Is social media a panacea for social marketing communication? A scoping review. Issue 3 (3rd July 2022)

• Record Type: Journal Article
• Authors: Shawky, Sara; Kubacki, Krzysztof; Dietrich, Timo; Weaven, Scott
• Is Part Of: Health marketing quarterly. Volume 39:Issue 3(2022)
• Page Start: 297
• Page End: 313
• Publication Date: 2022-07-03
• Subjects: Communication -- scoping review -- social media -- social marketing; Medical care -- Marketing -- Periodicals; Medical instruments and apparatus industry -- Periodicals; Marketing of Health Services -- Periodicals; Periodicals -- Electronic full-text; 338.4761028
• DOI: 10.1080/07359683.2022.2082136
• Languages: English
• ISSNs: 0735-9683

Abstract

Abstract: Recognizing the potential of social media as an integral driver of communication that facilitates two-way conversations, this scoping review seeks to identify and synthesize salient benefits and challenges of social media usage reported in social marketing communication. Following a systematic literature review procedure, 31 social marketing studies utilizing social media communications channels were identified. The findings were thematically grouped under eight main topics: targeted reach and raising awareness, continuous consumer insight, ongoing interaction and dialogue, promoting behavior change, cost and time efficiency, discussing sensitive issues, building relationships and social media challenges. Identified taxonomies inform future research.