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Enhancing Promotional Strategies Within Social Marketing Programs: Use of Web 2.0 Social Media

Thackeray, Rosemary, Neiger, Brad L., Hanson, Carl L., McKenzie, James F.·2008·Health Promotion Practice

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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.

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Authors: Thackeray, R., Neiger, B. L., Hanson, C. L., & McKenzie, J. F.
Affiliations: Brigham Young University (US)
Ball State University (US)
ORCID: Thackeray, Rosemary
Hanson, Carl L.
Venue: Health Promotion Practice
Publisher: SAGE Publications
Published: 2008-03-19
Volume: 9
Issue: 4
Pages: 338-343
ISSN: 1524-8399 (ISSN-L)
1552-6372
DOI: 10.1177/1524839908325335
OpenAlex: W2113056686
Cited by: 530
References: 10
Citations by year: 2026: 7 · 2025: 4 · 2024: 24 · 2023: 26 · 2022: 30 · 2021: 37 · 2020: 39 · 2019: 37 · 2018: 52 · 2017: 37 · 2016: 44 · 2015: 39 · 2014: 45 · 2013: 38 · 2012: 35
FWCI: 12.04
Type: journal article
Language: en
Open access: closed
Licence: journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: Health Promotion Practice (publishedVersion)
PubMed (publishedVersion)
Topics: Social Sciences › Health › Social Media in Health Education
Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
Social Sciences › Library and Information Sciences › Web and Library Services
Keywords: Web 2.0, social media, social marketing, promotion strategy, viral marketing, health promotion, audience engagement, social networking, social bookmarking, content sharing
MeSH terms: Community Participation, Health Promotion, Health Services Research, Humans, Marketing of Health Services, United States, Program Evaluation, Program Development, Community Health Planning, Internet, Social Marketing

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Enhancing Promotional Strategies Within Social Marketing Programs: Use of Web 2.0 Social Media

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