Social Marketing in Healthcare

2010 ◽  
pp. 1234-1245
Author(s):  
Manuel W. Mah
Keyword(s):  
Social Networking ◽  
Relationship Marketing ◽  
Social Marketing ◽  
Social Networking Sites ◽  
Communication Channels ◽  
File Sharing ◽  
Marketing Mix ◽  
Social Software ◽  
Audience Control ◽  
Current Paradigm

Social marketing is a way to influence the behaviors of stakeholders in the healthcare system. This chapter will define the traditional transaction marketing concepts of exchange, segmentation, competition, the marketing mix, and audience orientation. Then it will describe the current paradigm shift to relationship marketing with its logic of collaboration and the cocreation of value. Relationship marketing is enhanced by the arrival of Internet-based “social media” such as blogs, file sharing sites, and social networking sites that place creativity and communication channels under “audience” control. These developments in marketing strategy and social software will profoundly affect the next generation of social marketing programs.

Social Marketing in Healthcare

2011 ◽  
pp. 662-673
Author(s):  
Manuel W. Mah
Keyword(s):  
Social Networking ◽  
Relationship Marketing ◽  
Social Marketing ◽  
Social Networking Sites ◽  
Communication Channels ◽  
File Sharing ◽  
Marketing Mix ◽  
Social Software ◽  
Audience Control ◽  
Current Paradigm

Social marketing is a way to influence the behaviors of stakeholders in the healthcare system. This chapter will define the traditional transaction marketing concepts of exchange, segmentation, competition, the marketing mix, and audience orientation. Then it will describe the current paradigm shift to relationship marketing with its logic of collaboration and the cocreation of value. Relationship marketing is enhanced by the arrival of Internet-based “social media” such as blogs, file sharing sites, and social networking sites that place creativity and communication channels under “audience” control. These developments in marketing strategy and social software will profoundly affect the next generation of social marketing programs.

Antecedents and consequences of strategic green marketing orientation

2014 ◽  
Vol 5 (2) ◽  
pp. 338-362 ◽  
Author(s):  
Hardeep Chahal ◽  
Ramesh Dangwal ◽  
Swati Raina
Keyword(s):  
Relationship Marketing ◽  
Social Marketing ◽  
Brand Equity ◽  
Marketing Mix ◽  
Green Marketing ◽  
Future Research ◽  
Content Type ◽  
Marketing Orientation ◽  
Marketing Relationship ◽  
Green Trust

Purpose – The study aims to propose four novel constructs of green satisfaction, green loyalty, green trust and green brand equity. It identifies the role of social marketing, relationship marketing, marketing orientation, general strategies, green marketing and marketing mix elements in enhancing financial and non-financial performance and ultimately the green brand equity. Green marketing strategies are gaining significant attention in the literature to support societal marketing concept vis-à-vis to enhance brand equity in the present competitive era. The present study conceptualizes a novel strategic green marketing orientation (SGMO) concept. Design/methodology/approach – The paper draws upon the extant literature to present a series of research propositions relating to SGMO. Findings – The study provides new insight to marketing management by highlighting the factors such as social marketing, relationship marketing and marketing orientation as the constituent elements which facilitate the development of SGMO in an organization. Further, the study has put emphasis on SGMO- performance relationship which is mediated by green trust, green satisfaction and green loyalty. Finally, it advances an understanding in enhancing green brand equity of the organization. Research limitations – Being conceptual in nature, the paper needs to be empirically tested across manufacturing and service sectors. Further, lack of generalization of the scale items in various sectors needs to be researched in the future research. Originality/value – This paper can help managers in identifying the three perspectives of SGMO, which include strategies (general), green marketing and marketing mix elements.

