Enhancing Promotional Strategies Within Social Marketing Programs: Use of Web 2.0 Social Media
Enhancing Promotional Strategies Within Social Marketing Programs: Use of Web 2.0 Social Media
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DOI：
10.1177/1524839908325335
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发表时间：
2008-10-01
影响因子：
1.9
通讯作者：
McKenzie, James F.
中科院分区：
文献类型：
--
作者：
Thackeray, Rosemary;Neiger, Brad L.;McKenzie, James F.
第二代基于互联网的应用程序(即Web 2.0)，其中用户控制通信，有望在社交营销活动中显著加强促销努力。Web 2.0应用程序可以通过协作写作、内容共享、社交网络、社交书签和联合来生产和分发信息，从而直接让消费者参与到创作过程中来。Web2.0还可以通过提高消费者与越来越多的受众分享经验和观点的速度来增强病毒式营销的力量。由于Web2.0的新颖性和潜在的有效性，社交营销人员可能会过早地将相关应用程序整合到促销计划中。然而，随着对优先受众偏好、适当应用程序的选择、跟踪和评估以及相关成本等战略问题的仔细考虑，Web 2.0将进行扩展，允许健康促进从业者更直接地接触消费者，而不是那么依赖传统的沟通渠道。
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.