Using Web 2.0 for Health Promotion and Social Marketing Efforts: Lessons Learned From Web 2.0 Experts

Web 2.0 experts working in social marketing participated in qualitative in-depth interviews. The research aimed to document the current state of Web 2.0 practice. Perceived strengths (such as the viral nature of Web 2.0) and weaknesses (such as the time consuming effort it took to learn new Web 2.0...

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Bibliographic Details
Published in:Health marketing quarterly 2014, Vol.31 (2), p.178-196
Main Authors: Dooley, Jennifer Allyson, Jones, Sandra C., Iverson, Don
Format: Article
Language:English
Subjects:
Advertising campaigns
Communication
Community Participation - psychology
expert interviews
Health administration
Health promotion
Health Promotion - methods
Humans
Internet
Interviews as Topic
practice
qualitative research
Social Marketing
Social Media
Software
Web 2.0
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Summary:Web 2.0 experts working in social marketing participated in qualitative in-depth interviews. The research aimed to document the current state of Web 2.0 practice. Perceived strengths (such as the viral nature of Web 2.0) and weaknesses (such as the time consuming effort it took to learn new Web 2.0 platforms) existed when using Web 2.0 platforms for campaigns. Lessons learned were identified-namely, suggestions for engaging in specific types of content creation strategies (such as plain language and transparent communication practices). Findings present originality and value to practitioners working in social marketing who want to effectively use Web 2.0.
ISSN:0735-9683
1545-0864
DOI:10.1080/07359683.2014.907204