Understanding “Place” in Social Marketing

2015 ◽  
Vol 21 (4) ◽  
pp. 230-248 ◽  
Author(s):  
Timothy Edgar ◽  
Marian Huhman ◽  
Gregory A. Miller
Keyword(s):  
United States ◽  
Systematic Review ◽  
Content Analysis ◽  
Social Marketing ◽  
Communication Channels ◽  
The United States ◽  
Marketing Mix ◽  
Information Delivery ◽  
Inclusion Criteria ◽  
The Social

Critiques of the social marketing literature have suggested the place strategy is a key component within the 4 Ps of the marketing mix that simultaneously has been misunderstood and underutilized. This study sought to conduct a systematic review of the peer-reviewed literature to better understand how place has been conceptualized and operationalized over multiple decades. Application of inclusion criteria resulted in a sample of 84 articles published from 1988 to 2015 representing work in 20 different countries in North America, Asia, Africa, Europe, and Oceania. Content analysis showed that almost half (46.4%) of the descriptions of place strategies operationalized the component by including at least one element of placing messages within communication channels or information delivery such as print, interpersonal, traditional broadcast, or digital. The heavy emphasis on communication channels and information delivery contrasts sharply with definitions of place that thought leaders have offered historically. Results revealed that authors from the United States especially have a tendency to operationalize place as message placement. Discussion speculates on why conceptualization and operationalization have diverged and considers the implications for clarity within the field of social marketing as a whole.

Social Networks as a Platform for Academic Interaction: Possibilities and Challenges for Indian Academic Libraries

2019 ◽  
Vol 9 (S1) ◽  
pp. 6-10
Author(s):  
K. Shivarama Rao ◽  
M. C. Subangi ◽  
I. V. Malhan
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Academic Libraries ◽  
Social Networking Sites ◽  
Virtual Communities ◽  
Instant Messaging ◽  
Social Software ◽  
Academic Institutions ◽  
Learning And Teaching ◽  
The Social

Social media encompasses many forms such as social networking sites like blogs, vlogs, instant messaging and virtual communities. Among the social media, Facebook appeared as a major platform and emerged as a winner because of its large user base. The rapid rise of social media provides numerous possibilities for academic institutions to exploit this media to extend its learning and teaching endeavors. Nonetheless, this has no boundary; it is suitable for administrators, managers, learners and teachers in academic institutions too. The Social networking is a medium that lets the users to interact and work collaboratively with others, including the ability to browse, search, invite friends to connect and interact across the globe. Several opportunities have been emerged for academic libraries in augmenting their basic objectives like identifying right users communities, their need and proactive teaching learning services to its users. Social software in the web 2.0 world not only enhances the practical usability in the library but also helps the diminishing librarian’s role through value addition to profession itself. In this paper, select cases of social academic networks are described and different perspectives have been given on how academic libraries are participating in this massive social networking drive. Also, an attempt has been made to analyze social media presence of select Indian academic libraries.

Social Networking Sites (SNS) and the ‘Narcissistic Turn'

2010 ◽  
pp. 82-95 ◽  
Author(s):  
Yasmin Ibrahim
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Social Issues ◽  
The Self ◽  
Social Software ◽  
The Internet ◽  
Identity Fraud ◽  
Global Arena

The advent of the Internet hailed the ability of users to transform their identity and expression and articulation of the ‘self’ through their digital interactions. The Internet in its early days enabled the user to re-define identity through the text-based environment of the internet without declaring their offline persona or identity. In comparison new social software like Facebook have brought about a narcissistic turn where private details are placed on a global arena for public spectacle creating new ways of connecting and gazing into the lives of the others. It raises new social issues for societies including the rise of identity fraud, infringement of privacy, the seeking of private pleasures through public spectacle as well as the validation of one’s identity through peer recognition and consumption.

Inter-District Disparities in Health Facilities in Karnataka

2014 ◽  
Vol 1 (1) ◽  
pp. 29
Author(s):  
U R Rajeshwari ◽  
P J Emmanual
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Marketing ◽  
Social Networking Sites ◽  
Academic Research ◽  
Social Media Marketing ◽  
Online Media ◽  
Content Sharing ◽  
The Impact

