Chapters authored
Health Support in the Palm of Your Hand: The Role of Technology in Achieving Health Goals
Smartphones have transformed how individuals engage with each other, their leisure time, their work, and even the way they take care of their health. With a qualitative study, we explore how Smartphone apps and social network sites (SNSs) are being used by individuals who want to take care of their health. Findings suggest that individuals are taking advantage of digital technologies to improve their wellbeing in several manners: they use wearable devices to monitor their health and track their physical activity, keep in touch with doctors and health coaches using instant mobile messaging applications, and join virtual communities seeking for advice and support. Being a member of these communities provides certain advantages and rewards that motivate individuals to act on their good intentions toward their health. Given the high rates of adoption of digital technologies, specific social marketing campaigns can be designed to influence health behavior, including health promotion and interventions to help individuals achieve personal goals and improve the quality of their life.
Part of the book: Advances in Health Management
Marketing Strategies for the Social Good
Social network sites (SNS) have proven to be a good environment to promote and sell goods and services, but marketing is more than creating commercial strategies. Social marketing strategies can also be used to promote behavioral change and help individuals transform their lives, achieve well-being, and adopt prosocial behaviors. In this chapter, we seek to analyze with a netnographic study, how SNS are being employed by nonprofits and nongovernment organizations (NGOs) to enable citizens and consumers to participate in different programs and activities that promote social transformation and well-being. A particular interest is to identify how organizations are using behavioral economic tactics to nudge individuals and motivate them to engage in prosocial actions. By providing an understanding on how SNS can provide an adequate environment for the design of social marketing strategies, we believe our work has practical implications both for academicians and marketers who want to contribute in the transformation of consumer behavior and the achievement of well-being and social change.
Part of the book: Marketing