What is it about?
Facebook can be used as a marketing tool to reach individuals who want to improve their health. The paper provides some facts that can be considered by public health officers and marketers to design marketing interventions for consumers who want to improve their health and wellbeing.
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Why is it important?
We explain how to use netnography to analyze published posts on common social networks like Facebook and how to classify individuals based on their manifested behavior. Our findings suggest that individuals are using social network sites to seek advice and to share their experiences in their path to achieve a healthier lifestyle.
Perspectives
As more individuals engage in social network sites to ask for help and find solutions to their health related problems I believe that health professionals and institutions should take advantage of digital media to reach patients and consumers to offer them new services and products. The message should be close to the receiver, and nowadays individuals have the opportunity to receive timely information right in their own smartphones. Our research demonstrates the power of well framed messages to reach individuals who seek to improve their health and overall wellbeing.
Dr Alicia S De la Pena
Universidad Autonoma de Coahuila
Read the Original
This page is a summary of: Share, like and achieve: the power of Facebook to reach health-related goals, International Journal of Consumer Studies, August 2015, Wiley,
DOI: 10.1111/ijcs.12224.
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