Jeyapalan Dheepa, Vassallo Amy Jo, Freeman Becky
Prevention Research Collaboration, School of Public Health, University of Sydney, NSW, Australia;
Prevention Research Collaboration, School of Public Health, University of Sydney, NSW, Australia.
Public Health Res Pract. 2017 Dec 7;27(5):2751741. doi: 10.17061/phrp2751741.
Marketing strategies used by large corporations are rapidly evolving, through the development of novel technologies and multiple marketing channels favoured by young consumers. Formerly small-scale marketing approaches, such as providing free samples at local events, may now have a global reach when paired with live streaming on popular social media sites. The regulation of these live streaming platforms is hugely challenging and likely to remain so in the foreseeable future. To ensure that 'unhealthy' messages are not the only content seen by social media users, public health campaigns should invest in similar technologies in disseminating health promoting messages.
大公司所采用的营销策略正在迅速演变，这是通过新技术的发展以及年轻消费者所青睐的多种营销渠道实现的。以前小规模的营销方式，比如在当地活动中提供免费样品，现在与热门社交媒体网站上的直播相结合时，可能会具有全球影响力。对这些直播平台进行监管极具挑战性，而且在可预见的未来可能仍会如此。为确保社交媒体用户看到的不只是“有害健康”的信息，公共卫生运动应投资于类似技术来传播促进健康的信息。
