Digital Media: Interaction and Engagement

Case Study

Journal Articles

The first three articles have been provided open access. Some links require journal subscription access which may be available through your university.

Cheung, M. (2008), ‘Click here’: the impact of new media on the encoding of persuasive messages in direct marketing, Discourse Studies, Vol. 10, No. 2, pp. 161–189.

This article looks at the impact of ‘new’ media on the encoding of persuasive messages in sales emails as part of direct marketing. The Hong Kong study examined equal numbers of email and print sales letters and found differences and similarities in discourse structures. The study also included interviews with specialist and corporate informants involved with sales promotion that verified the results.


Gupta, A., Tyagi, M. and Sharma, D. (2013), The use of social media marketing in healthcare, Journal of Health Management, Vol. 15, No. 2, pp. 293–302.

The authors begin by placing social media into six types: collaborative projects such as Wikipedia; blogs and micro blogs such as Twitter; content communities such as YouTube; social networking sites such as Facebook; virtual game worlds such as World of Warcraft; and virtual social worlds such as Second Life. The authors’ objective with this article is to explain the use of social media in health promotion and education, arguing that social media is a communication boon for the public health community with the ability to promote behaviour change, particularly in times of crisis.


Khang, H., Ki, E-J. and Ye, L. (2012), Social media research in advertising, communication, marketing and public relations, 1997–2010, Journal of Mass Communication Quarterly, Vol. 89, No. 2, pp. 279–298.

This article is based on a study of patterns and trends in social media over the time period specified across four disciplines. The article reports an increasing number of social media-related studies. This has happened in an incremental way whereby scholars have been keeping pace with increased social media usage. The authors conclude that there is a need to focus on prospective aspects of social media and outline some of the future directions for research.


Wong, W. and Gupta, S.C. (2011), Plastic surgery marketing in a generation of ‘tweeting’, Aesthetic Surgery Journal, Vol. 31, No. 8, pp. 972–976.

This article is about the increased use of social media such as Twitter, Facebook or Myspace and the need to apply website-building ethics. The authors recognise the use of social media in the promotion of plastic surgery services that is in addition to the use of traditional media such as television or feature articles in magazines.


Wymbs, C. (2011), Digital marketing: The time for a new ‘academic major’ has arrived, Journal of Marketing Education, Vol. 33, No. 1, pp. 93–106.

This article acknowledges the arrival of digital marketing and the digital economy and basically argues for a radical redesign of the marketing curriculum to make it consistent with and relevant to the real world. The author puts forward the rationale for change after performing a curriculum audit and puts forward a new curriculum that is reflective of marketing in the digital age. There is also an approach suggested to implement such change.