Social networking websites as a platform for disseminating social marketing interventions: An exploratory pilot study
Social networking Web sites (SNSs) focus on building online social networks or communities of people who share interests and activities and allows on-line user interaction. This exploratory pilot study gauged users' receptivity to receiving health information via the SNSs they use. The authors presented several hypothetical scenarios and explored respondents' reactions to each of them. Consistent with other research, the authors found that most respondents reported using SNSs to interact with people they already know as opposed to using SNSs to meet new people. Overall, respondents were generally receptive to the explored scenarios. Reactions suggest an association between heavier internet use and receptivity to getting health information through SNSs. The rapid growth of SNSs presents a significant opportunity to reach individuals with health communication and social marketing messages.
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