto " with you for life “, they offer an extensive range of healthcare services and products, including prescription medications, over-the-counter items, and personalized health advice both in stores & online. They offer Boots Advantage Card Points for each pound spent, enhancing its loyalty. Boots launched a healthcare campaign ‘Our Health Is As Individual As We Are’ to raise awareness of women’s health needs and it’s healthcare offerings.   Social Media Statistics: Holland &Barrett Grape Tree The Naked Pharmacy Boots Pharmacy Facebook (Likes) 533K 21 14k 1.3M Instagram (Followers) 196K 8814 23.5k 1.1 M X(Twitter) (Followers) 57.8K 2.3K 1.9k 182.7K LinkedIn (Followers) 57 K 756 56 275 K Key Takeaways: The health and wellness industry in the UK is growing, with Grape Tree emerging as a fast-growing retailer, offering diverse range of products. However, despite its growth, it lacks an effective social media presence. Lloyd’s pharmacy is facing financial struggles despite offering a range of healthcare products and services. The Naked Pharmacy is growing and has a good social media presence, actively engaging with its customers. All offer similar services like personalized consultation, health advice and online services. Lloyds Pharmacy does not have a social media presence, while boots have similar page for all health, beauty and retail. Stakeholder Analysis: Government and Regulators: The health and wellness industry in the UK operates under rigorous regulations to ensure consumer safety. The Food Safety Authority has set certain guidelines, starting with product labelling, marketing and maintaining safety and efficacy standards for the natural health products. It is imperative that H&B fully abide by these regulations to protect the safety and well-being of its customers. Additionally, it must abide by the Modern Slavery Act while conducting business operations. Suppliers: Suppliers are its most important stakeholders. H&B must continue to develop positive relationships with them, having previously been accused of mistreating them over late payment procedures. H&B needs to build a mutually beneficial relationship with them and maintain open lines of communication to keep the supply chain operating and boost its business. Customers: The most important stakeholder for any business is its customers as they drive brand recognition, impact sales and significantly contribute to the success of any organization. As a wellness retailer, H&B must comprehend their customers’ needs and preferences by offering them high quality products & services that meet their expectations. Providing excellent customer service can improve their sales and enhance the brand reputation of H&B. Non-Government Organization: H&B prioritizes well-being and sustainability, with a strong focus on “charity”. Through its ‘Healthy Hope’ foundation it actively addresses environmental and social concerns by working with NGOs. H&B needs to keep up with this commitment and implement change. Employees: This stakeholder group holds significant importance, as they deliver results, interact with other stakeholders, help achieve goals, thereby increasing competitive advantage in the market. H&B must continue to maintain effective lines of communication with their employees, create growth opportunities for them, provide mental health support and foster a culture that strengthens teamwork and relationships. Wellness Advisors: They are an essential stakeholder for H&B, as they provide customers with personalized health advice. Competitors: Competitors of H&B hold significant importance. To maintain its position as a leading health and wellness retailer in the UK, H&B needs to keep an eye on the performance of its rivals. H&B must continually look for ways to innovate, as well as stay up to date with emerging trends and product offers. By doing this, H&B can maintain its competitive edge in the market.  Media: Media is an essential stakeholder for H&B. H&B must stay in constant touch with media addressing their concerns or queries. Positive media coverage can increase brand awareness, attract new customers and enhance their trust thereby H&B must continually liaise with the media. Media Relations is an important tactic of our campaign, as an organization we must maintain honesty & integrity with them. SWOT ANALYSIS Strength: Solid positioning as a health and wellbeing brand in UK Offers diverse range of products to its customers Places strong emphasis on customer service. Assures the highest quality of products, ensuring they meet safety standards. Strong brand recognition in the international market. Weakness Accused of repeatedly mistreating suppliers over late payment process Products are costly compared to other brands Incurred Pre-Tax financial loss Opportunities: Expand its presence in international market Introduce new line of products and services Collaborate more with wellness influencers, health professionals Threats Intense competition from both retailers and online suppliers Emerging consumer trends post Covid OBJECTIVES: To raise awareness about heart health among individuals under the age group of 18 with a focus on reaching their parents and educating a larger audience.   