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Cited by 530Social Media in Health EducationDigital Marketing and Social MediaWeb and Library Services

The DOI matches its Crossref record; 9 of the 10 references it cites were found in a registry or an index.

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
DOI 10.1177/1524839908325335
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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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Crossref · 10.1177/1524839908325335

Cites

9 of 9 references verified0 citation errors · 0 not checkable

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Cites

Show all 10 references

Research works printed but not linked: 17

  1. Anonymous., 2007, End of the world: Hepatitis B Remix [Video file]
  2. Dawson, R., 2007, Launching the Web 2.0 framework
  3. Deloitte., 2007, Are you ready for the future of media? Highlights from Deloitte's 2007 State of the Media Democracy survey
  4. Fox, S., 2007, Latinos online
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  6. Larsen, A., 2008, ABC4 News
  7. Lenhart, A., 2006, Retrieved
  8. McKenzie, J.F., 2009, Planning, implementing, and evaluating health promotion programs
  9. McNeill, L., 2008, Message posted to SmallBusinessNewz
  10. Nicholls, W., 2008, Washington Post, F01
  11. PEW Internet and American Life Project., 2007, Demographics of Internet users: October-December survey. PEW Internet & American Life Project Website
  12. PEW Internet and American Life Project., 2007, Internet activities: December survey. PEW Internet & American Life Project Web site
  13. Rainie, L., 2007, Increased use of video sharing sites
  14. Sifry, D., 2007, The state of the live Web, April 2007
  15. Smart, D., 2006, Smart Internet 2010 - social networks
  16. Survey reveals disconnect in social media marketing programs; research highlights trend toward social marketing tools, though budget allocation does not correlate with objectives., 2007, PR News Wire
  17. Word of Mouth Marketing Association., 2007, Word of Mouth 101. An introduction to word of mouth marketing. A WOMMA white paper

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Metadata

Authors
Thackeray, R., Neiger, B. L., Hanson, C. L., & McKenzie, J. F.
Affiliations
  • Brigham Young University (US)
  • Ball State University (US)
ORCID
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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