scholarly journals Evaluating the Social Marketing Success Criteria in Health Promotion: A F-DEMATEL Approach

2020 ◽  
Vol 17 (17) ◽  
pp. 6317
Author(s):  
Chi-Horng Liao
Keyword(s):  
Decision Making ◽  
Health Promotion ◽  
Social Marketing ◽  
Behavioral Change ◽  
Marketing Mix ◽  
Individual Behavior ◽  
Target Audience ◽  
Fuzzy Decision Making ◽  
Success Criteria ◽  
The Social

Health promotion campaigns are used to raise awareness about health issues with the purpose of improving health outcomes and community wellbeing. They are important for increasing community awareness of health behavior changes. In the application of health promotion, social marketing can be used to influence changes in individual behavior. Social marketing encourages the social behavioral change of the target audience. This social behavioral change refers to the behavior of a certain number of target audiences, not just individual behavior. This research identified various social marketing success criteria to improve the performance of health promotion using decision-making method. Fuzzy decision-making trial and evaluation laboratory (F-DEMATEL) is a structural causal relation method that has been verified effectual in congregating the viewpoints of professionals and thus providing information of greater reliability in various areas. F-DEMATEL method helps to identify the core problems and direction of improvement in complex systems by quantifying the degree to which criteria attributes interact with each other. This research applied F-DEMATEL to evaluate the complex interrelation success criteria of social marketing in order to effectively implement health promotion. Several effective criteria were derived from this research. These influential criteria are “Designing effective Communication message”, “Meeting the needs of beneficiaries”, “Providing more benefit than cost”, “Marketing mix elements”, “Customer orientation”, “Organizational advantage” and “Market selection”. The practitioner must consider the needs of the recipients to accomplish a successful social marketing campaign in health promotion. Moreover, the practitioner also has to design an attractive message and marketing mix strategy to communicate the benefits of the behavioral change to the target audience. Besides, the message delivered by the known organization increases the success of social marketing in promoting healthy lifestyle. This study provides important information for the non-profit organization about selecting the significant criteria to lead to the success of the campaign.

scholarly journals Factors related to smoking behavior of students in Traditional Pesantren Aceh Besar, Indonersian in 2018

2019 ◽  
Vol 6 (06) ◽  
pp. 4495-4500
Author(s):  
Ismail . ◽  
Teuku Tahlil ◽  
Nurussalam . ◽  
Dan Zurnila Marli Kesuma
Keyword(s):  
Social Marketing ◽  
Smoking Behavior ◽  
Total Sample ◽  
Cross Sectional Study ◽  
Marketing Mix ◽  
Smoking Prevention ◽  
P Value ◽  
Cross Sectional ◽  
Adverse Health Effects ◽  
The Social

Smoking is a serious issue causing a variety of adverse health effects. However, pesantrens (Islamic boarding schools) do not prohibit smoking, their leaders and teachers also smoke, and cigarettes are sold freely outside. The students have further admitted that anyone may smoke any where and that no socialization on smoking has ever been conducted in pesantrens.The purpose of this study was to analyze the relationships between the student smoking behavior, knowledge, and attitudes towards the social marketing mix in traditional pesantrens.This study employed a descriptive analytics with the cross sectional study design.The total sample was 162 students from a pesantren in Aceh Besar, Indonesia.The results showed that there were significant relationships between student smoking behavior and age (p-value = 0.031), and parents’ smoking behavior (p-value= 0.003), and peersmoking behavior (p-value =0.000), and knowledge of the social marketing mix (p-value= 0.010), and attitudes (p-value = 0.000) towards the social marketing mix. It is thus recommended tha tall parties develop a pesantren as one of the focus areas of smoking prevention activities

Investigating the relevance of the traditional marketing mix across different stages of change: Empirical evidence from household recycling

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Paul Blaise Issock Issock ◽  
Mercy Mpinganjira ◽  
Mornay Roberts-Lombard
Keyword(s):  
Empirical Evidence ◽  
Behaviour Change ◽  
Social Marketing ◽  
Stages Of Change ◽  
Marketing Mix ◽  
Target Audience ◽  
Household Waste ◽  
Content Type ◽  
Traditional Marketing ◽  
The Impact

