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Engagement marketing for social good: Application to the All of Us Research Program

Engagement marketing, when applied to increasing the social good, involves making a deliberate effort to engage communities with an organization’s brand that might not have otherwise happened organically. Organizations that typically focus on increasing the social good include non-profits, community...

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Detalles Bibliográficos
Autores principales: Lewis, Megan A., Uhrig, Jennifer D., Adams, Elizabeth T., Brown, Jill A., Sanders, Amy
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10041337/
https://www.ncbi.nlm.nih.gov/pubmed/36993788
http://dx.doi.org/10.3389/fgene.2022.889195
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author Lewis, Megan A.
Uhrig, Jennifer D.
Adams, Elizabeth T.
Brown, Jill A.
Sanders, Amy
author_facet Lewis, Megan A.
Uhrig, Jennifer D.
Adams, Elizabeth T.
Brown, Jill A.
Sanders, Amy
author_sort Lewis, Megan A.
collection PubMed
description Engagement marketing, when applied to increasing the social good, involves making a deliberate effort to engage communities with an organization’s brand that might not have otherwise happened organically. Organizations that typically focus on increasing the social good include non-profits, community organizations, public health departments, and federal, state, and local agencies. Engagement marketing builds relationships, gives a voice to, and fosters collaboration with community members to transform their insights into impactful experiences that motivate and empower them to act to increase the social good. These actions may include making an informed decision, changing a health or prosocial behavior, or joining an effort that promotes or increases social good. In this paper, we translate the commercial engagement marketing approach, typically used, and studied widely to increase profits, to one that uses engagement marketing to increase prosocial outcomes. We propose a new definition of engagement marketing applied to the social good, a multi-level conceptual framework that integrates individual, social, community and macro-level processes and outcomes, and illustrates an example applying this translated model to co-create digital engagement experiences using a human centered design approach for the All of Us Research Program. This model can also guide research and practice related to DNA-based population screening.
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spelling pubmed-100413372023-03-28 Engagement marketing for social good: Application to the All of Us Research Program Lewis, Megan A. Uhrig, Jennifer D. Adams, Elizabeth T. Brown, Jill A. Sanders, Amy Front Genet Genetics Engagement marketing, when applied to increasing the social good, involves making a deliberate effort to engage communities with an organization’s brand that might not have otherwise happened organically. Organizations that typically focus on increasing the social good include non-profits, community organizations, public health departments, and federal, state, and local agencies. Engagement marketing builds relationships, gives a voice to, and fosters collaboration with community members to transform their insights into impactful experiences that motivate and empower them to act to increase the social good. These actions may include making an informed decision, changing a health or prosocial behavior, or joining an effort that promotes or increases social good. In this paper, we translate the commercial engagement marketing approach, typically used, and studied widely to increase profits, to one that uses engagement marketing to increase prosocial outcomes. We propose a new definition of engagement marketing applied to the social good, a multi-level conceptual framework that integrates individual, social, community and macro-level processes and outcomes, and illustrates an example applying this translated model to co-create digital engagement experiences using a human centered design approach for the All of Us Research Program. This model can also guide research and practice related to DNA-based population screening. Frontiers Media S.A. 2022-08-08 /pmc/articles/PMC10041337/ /pubmed/36993788 http://dx.doi.org/10.3389/fgene.2022.889195 Text en Copyright © 2022 Lewis, Uhrig, Adams, Brown and Sanders. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Genetics
Lewis, Megan A.
Uhrig, Jennifer D.
Adams, Elizabeth T.
Brown, Jill A.
Sanders, Amy
Engagement marketing for social good: Application to the All of Us Research Program
title Engagement marketing for social good: Application to the All of Us Research Program
title_full Engagement marketing for social good: Application to the All of Us Research Program
title_fullStr Engagement marketing for social good: Application to the All of Us Research Program
title_full_unstemmed Engagement marketing for social good: Application to the All of Us Research Program
title_short Engagement marketing for social good: Application to the All of Us Research Program
title_sort engagement marketing for social good: application to the all of us research program
topic Genetics
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10041337/
https://www.ncbi.nlm.nih.gov/pubmed/36993788
http://dx.doi.org/10.3389/fgene.2022.889195
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