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The roots of social marketing date back to the 1950s, when one psychologist argued that the more non-profit organizations communicated like for-profit marketers, the better their prospects for success. Then during the 1960s, practitioners in developing countries and marketing academics set the stage for the emerging field. Social marketing was formally launched in the 1970s; searched for an identity in the 1980s; and had found a unique niche by the 1990s. By 2000, social marketing was considered an established field; it now continues to grow and evolve.
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Within the fields of e-health and persuasive technology, research indicates that intervention websites can motivate people to adopt healthy behaviours, such as quitting smoking, exercising more, and eating better. Frequently, these online interventions are individually tailored programmes, resembling two-way interpersonal therapy. It is now conceivable that health campaigners can deploy mass-interpersonal campaigns, where online media are used to engage large populations in automated personal relationships, similar to relationships people have with their doctors, councillors, trainers, and trusted friends.
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If you were trying to identify the factors that could explain why a given online health intervention works, its efficacy may be attributed to source credibility, ingenious tailoring algorithms, argument quality, the vividness of imagery used, fear appeals or how audiences relate to the communication style. All or some of these factors may account for the intervention’s effectiveness or ineffectiveness; however, when trying to describe interventions, there is no comprehensive way of conceptualizing the many factors, nor a universal taxonomy of influence effects appropriate to the design of online behavioural change interventions.
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Welcome to my blog where you'll find an overview of my research and a couple of fun stories.
