Social Media Strategies for Health Promotion by Nonprofit Organizations: Multiple Case Study Design.

ABSTRACT:

Background

Nonprofit organizations have always played an important role in health promotion. Social media is widely used in health promotion efforts. However, there is a lack of evidence on how decisions regarding the use of social media are undertaken by nonprofit organizations that want to increase their impact in terms of health promotion.

Objective

The aim of this study was to understand why and how nonprofit health care organizations put forth social media strategies to achieve health promotion goals.

Methods

A multiple case study design, using in-depth interviews and a content analysis of each social media strategy, was employed to analyze the use of social media tools by six North American nonprofit organizations dedicated to cancer prevention and management.

SUBMITTER: Vedel I 

PROVIDER: S-EPMC7171585 | biostudies-literature | 2020 Apr

REPOSITORIES: biostudies-literature