Precision public health campaign: Delivering persuasive messages to relevant segments through targeted advertisements on social media

• Main Authors: AN, Jisun, KWAK, Haewoon, QURESHI, Hanya M., WEBER, Ingmar
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2021
• Subjects: precision public health; tailored health communication; social media advertising; Facebook advertising; public health campaigns; effectiveness of campaigns; public health; advertising; Databases and Information Systems; Public Health; Public Relations and Advertising; Social Media
• Online Access: https://ink.library.smu.edu.sg/sis_research/6448; https://ink.library.smu.edu.sg/context/sis_research/article/7451/viewcontent/PDF.pdf
• Institution: Singapore Management University

Although established marketing techniques have been applied to design more effective health campaigns, more often than not, the same message is broadcasted to large populations, irrespective of unique characteristics. As individual digital device use has increased, so have individual digital footpri...