To teach 30,000 children CPR skills every week over the course of campaign. Increase 30 % footfall in stores and boost 25 % website traffic with increase in sales. The campaign would be titled “#Heart Strong Youth “and is built on the fact that young individuals under the group of 18 these days are experiencing heart problems with a rise in cardiac arrest as well. H&B will launch this campaign in collaboration with the British Heart Foundation highlighting the significance of equipping young individuals with CPR training techniques and emergency management skills. It also puts forward a strong message that age doesn’t matter when it comes to taking care of your heart. The campaign will be launched in the month of February which is UK Heart Awareness Month. It presents H&B as a brand that actively promotes health and social initiative. Target Audience: The campaign targets individuals aged 18 and under, who are more at risk of experiencing sudden heart attacks and cardiovascular problems due to factors like smoking, alcohol, and obesity. By targeting this demographic, H&B aims to empower young individuals to prioritize their heart health for a healthy future. The campaign will have a significant influence on their parents, as seeing their children's involvement in this initiative, may motivate them to prioritize their health, learn CPR training and have a long-term impact.  STRATEGY: The campaign aims to raise awareness about heart health among individuals under the age group of 18 to also influence their parents and a larger audience. It represents H&B’s commitment to holistic well-being aligning with its values. For this campaign, a variety of strategies will be utilized including awareness initiatives for youth and promotional activities & influencer engagement for their parents. Below are the points that will influence this campaign   1. Parents having limited knowledge or are unaware of heart health education for their children. 2. Young Individuals have short attention span and get distracted easily if not engaged effectively 3. Some people may view this as a marketing tactic rather than a genuine effort to raise awareness about heart health. 4. There is a lot of information available online regarding heart health, which may lead to confusion. TACTICS Pre-Tactics: As a pre-launch strategy we will incorporate a red heart symbol on the logo of all H&B official social media handles to generate buzz and excitement among our audience. Many consumers may deem it as a Valentine's Day theme, but we will keep engaging building anticipation and prompting them informed through updates.  Following this we will reach out to social media influencers in the UK to engage with it. Campaign Unveil: The #HeartStrongYouth campaign will be unveiled by uploading a 1-minute video across all H&B social media platforms (Instagram, Facebook, X (formerly Twitter and LinkedIn) and YouTube. 1-minute duration is carefully tailored for this campaign to captivate and maintain the interest of young individuals under 18, ensuring they remain fully engaged and informed throughout. Below are the details of the video content and key messages that would be in it.  * The video will open with a heart-warming scene of children playing, laughing and eating together in a school. A background voiceover - “Hey you with big dreams, big goals and an even bigger heart “ * Next up a sobering shot revealing -Did you know that every year thousands of young lives are lost due to sudden cardiac arrest and adults not knowing CPR? -  * A message addressing the seriousness of the situation appears over the screen “It can happen to anyone, anywhere, anytime “acknowledging the gravity of the situation. Next up comes a transition shot featuring an empowering message “Yes it may sound daunting, but you have the power to change the outcome “  * The next shot cuts to a scene of young individuals full of hope and drive participating in CPR training workshops and heart health with a message that emphasises empowerment and action. Imagine being the hero who saves a life - with a background voiceover.  * The final shot of the video will have a red backdrop and conclude with a powerful message. Introducing #HeartStrongYouth - where knowing, and saving lives matter. At Holland and Barrett, we are committed to the education, action and perseverance of life of the next generation.” Are you ready to be a hero? Let’s do this together “. Challenge:  We will launch a social media challenge #LoveYourHeart ♥️ by H&B for 6 weeks. It would serve to increase engagement and create awareness about heart health among people. The outcome of the challenge would be a chance for 5 people to win a specialized hamper from H&B. Winners will be selected at the end of 6 weeks. These are the rules for the challenge:  The challenge would be open to only UK citizens.  