Web 2.0: an assessment of social marketing principles

Purpose – The purpose of this paper is to examine the use of social marketing principles in Web 2.0 commercial and social marketing campaigns. Design/methodology/approach – A literature review and online search were conducted to document the types of products and behavior change initiatives being ma...

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Bibliographic Details
Published in:Journal of social marketing 2012-10, Vol.2 (3), p.207-221
Main Authors: Allyson Dooley, Jennifer, C. Jones, Sandra, Iverson, Don
Format: Article
Language:English
Subjects:
Advertising campaigns
Audiences
Behavior
Competition
Market segmentation
Market strategy
Marketing
Marketing strategy/methods
Nutrition education
Principles
Research methodology
Social marketing
Social networks
Social research
User generated content
Web 2.0
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Summary:Purpose – The purpose of this paper is to examine the use of social marketing principles in Web 2.0 commercial and social marketing campaigns. Design/methodology/approach – A literature review and online search were conducted to document the types of products and behavior change initiatives being marketed on Web 2.0 platforms. Case studies from commercial and social marketing were critically reviewed to determine whether they exhibited one or more of the principles of social marketing. Findings – Results demonstrated that social marketers can employ the following social marketing principles to successfully design and implement a Web 2.0 campaign: consumer orientation, behavior change, market segmentation and targeting, mixed methods, exchange and competition. Originality/value – The findings present originality and value to social marketers who want to effectively integrate, expand and apply Web 2.0 channels to meet their behavior change goals.
ISSN:2042-6763
2042-6771
DOI:10.1108/20426761211265195