Are Facebook Fan Pages Effective?

Social marketers are out to create change—and there’s nothing like social media to spread the word to massive amounts of people. But beyond getting “liked,” does a Facebook fan page actually influence the way people think and behave?

In the first SAGE-published issue of Social Marketing Quarterly (SMQ), Paige Woolley and Michael Peterson, both of the University of Delaware, examine the impact of a Facebook fan page on its followers. “Efficacy of a Health-Related Facebook Social Network Site on Health-Seeking Behaviors” was published in the March 2012 edition of SMQ. Click here to access all articles in this issue.

The abstract:

The current study was designed to determine the impact of a health-related Facebook fan page on health-seeking actions, thoughts, and behaviors. Ninety Get Up and Do Something (GUADS) fans who were 18 years and older completed an online questionnaire about their perceptions, use, and reaction to a Facebook page. Results revealed the GUADS Facebook page prompts healthseeking actions by motivating fans to search for more health information online. The page positively influences health-related thoughts and behaviors by motivating and reminding fans to engage in healthy behaviors. Frequency of seeing, clicking, and reading GUADS posts was significantly related to health information seeking and health-related thoughts and behaviors. Results suggest that Facebook may be an effective medium to help individuals maintain and adopt a healthy lifestyle.

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This entry was posted in Social Marketing, Social Media and tagged , , , , by Cynthia Nalevanko, Editor, Management INK. Bookmark the permalink.

About Cynthia Nalevanko, Editor, Management INK

Founded in 1965, SAGE is the world’s leading independent academic and professional publisher. Known for our commitment to quality and innovation, SAGE has helped inform and educate a global community of scholars, practitioners, researchers, and students across a broad range of subject areas. With over 900 employees globally from principal offices in Los Angeles, London, New Delhi, Singapore, and Washington DC, our publishing programme includes more than 560 journals and over 800 books, reference works and databases a year in business, humanities, social sciences, science, technology and medicine. Believing passionately that engaged scholarship lies at the heart of any healthy society and that education is intrinsically valuable, SAGE aims to be the world’s leading independent academic and professional publisher. This means playing a creative role in society by disseminating teaching and research on a global scale, the cornerstones of which are good, long-term relationships, a focus on our markets, and an ability to combine quality and innovation. Leading authors, editors and societies should feel that SAGE is their natural home: we believe in meeting the range of their needs, and in publishing the best of their work. We are a growing company, and our financial success comes from thinking creatively about our markets and actively responding to the needs of our customers.

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