Abstract
This study focuses on the online marketing activity of private medical scanning services in the UK. We build a dataset of 10 scanning services identified by the hashtag #healthscan and apply content analysis. Findings are framed using the Salutogenesis paradigm from the health sociology literature. We provide a foundational mapping of online marketing communications and contribute a new approach in our use of the Salutogenic marketing model.
| Original language | English |
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| Title of host publication | AM2024 Proceedings |
| Publisher | Academy of Marketing |
| ISBN (Print) | 9781399990608 |
| Publication status | Published - 1 Jul 2024 |
| Event | Academy of Marketing 2024: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit - University of Cardiff, Cardiff , United Kingdom Duration: 1 Jul 2024 → 4 Jul 2024 https://academyofmarketing.org/am2024-conference/ |
Conference
| Conference | Academy of Marketing 2024 |
|---|---|
| Abbreviated title | AM2024 |
| Country/Territory | United Kingdom |
| City | Cardiff |
| Period | 1/07/24 → 4/07/24 |
| Internet address |