The routes to the entry would be Instagram, Facebook or TikTok and must follow all H&B social media handles to be eligible for the challenge.  To participate, participants need to draw a "Heart" with the most creative thing, it can be innovative, funny, or colourful. Chance for people to unleash their inner creativity. They must ensure they post relevant hashtags and tag H&B in their post.  The winners will be picked at the end of the 6-week challenge period.  The winners will be announced on H&B's official social handles.  For Young Individuals: Awareness Camps in Schools and Sport Clubs: The most important part of our campaign is this. H&B will launch this campaign in collaboration with the British Heart Foundation, a leading charity organisation in the UK dedicated to cardiovascular health. Together they will partner with local schools, youth organisations and sports clubs such as Football, Rugby, Basketball etc. to equip individuals with CPR skills and defibrillation training. These sessions will not only educate individuals with CPR skills but also emphasise its significance on how notable difference it can make in saving lives. To further inspire, BHF will share stories of individuals, their experiences whose lives were saved by CPR. By leading a campaign like this, H&B demonstrates its commitment to promoting overall wellbeing. Infographics: We will post visually appealing info graphics that highlight heart health, CPR on social media handles like Instagram, LinkedIn and Facebook to engage more with our younger group of audience. We will create content like this. For Parents: Social Media Influencers: - To reach a parental audience, we will collaborate with prominent UK mother influencers on social media like @brummymummyof2, Emma Conway award-winning mommy blogger with 184K followers on Instagram, @nadia_thorbun with 174K followers, and posts about her kids &family and Jonathan Joly who are well known for their family vlogs on YouTube with 1.63 M subscribers to raise awareness of the #HearStrongYouth campaign. The influence of these influencers is crucial as their audience primarily consists of parents who trust and value their perspectives. They will encourage parents about the importance of heart health and CPR training sessions for them and their children. We may ask influencers to use relevant hashtags such as #HeartStrongYouth #KnowActSave and tag H&B to boost engagement and sharing. Interactive Live Sessions: - To engage better with parents, H&B will organise informative webinars and interactive live sessions on Instagram, featuring BHF, doctors and wellness experts to offer valuable advice on improving heart health and CPR awareness. They will also host live Q&A and feedback sessions to address parent’s concerns. It positions H&B as a pioneer in the health & wellness sector. Promotional Activity: Valentine’s Day Cards for Couples: H&B will introduce customized Valentine’s Day cards for couples at their stores in the UK. The cards will feature a heartfelt message like " It’s you who takes my breath away... but I know CPR”. This card initiative not only helps to raise awareness among parents but also helps to educate a large group of audience, emphasising the role of CPR in a fun and engaging way. The card will look something like this. Reintroduce Penny Sale: For February, H&B will reintroduce the penny sale exclusively for its customers focusing on heart-related products. This limited-time offer allows customers to purchase one item and get another for just a penny. By doing so we aim to inspire our customers to prioritize their cardiovascular health during heart awareness month while also increasing sales in the target line of products. All the money collected from the penny sale will be given to BHF to conduct CPR sessions across UK. Media Outreach: As a part of media outreach for the #HeartStrongYouth campaign, we will send personalised Valentine's Day cards to health journalists in an effort to grab their attention. The card will include a personalized message for the journalist, press release and fact sheet providing detailed information about the campaign. With this approach H&B aims to promote the campaign, and make significant relationships with the media. Our Target Media List for the Campaign. Press Release: To gain maximum exposure, a press release would be issued and pitched to all media houses about the ongoing awareness camps in schools and sports clubs. The release will include quotes from participating schools and clubs about this initiative by H&B and include data details mentioning students completed CPR training. The focus will be to generate positive media coverage with maximum visibility and gain positive word of mouth for H&B. Official Website: A creative banner ad about the #HeartStrongYouth campaign will be added to the official H&B website and appear as a pop-up encouraging customer to sign up, learn more, or take part in challenges. Additionally, it will also feature blog posts focusing on improving heart health, and healthy living providing valuable information. It would help H&B improve customer engagement.  