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Journal of Social Marketing
ISSN: 2042-6763
Online from: 2010
Subject Area: Marketing
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Web 2.0: an assessment of social marketing principles
| Title: | Web 2.0: an assessment of social marketing principles |
|---|---|
| Author(s): | Jennifer Allyson Dooley, (Centre for Health Initiatives, University of Wollongong, Wollongong, Australia), Sandra C. Jones, (Centre for Health Initiatives, University of Wollongong, Wollongong, Australia), Don Iverson, (Centre for Health Initiatives/Illawarra Health and Medical Research Institute, University of Wollongong, Wollongong, Australia) |
| Citation: | Jennifer Allyson Dooley, Sandra C. Jones, Don Iverson, (2012) "Web 2.0: an assessment of social marketing principles", Journal of Social Marketing, Vol. 2 Iss: 3, pp.207 - 221 |
| Keywords: | Commercial marketing, Social marketing, Social marketing principles, Social media, Web 2.0 |
| Article type: | Research paper |
| DOI: | 10.1108/20426761211265195 (Permanent URL) |
| Publisher: | Emerald Group Publishing Limited |
| Abstract: | Purpose – The purpose of this paper is to examine the use of social marketing principles in Web 2.0 commercial and social marketing campaigns. Design/methodology/approach – A literature review and online search were conducted to document the types of products and behavior change initiatives being marketed on Web 2.0 platforms. Case studies from commercial and social marketing were critically reviewed to determine whether they exhibited one or more of the principles of social marketing. Findings – Results demonstrated that social marketers can employ the following social marketing principles to successfully design and implement a Web 2.0 campaign: consumer orientation, behavior change, market segmentation and targeting, mixed methods, exchange and competition. Originality/value – The findings present originality and value to social marketers who want to effectively integrate, expand and apply Web 2.0 channels to meet their behavior change goals. |
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