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Social marketing and online social support structure in contexts of treatment uncertainty

2022-12-21Journal article Restricted access
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dc.contributor.authorBaptista, Nuno
dc.contributor.authorPinho, José Carlos
dc.contributor.authorAlves, H.
dc.date.accessioned2023-01-26T10:12:43Z
dc.date.available2023-01-26T10:12:43Z
dc.date.issued2022-12-21
dc.description.abstractSocial marketing thinking and strategies have been used by public health and nongovernmental organizations to improve treatment adherence, with encouraging results. However, in contexts characterized by high uncertainty regarding treatment outcomes, the role of social marketing can be problematic. This research is part of a vast investigation project in which the authors explore how the social support concept can be better approached in social marketing interventions targeting contexts of treatment uncertainty. The aim of the present study is to analyze the structure of social support interactions in two online health communities facing uncertainty in treatment outcomes. To achieve this goal, the social network analysis (SNA) technique was used. Results indicate that the online communities examined in the study shared a similar structural signature, that is characterized by scale-free and small world properties and reduced indexes of reciprocity. Results also indicate that users mostly search for informational types of support in these online communities and that the communities can be segmented into homogeneous groups based on the structural positions they occupy in the network and their profile of support interaction. Implications for social marketing segmentation and targeting are discussed.en
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationBaptista, N., Pinho, J. C., & Alves, H. (2022) Social marketing and online social support structure in contexts of treatment uncertainty. Journal of Nonprofit & Public Sector Marketing, 34 (3) 311-350. DOI: 10.1080/10495142.2020.1865233pt_PT
dc.identifier.doi10.1080/10495142.2020.1865233pt_PT
dc.identifier.eissn1540-6997
dc.identifier.issn1049-5142
dc.identifier.urihttp://hdl.handle.net/10400.21/15382
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherTaylor & Francispt_PT
dc.relation.publisherversionhttps://www.tandfonline.com/doi/full/10.1080/10495142.2020.1865233pt_PT
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/pt_PT
dc.subjectTreatment uncertaintyen
dc.subjectSocial marketingen
dc.subjectSocial supporten
dc.subjectSocial capitalen
dc.titleSocial marketing and online social support structure in contexts of treatment uncertaintyen
dc.typejournal article
dspace.entity.typePublication
oaire.citation.conferencePlaceLondonpt_PT
oaire.citation.endPage350pt_PT
oaire.citation.startPage311pt_PT
oaire.citation.titleJournal of Nonprofit & Public Sector Marketingen
oaire.citation.volume34pt_PT
person.familyNameBaptista
person.familyNamePinho
person.familyNameAlves
person.givenNameNuno
person.givenNameJose Carlos
person.givenNameHelena
person.identifier.ciencia-idAD1D-892D-7353
person.identifier.ciencia-id651C-455F-B35B
person.identifier.ciencia-id131D-D12D-F642
person.identifier.orcid0000-0001-7130-0543
person.identifier.orcid0000-0003-1829-0299
person.identifier.orcid0000-0001-5192-2310
person.identifier.ridK-5775-2014
person.identifier.scopus-author-id57200392594
person.identifier.scopus-author-id35208145700
rcaap.rightsrestrictedAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication898aafa8-bdee-4d3a-8824-9cad73209814
relation.isAuthorOfPublicationdfcf125c-3e33-4d15-a625-28247df3d752
relation.isAuthorOfPublication0f2e15c4-c973-41e4-a4b3-925561e75234
relation.isAuthorOfPublication.latestForDiscoverydfcf125c-3e33-4d15-a625-28247df3d752

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