Inspired Feature Article: This will look at inspiring journeys of sports legends like Fabrice Muamba and Lian Dowie who experienced heart attack during football matches but were saved by CPR. It will delve into significance of CPR lifesaving skills. It can feature in The Guardian. Parents Testimonials: Lastly, we will have written or video testimonials from parents about how this initiative benefitted their children. We can have this run weekly on our social media platforms. BUDGET: The total budget for this campaign is £21,500. Below is a breakdown of how this budget was created:  Promotional Video - £4000  Social Media Challenge -£2500  Social Media Influencers - £3500 Specialized Valentine's Day Cards: £1500  Agency Fees: £10,000 CAMPAIGN TIMELINE Measurement and Evaluation: Press Release Clippings: We will monitor press release clippings that mentions H&B, number of times H&B is mentioned and the data related to the CPR training in the newspaper. We will compile everything into AVE sheet to check total media coverage received. Website Metrics: We will track H&B website metrics to see key indicators such as number of page views, new visitors, amount of time spent and bounce rate. YouTube Impression: We will assess likes, impression and engagement on our 1-minute YouTube video. We will be monitoring sales reports from the promotional activities in stores to track the revenue that is being generated. Conducting surveys to obtain feedback from the target audience specially parents regarding this campaign, suggestions, and feedback levels concerning H&B. Conducting interviews with key stakeholders, such as customers, wellness experts, and influencers, to obtain comprehensive insights into their perceptions and interactions with H&B and the campaign. We will employ sentiment analysis techniques to evaluate online mentions, social media conversations, and customer reviews in order to comprehend the general brand perception and sentiment. We will use social media tools like Hootsuite, Sprout Social, to monitor likes, reach, impressions and saves across our social media platforms. The evaluation of these metrics is directly linked to the objectives mentioned earlier. This research work is based on highlighting and using the knowledge I acquired from working and planning my campaign that I designed in this task. It is notable that I have acquire certain skills that will also help me to modify my public relation skills, especially for the campaign design, execution, and monitoring purposes. First, my campaign design process involves extensive research on the public relations campgins, their purposes, their benefits, and their execution in marketing and advertising. Also, during the campaign design, I have read several existing research papers and books to ensure that what I design and aim to execute will be practical and useful. The research process remained useful, as AAA also considers research as a systematic and empirical process in providing evidence that my further help to acquire strong and in-depth details about a phenomenon under study. Besides researching and reading about the campaigns, their usefulness, and practicality further helped me ensure that I am designing a campaign which is based on justified approaches and their practical application in the field. Accordingly, Nahai (2017) considers the strong communication narrative is important. Yet one of the most crucial parts of designing a Public relation campaign. However, there are no specific way or procedure of creating a campaign, a well-designed, delicate approach, and considering the approved strategies can help the campaign to be successful. One of the most significant aspects of my campaign design and determining the approaches is the SWOT analysis. This type of analysis helped to evaluate and re-evaluate the whole process in a best possible manner. I not only evaluated the campaign but also checked the positive and negative aspects that can possibly affect my deliberation. Existing research considers SWOT analysis as based on four different steps including strengths, weakness, opportunities, and threats (SWOT). Thee steps not only help to check the quality and practicality of an approach based on its internal design and implementation but also, it helps to evaluate the external factors that may affect the application of a certain project (Benzaghta et al., 2021). Similarly, I designed the objectives of the campaign by considering the importance and practicality of objectives in public relations campaigns. As Smith (2020) argued that objectives are based on formal statement concerning the goals of a public relations campaign. It is a precise and measurable statement, stated to specify and justify the way towards specific level of acceptance, awareness, or action. An objective can also be described as a milestone to measure the progress regarding the a goals. It is also suggested that the objectives of public relations should determine and explain the target population and content, whether the changes are required, in which form, and how much impact is needed. Thus, based on my readings, knowledge of objectives and their usefulness, I have created the following objectives in my public relations campaign. To raise awareness about heart health among individuals under the age group of 18 with a focus on reaching their parents and educating a larger audience.   