Social media refers to the online media that allows multi-directional conversations and real time interactions such as social networking sites (SNS), blogs, discussions forums, content sharing, social bookmarks, wikis etc. Over the last decade, social media marketing has become a key focus area for both marketing practitioners and researchers. This paper focuses on the impact of social media in the domain of social marketing.For this study, we consider previous academic research in the area of social media and social marketing published in eminent research journals and management. After creating a summative background of social media and social marketing, we propose a model to understand the role of social media as a catalyst in the process of social change. Finally, we present two cases where social media played a significant role as a social catalyst. 

scholarly journals Changes in Use of Communication Channels by Livestock Farmers during the COVID-19 Pandemic

2021 ◽  
Vol 13 (18) ◽  
pp. 10064
Author(s):  
Karmen Erjavec ◽  
Marjan Janžekovič ◽  
Milena Kovač ◽  
Mojca Simčič ◽  
Andrej Mergeduš ◽  
...  
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Online Survey ◽  
Communication Channels ◽  
Communication Strategy ◽  
Face To Face ◽  
Livestock Farmers ◽  
Conference Participation ◽  
Digital Channels ◽  
E Mail

The study aims to identify any changes in the communication channels used by Slovenian livestock farmers before and during the COVID-19 pandemic, as well as the main (dis)advantages of relying on them. An online survey was completed by 502 Slovenian farmers of various farm enterprises in winter 2020/2021. Most respondents generally used telephone, e-mail, and the internet to obtain agricultural information before and during the COVID-19 pandemic. During the pandemic, farmers increasingly relied on online conferences and social networking sites. At the same time, younger farmers and farmers with a higher education level used digital channels the most frequently, with men doing so more often than women. Digital channels were primarily used by cattle and horse farmers, while cattle farmers showed the greatest online conference participation. Respondents reported having more time to spend with their families and animals as an advantage and the lack of face-to-face interaction with other farmers and advisers as a disadvantage of such communication patterns. As the study reveals differences in the use of communication channels during the COVID-19 pandemic by various farmers, a new communication strategy is needed that involves the use of appropriate communication channels to provide farmers with agricultural information both during the COVID-19 situation and later.

scholarly journals Web 2.0 under the light of free software

2009 ◽  
Vol 4 (7) ◽  
Author(s):  
Rosanna Mestre
Keyword(s):  
Web 2.0 ◽  
Social Networking ◽  
Web Applications ◽  
File Sharing ◽  
Free Software ◽  
Social Software ◽  
Digital Information ◽  
Internet Users ◽  
Multimedia File ◽  
Software Social

The development of Web 2.0 has favoured a closer relation between Internet users and the different web applications that facilitate creating, sharing and structuring digital information in a horizontal and collaborative way through so-called social software. Social software includes tools that are familiar to us all, such as chats, forums, blogs, wikis, syndication standards (RSS type), social tagging, multimedia file sharing, social networking, etc. They are tools oriented to give the user a greater capacity of interaction, and a stronger control over the content and the format in which they can be presented.

Applying Commercial Marketing Theory to Social Marketing: A Tale of 4Ps (and a B)

2008 ◽  
Vol 14 (1) ◽  
pp. 76-85 ◽  
Author(s):  
Matthew Wood
Keyword(s):  
Relationship Marketing ◽  
Social Marketing ◽  
Health Professionals ◽  
Behavioral Change ◽  
Marketing Mix ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Ethical Considerations ◽  
Change Models ◽  
Exchange Value

This article takes a critical view of the application of marketing theory and concepts, particularly exchange and the marketing mix, to social marketing situations. It draws upon my experience of using traditional concepts and models in the training of health professionals, in addition to the literature. Conceptually and practically there are problems in understanding and applying concepts such as exchange, value, and the 4Ps. The use of behavioral change models adds complexity to the setting and measurement of goals and it can be difficult to identify and sell the benefits of these changes in a similar way to commercial product marketing. Commercial marketing itself is changing with the growth of relationship marketing, interactive communications, and the critical impact of branding. It is argued that social marketing theory and practice needs reconsidering in the light of these developments. There are also important ethical considerations when attempting to introduce marketing concepts and language to health professionals. Following a detailed analysis of the nature of exchange in social marketing, my article considers each of the 4Ps in turn before drawing conclusions and raising questions and issues for further discussion.

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