Enhancing Promotional Strategies Within Social Marketing Programs: Use of Web 2.0 Social Media
By Rosemary Thackeray, B. Neiger, Carl L. Hanson, J. Mckenzie. Health Promotion Practice, 2008
577 citations recorded by the source corpus.
The second generation of Internet-based applications (i.e., Web 2.0), in which users control communication, holds promise to significantly enhance promotional efforts within social marketing campaigns. Web 2.0 applications can directly engage consumers in the creative process by both producing and distributing information through collaborative writing, content sharing, social networking, social bookmarking, and syndication. Web 2.0 can also enhance the power of viral marketing by increasing the speed at which consumers share experiences and opinions with progressively larger audiences. Because of the novelty and potential effectiveness of Web 2.0, social marketers may be enticed to prematurely incorporate related applications into promotional plans. However, as strategic issues such as priority audience preferences, selection of appropriate applications, tracking and evaluation, and related costs are carefully considered, Web 2.0 will expand to allow health promotion practitioners more direct access to consumers with less dependency on traditional communication channels.
Subfields: Health, Information Systems, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/795a1e3ca717adcf3f4010b66ff8578c37113ad8
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In Information Systems
In Sociology and Political Science
Citations in the corpus
- A New Dimension of Health Care: Systematic Review of the Uses, Benefits, and Limitations of Social Media for Health Communication (2013, background): “The general public, patients, and health professionals are using social media to communicate about health issues [2-9].”
- Social media usage and organizational performance: Reflections of Malaysian social media managers (2015, background): “Social media usage and organizational performance: Reflections of Malaysian social media managers Farzana Parveen, Noor Ismawati Jaafar ⇑, Sulaiman Ainin Department of Operations and Management Information Systems, Faculty of Business and Accountancy, University of Malaya, 50603 Lembah Pantai, Kuala”
- Are Health Behavior Change Interventions That Use Online Social Networks Effective? A Systematic Review (2014, background): “Finally, social media requires users to actively engage and generate content, which may well be more influential than traditional websites and advertising that are typically more passive in nature [12].”