Health Organizations' Use of Facebook for Health Advertising and Promotion

Hyojung Park, Shelly Rodgers, and Jon Stemmle

The purpose of this study is to examine how health organizations use interactive features and social media channels on Facebook to manage their brand for advertising purposes.

Health Organizations' Use of Facebook for Health Advertising and Promotion

Hyojung Park,Shelly Rodgers, and Jon Stemmle

Social media websites such as Facebook, YouTube, and Twitter have become the most popular destinations on the Internet, with two out of three Americans using social media sites, which translates into 63.7% of U.S. Internet users, or about 147.8 million people (eMarketer 2011). Social media sites also serve as a growing source of health care information, and Facebook is the preferred source of health information for those who use social media sites for health purposes (Dolan 2011).

The growing popularity of...

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