Using social media to create engagement: a social marketing review

Sara Shawky · Krzysztof Kubacki · Timo Dietrich · Scott K. Weaven

142 citations0/0 files storedJournal of Social Marketing

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Social Media in Health Education Digital Marketing and Social Media Social Media and Politics

Abstract

Purpose Recognising the potential of social media as an integral driver of communication that can create engaged communities through dialogic or two-way conversations, this study aims to identify and describe the use of social media in creating participants’ engagement in various social marketing programmes conducted worldwide between 2005 and 2017. Design/methodology/approach A total of 29 social marketing programmes were identified using systematic literature review procedures. Findings The majority of the identified programmes used Facebook, and social media were mostly used to share content-based information in an attempt to connect with target audiences, raise awareness and reach less accessible populations with programme messages. Social media served as an extended channel to traditional media efforts, and very few programmes used social media to create mechanisms for supporting their target audiences’ ability to revisit their social media communications and encourage them to act as advocates for the programmes’ activities. Research limitations/implications The analysis presented in this paper is limited by the information provided in the identified studies. Originality/value Despite the growing popularity and significance of social media as a channel for consumer engagement, little has been done to synthesise how social marketers are incorporating the use of social media in their social marketing programmes. This research fills this gap by providing systematic understanding of the use of social media in social marketing programmes to date.

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References

2009Preferred Reporting Items for Systematic Reviews and Meta-Analyses: The PRISMA Statement 2009The PRISMA Statement for Reporting Systematic Reviews and Meta-Analyses of Studies That Evaluate Health Care Interventions: Explanation and Elaboration 2009The PRISMA statement for reporting systematic reviews and meta-analyses of studies that evaluate healthcare interventions: explanation and elaboration 2004School Engagement: Potential of the Concept, State of the Evidence 2011Customer Engagement 2010Customer Engagement Behavior: Theoretical Foundations and Research Directions 2002Burnout and Engagement in University Students 2010Using the Internet to Promote Health Behavior Change: A Systematic Review and Meta-analysis of the Impact of Theoretical Basis, Use of Behavior Change Techniques, and Mode of Delivery on Efficacy

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