Marketing Public Health in a Digital Age

In an era marked by algorithmic influence, platform capitalism, and digitally mediated social lives, the field of public health finds itself at a critical juncture. The traditional paradigms of health promotion, often rooted in face-to-face interventions, mass media messaging, and institutional trust, are being reshaped by digital technologies that amplify both opportunity and inequality. From the rapid dissemination of health information via social media to the viral spread of misinformation, the digital environment is no longer a peripheral element of public health strategy, it is its core battleground. Marketing Public Health in a Digital Age explores the dynamic intersections between digital media, public health advocacy, and participatory culture. This book examines how health campaigns are designed, distributed, and received in a media-saturated society where attention is commodified, audiences are fragmented, and health behaviors are influenced not only by evidence but by emotion, community norms, and digital virality. Covering topics such as digital empathy, health messaging platforms, and social media, this book is a critical academic resource for graduate and doctoral students, public health practitioners, community organizers, policy makers, and more.