We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Social marketing and health communication. Enhancing promotional strategies within social marketing programs: use of web 2.0 social media.
- Authors
Thackeray R; Neiger BL; Hanson Cl; McKenzie JF
- Abstract
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.
- Publication
Health Promotion Practice, 2008, Vol 9, Issue 4, p338
- ISSN
1524-8399
- Publication type
Journal Article
- DOI
10.1177/1524839908325335