Digital Innovation in Social Marketing: A Systematic Literature of Interventions Using Digital Channels for Engagement

Abstract

This book series focuses on best practices in specialty areas of Quality of Life research, including among others potentially: community development, quality of work life, marketing, healthcare and public sector management.In today's world, governments, organizations and individuals alike are paying increasingly more attention to how their activities impact on quality of life at the regional, national and global levels. Whether as a way to tackle global resource shortages, changing environmental circumstances, political conditions, competition, technology or otherwise, the far-reaching impact of decisions made in these and other areas can have a signifi cant impact on populations regardless of their level of development. Many lessons have been learned; yet many are still to be realized. Across a number of volumes on diverse themes, this book series will address key issues that are of signifi cant importance to decision makers and participants across all sectors. The series will be invaluable to anyone with an interest in applying quality of life knowledge in contemporary society.

Using social media to create engagement: a social marketing review

“…The most comprehensive set of search terms was identified based on various scholars' identifications of different types of social media (Dooley et al, 2014;Mandiberg, 2014;Sterne, 2010), and terms used in a previous social marketing systematic literature review (Kubacki et al, 2015b). The terms included: digital* OR online* OR internet* OR mobile* OR "social media*" OR "social network*" OR "collaborative project*" OR blog* OR "content communit*" OR "online communit*" OR "online support group*" OR "virtual world*" OR "discussion board*" OR "discussion forum*" AND intervention* OR "randomi?ed controlled trial" OR evaluation OR trial OR campaign* OR program* OR study OR studies AND "social marketing"…”

“…It has also been used to promote behavioural change regarding sustainability issues, such as encouraging energy efficiency and water conservation (Lynes et al, 2014). Over the last decade, social marketers have been increasingly relying on digital tools such as social media to create engagement with target audiences (Kubacki et al, 2015b). Previous research that has used social media in social marketing programmes has demonstrated that interactions on social media can lead to engagement, which ultimately provides benefits to audiences and organisations (Moorhead et al, 2013;Neiger et al, 2012Neiger et al, , 2013Sashi, 2012;Ashley and Tuten, 2015).…”

Using digital devices to help people lose weight: a systematic review

“…Indeed, apart from experimental devices developed and tested in the medical field, the main digital devices used by consumers and observed by marketing researchers are smartphones, which have been in widespread use since 2010, which overlaps with the latter end of the Carins and Rundle-Thiele review (2014). We also examined the studies captured in the Kubacki et al (2015) review of social marketing interventions using digital technologies finding no nutrition or weight loss interventions. More recently, in their systematic review, Shawky et al (2019) found four social marketing programmes that aimed to change dietary behaviour using social media (Shawky et al, 2019).…”

“…Given their low cost and the size of the overweight population, it appears that public policies should integrate these digital technologies more strongly in their efforts to combat obesity. Others have noted that digital technologies are increasingly used in social marketing to augment programmes rather than completely replace traditional forms (Kubacki et al, 2015), which suggests that combined modes are a promising avenue for future research. The use of digital devices also appears promising because it offers advantages for creating targeted and segmented intervention programmes.…”

“…Previous reviews have begun to examine the use of digital technologies in social marketing, or more generally health behaviour change. Kubacki et al (2015) investigated social marketing interventions using digital technologies, finding few implemented social marketing to its fullest extent. Their review included interventions for any behaviour and found only one intervention focussed on healthy eating.…”