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Religious Congregations and Health Information Diffusion: Implications for Viral Marketing and Peer Referral Programs

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While the acknowledgement of a link between religion and health is not new, the possibility of religious congregations as unique incubators for peer-to-peer health information diffusion remains relatively unexplored. To address that gap, this essay briefly reviews evidence of a mechanism through which religiosity affects altruistic behavior, discusses evidence that religious communities tend to foster health information sharing, and offers implications for applied communication practice.

Keywords: Campaign; Health Promotion; Religion; Social Network; Viral Marketing

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/00909882.2011.608693

Publication date: November 1, 2011

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