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Running advertising campaigns and attracting the traffic, as well as collecting information from users who have entered the website once, provides the conditions to perform retargeting campaigns and consequently increases website visit rates and sales. The purpose of this research is to design a roadmap of retargeting campaign for small and medium enterprises (SMEs), as well as to compare normal and retargeting advertising campaigns in order to confirm the effectiveness of retargeting campaigns.

A single-case-study strategy was adopted by choosing advertising Company-X to design the roadmap of retargeting campaigns and evaluate its effectiveness. Using a purposive sampling, semi-structured interviews were conducted with 14 experts of advertising Company-X. Furthermore, the documents and reports available in the company were also analyzed. Thematic analysis was employed to analyze the interviews and documents. Next, a one-way ANOVA test and a two-sample t-test were used to measure the effectiveness of retargeting campaigns of the Company-X compared to normal campaigns with secondary data of 22 SMEs for a six-month period.

The qualitative phase led to the presentation of a roadmap for the retargeting campaigns in three stages: preparation, process and implementation. The results of the quantitative phase revealed that the ratio of clicks to impressions (click-through rate) and the ratio of successful purchase tags to clicks (conversion rate) are much higher in the retargeting product campaign. Therefore, the performance of selected SMEs as an example in the product retargeting campaign was better than that of the non-retargeting campaigns. Also, the ratio of cost to the successful purchase tag was higher for the product retargeting campaigns.

This study contributes to the literature of retargeting. First, this study provides SMEs with a successful roadmap for retargeting campaigns. Second, this research reveals the effectiveness and mechanism of retargeting for SMEs.

The advent of new technologies and change of patients’ behavioral patterns have triggered the provision of medical services through social media. Although the intersection between social media and health has received considerable research attention, there is little research on how health institutions implement social media strategy; thus a roadmap is required to navigate these technological initiatives. So, the purpose of this paper is to overcome this challenge by developing the Health 2.0 maturity model in the healthcare field.

To obtain this aim, the mixed method was applied in this research. In the first step, qualitative research method was used. In this step, along with comprehensive literature review, semi-structured interviews were conducted with the healthcare professionals to find the practices and capabilities of Health 2.0. In the second step, the proposed key dimensions (KD) were assessed and prioritized based on the views of the healthcare professionals using the quantitative survey method. Finally, by considering the architecture of Health 2.0 maturity model, the KDs were assigned to maturity levels based on their priority of implementation using a focus group.

The proposed maturity model is composed of six KDs and five maturity levels based on the Capability Maturity Model Integration architecture. The KDs, as well as their implementation order and weights in the proposed maturity model are presented as a roadmap for applying Health 2.0 effectively.

Employing the Health 2.0 maturity model enables health institutions to assess the current social media capabilities and guide them to select appropriate strategies for progress. Due to the descriptive nature of the proposed model, it allows managers to conduct process-based assessments regarding health 2.0 implementation.

Health 2.0 has been a recurring theme on the agenda of healthcare institutions, but no sensitive tool is available to measure its growth processes. This paper explores the much ignored but critically important subject of Health 2.0 maturity model and its implementation roadmap. The main contribution of this paper is to introduce an integrated roadmap containing the most important capabilities of Health 2.0. The proposed model is both descriptive and prescriptive in nature, and has a significant theoretical contribution to healthcare studies. This paper provides a mechanism to benchmark Health 2.0 efforts and to develop a progressive strategy that would improve its activities.