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Social Media Messaging for Health

In: BEYOND THE DARK ARTS Advancing Marketing and Communication Theory and Practice

Author

Listed:
  • Annika Molenaar
  • Eva L. Jenkins
  • Linda Brennan
  • Dickson Lukose
  • Melissa Adamski
  • Tracy A. McCaffrey

Abstract

Social media has become a key information source for most consumers. However, as social media platforms are not highly regulated, it has given rise to mass amounts of health misinformation. Many unqualified people, typically social media influencers, are profiting from sharing non-evidence-based messages and qualified health professionals are unable to match their audience engagement. However, social media also holds the potential to be used to promote evidence-based messages to large audiences and contribute to positive change within society. The application of machine learning and natural language processing techniques to understand social media data is common, with increasing health research applications. There are many challenges and opportunities for health as the world progresses through the digital era. This chapter aims to present the potential applications, benefits, and issues of using social media within the health and nutrition space based on the collective expertise of a multidisciplinary team from nutrition, social marketing and data science.

Suggested Citation

  • Annika Molenaar & Eva L. Jenkins & Linda Brennan & Dickson Lukose & Melissa Adamski & Tracy A. McCaffrey, 2023. "Social Media Messaging for Health," World Scientific Book Chapters, in: Linda Brennan & Lukas Parker & Divya Garg & Krzysztof Kubacki & Michaela Jackson & Ella Chorazy (ed.), BEYOND THE DARK ARTS Advancing Marketing and Communication Theory and Practice, chapter 14, pages 267-290, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789811276064_0014
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    Keywords

    Advertising; Behaviour Change; Communication; Data-driven Advertising; Data-Driven Marketing; Digital Advertising; Digital Marketing; Digital Media Studies; Macromarketing; Marketing; Marketing Communications; Social Change; Social Impact; Social Marketing; Social Media; Social Media Marketing; Social Responsibility; Socially-Responsible Communication; Socially-Responsible Marketing; Sustainability; Sustainable Development Goals; SDG; Social Advertising; AI; Artificial Intelligence; Behavioural Ecological Model; Big Data; Communication Ethics; Communication Studies; Consumer Data; Corporate Social Responsibility; Culture; Design Thinking; Diversity; Emerging Technologies; Ethical Behaviour; Ethical Marketing; Ethics; Health; Health Communication; Inclusion; Machine Learning; Media Studies; Public Health; Public Policy; Supply Chains; Social Media Influencer; Influencer; Socially Responsible; Advocacy; Brand Activism; Business Ethics; Circular Fashion; Conspiracy Theories; Context; Coronavirus; COVID-19; Crisis Communication; Critical Communication; Critical Marketing; Dark Side; Emerging Adults; Esports; Ethical Fashion; Fake News; Fast Fashion; Gamers; Evaluation; Gaming; Honesty; Inequality; Legal and Regulatory Frameworks; Modern Slavery; Morals; Multidisciplinary; Natural Language Processing; Nutrition; Objectives; Norms; Paradigms; Philosophies; Racism; Retailers; Slow Fashion; Strategic Communication; Sustainable Fashion; Stakeholders; Technological Solutionism; Transparency; Upstream Social Marketing; Vulnerability; Young Adults;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration

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