Knowledge Sharing Online: For Health Promotion and Community Education

Knowledge Sharing Online: For Health Promotion and Community Education

Hyunjung Kim (State University of New York at Buffalo, USA) and Michael A. Stefanone (State University of New York at Buffalo, USA)
DOI: 10.4018/978-1-61520-967-5.ch120
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This chapter examines the contribution of information communication technology (ICT) to the operation of social and public policy. The governmentality analytic is introduced as a way in which to highlight how ICT is used by the state in governing populations. The chapter identifies four ways ICTs relate to social and public policy. First, social policy can be a response to ICT innovation and use. Second, ICT is used to implement and administer social policy. Third, ICT is used to develop and evaluate social policy. Fourth, the use of ICT can shape the very nature and substance of social policy. The chapter illustrates these theoretical and conceptual approaches by examining the extensive and innovative use of ICT in Australia’s national income security agency, Centrelink.The aim of this chapter is to explore the utility of online knowledge sharing for the health and human services. Experiences in marketing are used as a basis for the development of three broad and interrelated theoretical concepts—the diffusion of innovations, viral marketing, and online word of mouth advertising—as well as several other influential factors to explain online knowledge sharing. Three major elements that stimulate online knowledge sharing are distilled from these theoretical perspectives including internal factors such as altruism, online social network size, and topic salience. This chapter uses these elements to propose a model of e-Mavenism which explains the cognitive processes that lead to online knowledge sharing behavior. Based on the e-Mavenism model, several strategies are suggested for online health promotion and community education.

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