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Using Social Media to Cultivate Positive Community Norms
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Author(s): Caroline Graham Austin (Montana State University, USA), Jeff Linkenbach (Montana State University, USA), Sarah N. Keller (Montana State University Billings, USA)and Jay Otto (Montana State University, USA)
Copyright: 2013
Pages: 24
Source title:
Organizations and Social Networking: Utilizing Social Media to Engage Consumers
Source Author(s)/Editor(s): Eldon Y. Li (National Chengchi University, Taiwan & California Polytechnic State University, USA), Stanley Loh (Lutheran University of Brasil (ULBRA), Brazil & Technology Faculty Senac Pelotas, Brazil), Cain Evans (University of Central England in Birmingham, UK)and Fabiana Lorenzi (Lutheran University of Brasil (ULBRA), Brazil)
DOI: 10.4018/978-1-4666-4026-9.ch002
PurchaseView on the publisher's website for pricing and purchasing information.
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Abstract
This chapter analyzes the use of social media in health risk prevention campaigns. According to the Positive Community Norms (PCN) framework, prevention is defined as the process of proactively cultivating positive cultures through transformational leadership, communications, and an integrated portfolio of strategies. This chapter focuses on social media strategies. We review two extant prevention models (Everett Rogers’s framework and the PCN framework), examine underlying theoretical explanations for consumer behaviors related to prevention and the use of social media, provide three brief case studies of prevention campaigns at various stages of maturity and success, and offer caveats for campaign managers who might be considering using social media to reach out to audiences. We intend this material to prove beneficial for researchers, public policymakers, and managers of prevention campaigns.
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