Purpose This study aims to provide empirical evidence and a different perspective on the relevance of the traditional marketing mix in social marketing programmes. This is a response to the ongoing debate about the (in)compatibility of the traditional marketing mix (the 4Ps) in the field of social marketing. In doing so, this study examines the important role that the stages of behaviour change play in influencing the effectiveness of traditional marketing mix elements in the context of recycling in South African households. Design/methodology/approach This study follows a quantitative method, relying on a survey of 699 heads of households in South Africa. Multigroup analysis and structural equation modelling were applied to test the impact of stages of changes on the potential effect of marketing mix elements on the intention to recycle household waste. Findings The results established that although the traditional marketing mix elements have a marginal effect on the intention to recycle household waste, further analyses revealed that this impact of the marketing mix is contingent on the stage of change in which the target audience is found. Thus, the findings indicated that the marketing mix elements significantly influence the intention to recycle when the target audience is at the contemplation and preparation phases. Originality/value Whilst both critics and proponents of the adoption of the traditional marketing mix in social marketing initiatives have provided relevant arguments, the debate had remained largely theoretical. This study discusses the limitations of the traditional marketing mix in behaviour change programmes and the need for a segmented approach based on the stages of behaviour change when using the 4Ps. However, given the hegemony of the 4Ps in the social marketing literature, this study sheds light on the appropriate “Ps” to activate to influence recycling behavioural intention at different stages of change.

scholarly journals The Integration of Behavioural Change Models in Social Marketing Programs in Public Health

2019 ◽  
Vol 2 (1) ◽  
pp. 30-39
Author(s):  
Oxana Savciuc ◽  
Alina Timotin
Keyword(s):  
Public Health ◽  
Social Marketing ◽  
Behavioural Change ◽  
Health Sector ◽  
Marketing Research ◽  
Marketing Mix ◽  
Change Models ◽  
The Social ◽  
Consumer Orientation ◽  
Alternative Techniques

Abstract The aim of the paper is to provide a conceptual theoretical framework of the integration of the theories and models of behavioural change in the marketing mix of the social marketing programs applied in public health. A second purpose is to highlight the benefits of social marketing over alternative techniques used in programs that are designed to influence health behaviour. The research is a conceptual one, that uses both theoretical (through examination of theories and concepts) and applied approaches (through examination of particular cases and examples). In the specialized literature there are presented multiple models/theories of behavioural change, but their specific application in the marketing mix of the social marketing programs is insufficiently described. The need to use these theories in the public health sector arises from the extended application of social marketing in this field and the specificity of the domain. Eight main theories of behaviour change were studied according to their purpose, variables (possibility of segmentation) and limits. Accordingly, the study presents how these theories can be integrated in the process of social marketing implementation in defining the marketing mix strategy. In this regard, it is important to underline the advantages of using social marketing (in contrast to alternative techniques like PRECEDE/PROCEED or the ecological models), namely: it is based on consumer orientation, uses marketing research, creates attractive exchanges, considers competition, uses the marketing mix, ensures management of the processes. In addition, some elements of the alternative techniques can be taken over in the application of social marketing. Social marketing is a very useful practical tool, but it needs a well-grounded theoretical support in order to gain ground in front of other similar theories. This paper tends to enhance the theoretical tools available for researchers and practitioners.

scholarly journals Applying UTAUT and Fuzzy Dematel Methods: A New Legal Aid Administration System

2021 ◽  
Vol 8 (1) ◽  
pp. 24-36
Author(s):  
Jeremiah Kau Makokoane ◽  
Docter Joe Khosa
Keyword(s):  
Decision Making ◽  
Technology Acceptance ◽  
Fuzzy Decision Making ◽  
Direct Influence ◽  
Legal Aid ◽  
Fuzzy Dematel ◽  
Use Of Technology ◽  
The Social ◽  
Main Determinants ◽  
Facilitating Conditions

