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Web 2.0 marketing: The need for a new research agenda for social marketing

Author

Listed:
  • Dooley, Jennifer
  • Jones, Sandra C.
  • Iverson, Don

Abstract

Web 2.0 new media channels have demonstrated significant growth since their inception and there is a need to consider the full range of their impact on the field of health-related social marketing. This paper presents a framework to guide the development of a Web 2.0 research agenda specific to health-related behaviour change. It begins by identifying and exploring Web 2.0 growth and adoption generally (natural history and theoretical frameworks). The authors then explore how Web 2.0 growth and adoption have resulted in Web 2.0 individual impacts (both risks and benefits). Finally, the paper outlines the implications of Web 2.0 growth, Web 2.0 impacts and Web 2.0 individual impacts on the field of health-related social marketing. Key areas examined for health-related social marketing include: acceptance and utilisation, integration of campaign principles, uses of the terminology, and campaign best practices. Emerging research questions are proposed under each research category. The findings will be useful to practitioners and researchers studying new media channels to facilitate health-related behaviour change.

Suggested Citation

  • Dooley, Jennifer & Jones, Sandra C. & Iverson, Don, 2013. "Web 2.0 marketing: The need for a new research agenda for social marketing," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 1(2), pages 201-215, September.
    • Handle: RePEc:aza:jdsmm0:y:2013:v:1:i:2:p:201-215
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    More about this item

    Keywords

    Web 2.0; research agenda; social media; social marketing; health promotion;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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