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FACEBOOK AS A DIGITAL MARKETING TOOL:FACEBOOK'S ENGAGEMENT STRATEGY FOR MATERNAL AND CHILD HEALTH PAGE |
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| รหัสดีโอไอ | |
| Creator | Apirapee Sretarugsa Tancharoenwong |
| Title | FACEBOOK AS A DIGITAL MARKETING TOOL:FACEBOOK'S ENGAGEMENT STRATEGY FOR MATERNAL AND CHILD HEALTH PAGE |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2561 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 10 |
| Journal No. | 3 |
| Page no. | 3-18 |
| Keyword | health communication, maternal and child health communication, social media, Facebook, digital marketing |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | Facebook has been utilized as a digital marketing tool as it is a highly popular medium. It provides extensive reach at a low cost. Health communication practitioners and marketers for healthcare or lifestyle business can enjoy the benefit of using Facebook as a media vehicle to reach both mass and niche market. This article examines the engagement strategies employed by the Facebook Pages in the field of maternal and child health information. Content analysis is applied on ten Facebook Pages, all posts were coded for the period of one hundred days. Findings reveal that frequency of message posting is not relevant to the popularity of the Page and strong visual content resulted in higher number of likes and shares. Therefore, it is recommended that using photos, being helpful, and being emotional are the strategies to boost up users engagement on this social media platform. |
