Using social media to create engagement: a social marketing review

Sara Shawky; Krzysztof Kubacki; Timo Dietrich; Scott Weaven

doi:10.1108/jsocm-05-2018-0046

Using social media to create engagement: a social marketing review

Sara Shawky^*, Krzysztof Kubacki, Timo Dietrich, Scott Weaven

^*Corresponding author for this work

Plymouth Business School

Griffith University Queensland

Research output: Contribution to journal › Article › peer-review

Abstract

PurposeRecognising the potential of social media as an integral driver of communication that can create engaged communities through dialogic or two-way conversations, this study aims to identify and describe the use of social media in creating participants’ engagement in various social marketing programmes conducted worldwide between 2005 and 2017.Design/methodology/approachA total of 29 social marketing programmes were identified using systematic literature review procedures.FindingsThe majority of the identified programmes used Facebook, and social media were mostly used to share content-based information in an attempt to connect with target audiences, raise awareness and reach less accessible populations with programme messages. Social media served as an extended channel to traditional media efforts, and very few programmes used social media to create mechanisms for supporting their target audiences’ ability to revisit their social media communications and encourage them to act as advocates for the programmes’ activities.Research limitations/implicationsThe analysis presented in this paper is limited by the information provided in the identified studies.Originality/valueDespite the growing popularity and significance of social media as a channel for consumer engagement, little has been done to synthesise how social marketers are incorporating the use of social media in their social marketing programmes. This research fills this gap by providing systematic understanding of the use of social media in social marketing programmes to date.

Original language	English
Pages (from-to)	204-224
Number of pages	0
Journal	Journal of Social Marketing
Volume	9
Issue number	2
DOIs	https://doi.org/10.1108/jsocm-05-2018-0046
Publication status	Published - 8 Apr 2019

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@article{bfe00d22aff24cac9cb288bfb093ad7a,

title = "Using social media to create engagement: a social marketing review",

abstract = "PurposeRecognising the potential of social media as an integral driver of communication that can create engaged communities through dialogic or two-way conversations, this study aims to identify and describe the use of social media in creating participants{\textquoteright} engagement in various social marketing programmes conducted worldwide between 2005 and 2017.Design/methodology/approachA total of 29 social marketing programmes were identified using systematic literature review procedures.FindingsThe majority of the identified programmes used Facebook, and social media were mostly used to share content-based information in an attempt to connect with target audiences, raise awareness and reach less accessible populations with programme messages. Social media served as an extended channel to traditional media efforts, and very few programmes used social media to create mechanisms for supporting their target audiences{\textquoteright} ability to revisit their social media communications and encourage them to act as advocates for the programmes{\textquoteright} activities.Research limitations/implicationsThe analysis presented in this paper is limited by the information provided in the identified studies.Originality/valueDespite the growing popularity and significance of social media as a channel for consumer engagement, little has been done to synthesise how social marketers are incorporating the use of social media in their social marketing programmes. This research fills this gap by providing systematic understanding of the use of social media in social marketing programmes to date.",

author = "Sara Shawky and Krzysztof Kubacki and Timo Dietrich and Scott Weaven",

year = "2019",

month = apr,

day = "8",

doi = "10.1108/jsocm-05-2018-0046",

language = "English",

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pages = "204--224",

journal = "Journal of Social Marketing",

issn = "2042-6763",

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AU - Shawky, Sara

AU - Kubacki, Krzysztof

AU - Dietrich, Timo

AU - Weaven, Scott

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Y1 - 2019/4/8

N2 - PurposeRecognising the potential of social media as an integral driver of communication that can create engaged communities through dialogic or two-way conversations, this study aims to identify and describe the use of social media in creating participants’ engagement in various social marketing programmes conducted worldwide between 2005 and 2017.Design/methodology/approachA total of 29 social marketing programmes were identified using systematic literature review procedures.FindingsThe majority of the identified programmes used Facebook, and social media were mostly used to share content-based information in an attempt to connect with target audiences, raise awareness and reach less accessible populations with programme messages. Social media served as an extended channel to traditional media efforts, and very few programmes used social media to create mechanisms for supporting their target audiences’ ability to revisit their social media communications and encourage them to act as advocates for the programmes’ activities.Research limitations/implicationsThe analysis presented in this paper is limited by the information provided in the identified studies.Originality/valueDespite the growing popularity and significance of social media as a channel for consumer engagement, little has been done to synthesise how social marketers are incorporating the use of social media in their social marketing programmes. This research fills this gap by providing systematic understanding of the use of social media in social marketing programmes to date.

AB - PurposeRecognising the potential of social media as an integral driver of communication that can create engaged communities through dialogic or two-way conversations, this study aims to identify and describe the use of social media in creating participants’ engagement in various social marketing programmes conducted worldwide between 2005 and 2017.Design/methodology/approachA total of 29 social marketing programmes were identified using systematic literature review procedures.FindingsThe majority of the identified programmes used Facebook, and social media were mostly used to share content-based information in an attempt to connect with target audiences, raise awareness and reach less accessible populations with programme messages. Social media served as an extended channel to traditional media efforts, and very few programmes used social media to create mechanisms for supporting their target audiences’ ability to revisit their social media communications and encourage them to act as advocates for the programmes’ activities.Research limitations/implicationsThe analysis presented in this paper is limited by the information provided in the identified studies.Originality/valueDespite the growing popularity and significance of social media as a channel for consumer engagement, little has been done to synthesise how social marketers are incorporating the use of social media in their social marketing programmes. This research fills this gap by providing systematic understanding of the use of social media in social marketing programmes to date.

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VL - 9

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EP - 224

JO - Journal of Social Marketing

JF - Journal of Social Marketing

IS - 2

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Using social media to create engagement: a social marketing review

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