Prospects for the Use of Social Media Marketing Instruments in Health Promotion by Polish Marshal Offices

Frontiers in Public Health

Katarzyna Lar¹  Magdalena Syrkiewicz-S´witała¹  Tomasz Holecki¹  Piotr Romaniuk²  Agnieszka Strzelecka³ 

[1] Department of Health Economics and Health Management, School of Public Health in Bytom, Medical University of Silesia in Katowice, Bytom, Poland;Department of Health Policy, School of Public Health in Bytom, Medical University of Silesia in Katowice, Poland, Bytom, Poland;Faculty of Medicine and Health Sciences, Institute of Public Health, Jan Kochanowski University in Kielce, Kielce, Poland;

关键词: marketing communication;    social media;    social media marketing;    health promotion;    public health;   

DOI  :  10.3389/fpubh.2018.00065

来源: DOAJ

【 摘 要 】

PurposeTo investigate whether the Polish Marshal Offices use instruments for social media marketing activities in the field of health promotion.Methodology14 Polish Marshal Offices participated. The Computer-Assisted Web Interview and Computer-Assisted Telephone Interview were used along with a proprietary questionnaire. Standard statistical methods were employed.FindingsThe number of people using the Internet and social media in Poland is steadily growing. The majority of the offices (93%) performed health promotion activities. The authorities collaborated with other units of local government and non-governmental organizations in these activities. According to respondents, the most convincing form of health promotion is direct communication (46%). More than half of the surveyed offices (56%) did not use portals or social networking sites in health campaigns. The rest of the offices indicated using Facebook (25%) or YouTube (6%). Half of them did not apply the tools of social media marketing. The other half was involved in discussions on health-related online forums (moderation or consulting). Relatively few offices use social media and social media marketing in health promotion campaigns.ValueThe use of social media by the Marshal Offices may result in a potential increase in effectiveness of the pro-health campaigns. It is recommended that Polish Marshal Offices recognize the potential benefits of social media marketing campaign instruments in the field of health promotion in order to reach out the digital recipients.

【 授权许可】

Unknown