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A multidirectional communication model: implications for social marketing practice.

Rosemary Thackeray1, Brad L Neiger

  • 1Department of Health Science at Brigham Young University, Provo, Utah, USA. rosemary_thackeray@byu.edu

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Consumers are now active information creators, shifting communication from one-way to multidirectional. Social marketers must adapt to this dynamic model to remain relevant and drive behavior change effectively.

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Area of Science:

  • Communication Studies
  • Social Marketing
  • Consumer Behavior

Background:

  • Information dissemination has evolved significantly over the past 25 years.
  • Communication is shifting from a unidirectional model to a multidirectional one.
  • Consumers are increasingly active in creating, seeking, and sharing information across diverse channels and devices.

Purpose of the Study:

  • To analyze the impact of the evolving communication landscape on social marketing.
  • To explore the transition from gatekeeper-controlled information to a dynamic, participative consumer model.
  • To highlight the necessity for social marketers to adapt to these communication shifts.

Main Methods:

  • Conceptual analysis of communication theory.
  • Review of evolving consumer engagement in information sharing.
  • Examination of social marketing principles in the context of new media.

Main Results:

  • The traditional unidirectional communication model is no longer dominant.
  • Consumers are now active participants, influencing information flow and content.
  • Social marketing must embrace multidirectional communication to engage effectively.

Conclusions:

  • The shift to multidirectional communication is a necessity, not an option, for social marketers.
  • Adapting to participative consumers is crucial for maintaining the vibrancy of social marketing.
  • Social marketing can remain a relevant, consumer-oriented approach to behavior change by embracing this evolution.