To teach 30,000 children CPR skills every week over the course of campaign. To improve brand imagery by 5%. Increase 30 % footfall in stores and boost 25 % website traffic with increase in sales. Furthermore, before developing the strategy of my public relations campaign, I considered the importance of campaign, specifically public relations, and strategic communication-based campaigns. As Gregory (2020) opined that campaigns are typically conducted to acquire precise organizational purposes and goals. Public relations campaigns are conducted to improve the situations, sort out the concerns, and acquired the core objectives, In this context, public relations practitioners should understand the key elements or such campaigns that should consist of essential elements to ensure their success. As a result, I considered the core objectives of Holland and Barrett’s (H&B) as an organization. Also, as per my designed campaign and objectives, I focused on how to fulfill these objectives to ensure that the campaign comes with not only the short-terms benefits but also it may help to keep and maintain the organization’s image in the furture. Thus, focusing on Holland and Barrett (H&B) as an organization aiming to ensure wellbeing and healthcare among the public, I designed my strategy that may align with its core objectives, seeking to ensure public betterment in the best possible manner. In other words, the campaign strategy is aimed at raising awareness about cardiac health among people and further specifying the role of their parents to take effective steps in ensuring this objective. As H&B is committed to the wellbeing of the public, working on heartcare and physical health of the youngsters is considered important. Likewise, comprehending the definition of positioning in public relations in developing objectives and goals further helped me formulating the key message to affirm that the position of H&B is fully met. It is worthwhile to note that positioning in public relations implies certain tactics and strategies that help a brand to gain and maintain its position among the competitors. It is like creating a message and quality of products or services through communication, that may help a company to gain distinct prominence and recognition in the market. Thus, considering the importance of positioning in public relations, I mainly focused on cardiac health of the people under 18 years of age. This aspect of healthcare and wellbeing is important especially today, when unhealthy diets, and use of drugs, and liquor is common among young generation. This increased use of such products is increased during the current years to increased focused to advertisements and peer pressure, that may lead the under aged people to adopt unhealthy habits, that may adversely affect their physical health. Also, I added adherence to certain ethical considerations when I positioned these key messages and ensured that the messages will be shared in a convincing way, implying the youth’s health as a primary consideration and for their well-being now, and in the furture. Another important aspect I considered here is when designing the key message, I stayed careful about the stakeholders and diversity among them. As in the UK, the government, NGOs, competitors, media, etc. all are important in the implementation and success of a public relations campaign. Besides, the key audience also remained under strong consideration as UK is based on a diverse public with myriad ethnicities, social and cultural backgrounds, it is important to design a campaign that may be acceptable and considered appropriate for all, regardless of their demographics. References Benzaghta, M.A. et al. (2021) ‘SWOT analysis applications: An integrative literature review’, Journal of Global Business Insights, 6(1), pp. 55–73. Available at: https://doi.org/10.5038/2640-6489.6.1.1148. Gregory, A. (2020) Planning and Managing Public Relations Campaigns: A Strategic Approach. Kogan Page Publishers. Nahai, N. (2017) Webs of Influence: The Psychology Of Online Persuasion. United Kingdom: Amazon. Available at: https://www.amazon.co.uk/Webs-Influence-Psychology-Online-Persuasion/dp/1292134607 (Accessed: 2 May 2024). Smith, R.D. 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