Web 2.0 marketing: The need for a new research agenda for social marketing

Abstract

Web 2.0 new media channels have demonstrated significant growth since their inception and there is a need to consider the full range of their impact on the field of health-related social marketing. This paper presents a framework to guide the development of a Web 2.0 research agenda specific to health-related behaviour change. It begins by identifying and exploring Web 2.0 growth and adoption generally (natural history and theoretical frameworks). The authors then explore how Web 2.0 growth and adoption have resulted in Web 2.0 individual impacts (both risks and benefits). Finally, the paper outlines the implications of Web 2.0 growth, Web 2.0 impacts and Web 2.0 individual impacts on the field of health-related social marketing. Key areas examined for health-related social marketing include: acceptance and utilisation, integration of campaign principles, uses of the terminology, and campaign best practices. Emerging research questions are proposed under each research category. The findings will be useful to practitioners and researchers studying new media channels to facilitate health-related behaviour change.