The multi-actor perspective of engagement on social media

Sara Shawky, Krzysztof Kubacki, Timo Dietrich, and Scott Weaven

Despite the known benefits offered by social media to create engagement in social marketing programs, scholars have highlighted the need for more evidence-based, practical, and measurable approaches to social media use in social marketing contexts.

Introduction

Social marketing programs have been employed to successfully address a variety of public health and well-being issues, such as the harm caused by alcohol consumption (Kubacki, Rundle-Thiele, Pang, & Buyucek, 2015), physical inactivity (Xia et al., 2016), and unhealthy eating (Carins & Rundle-Thiele, 2014). Over the past decade, social marketing practitioners have increasingly relied on digital tools such as social media to foster engagement with target audiences (Shawky et al., 2019), demonstrating that social media can be effective channels for increasing informational and emotional support (Bannor et al., 2017; Chen & Shi, 2015; Dolan et al., 2019), and are...

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