A hybrid UTAUT and Fuzzy Dematel Method is proposed in assessing the perception of accepting the new electronic Legal Aid Administration (eLAA) system by employees of Legal Aid South Africa. Information technology acceptance research has in many respects provided insight to decision-making on reviewing user acceptance. Legal Aid SA’s employees’ perception measured by their response of assessment is useful information on users’ attitude of accepting the eLAA system. Therefore, this study aims to measure the main determinants of intention and usage of the new system by users using the Unified Theory of Acceptance and Use of Technology (UTAUT). Further, we identify the cause-and-effect factors of acceptance and suggest the importance of factors using the Fuzzy Decision-Making Trial and Evaluation Laboratory (Dematel) method. The findings of this study suggest that the UTAUT dimensions of Performance Expectancy has high direct influence on acceptance of the eLAA system by Legal Aid SA employees than other variances. Alternatively, Effort Expectancy (EE) dimension is in the overall having the least power of direct influence on using the eLAA system. Notably, both the Social Influence and Facilitating Conditions have low direct influence in predicting the attitude of using the eLAA system. The findings of this study are useful in assisting the management of Legal Aid SA to gain insight into preferred ways to introduce automated systems that are perceived useful and acceptable amongst employees.

Using Social Marketing as a Theoretical Framework to Understand Citizen Participation in Health Promotion

1999 ◽  
Vol 5 (2) ◽  
pp. 42-55 ◽  
Author(s):  
Joan Wharf Higgins ◽  
Patricia Vertinsky ◽  
James Cutt ◽  
Lawrence W. Green
Keyword(s):  
Health Promotion ◽  
Social Marketing ◽  
Citizen Participation ◽  
Health Reform ◽  
Marketing Mix ◽  
Reform Policy ◽  
Consumer Perspective ◽  
Promotion Planning ◽  
Post Hoc ◽  
Frequent Criticism

The concept of broad-based public participation is a fundamental element of health promotion and citizenship. There is a gap, however, between the promise and reality of citizen participation in health promotion. The purpose of this paper is to illustrate the utility of social marketing concepts in analyzing and better understanding the complexities of citizen participation. The data are drawn from a study on citizen participation during a recent health reform policy designed to foster health promotion in British Columbia, Canada. A social marketing framework was used to interpret the data and make sense of citizen participation in a post-hoc analysis, particularly using the concepts of understanding the consumer perspective, exchange, marketing mix and segmentation. The results contradict the frequent criticism in health promotion that social marketing tends to ignore the broader context of individual behavior. This paper argues that social marketing yielded new insights into understanding the societal circumstances that inhibited or fostered citizen participation and offers a discussion of the potential of social marketing as a tool for furthering citizen participation in health promotion planning.

scholarly journals A systematic review assessing the extent of social marketing principle use in interventions targeting children (2000-2014)

2015 ◽  
Vol 16 (2) ◽  
pp. 141-158 ◽  
Author(s):  
Krzysztof Kubacki ◽  
Sharyn Rundle-Thiele ◽  
Ville Lahtinen ◽  
Joy Parkinson
Keyword(s):  
Physical Activity ◽  
Social Marketing ◽  
Healthy Eating ◽  
Design Methodology ◽  
Marketing Mix ◽  
Audience Segmentation ◽  
Content Type ◽  
The Social ◽  
Prevalence Of Obesity ◽  
Marketing Principles

Purpose – This study aims to review the extent that social marketing principles are applied in interventions targeting children published in peer-reviewed journals between 2000 and 2014. Design/methodology/approach – A systematic literature review was conducted to identify peer-reviewed social marketing studies targeting children under the age of 12 years as their main audience. Twenty-three interventions were identified and analysed using Andreasen’s (2002) social marketing benchmark criteria including behavioural objective, audience segmentation, formative research, exchange, marketing mix and competition. Findings – All of the interventions analysed in this review targeted behaviours associated with either physical activity or healthy eating among children under the age of 12 years. Sixteen of the studies reported positive behavioural outcomes. None of the studies used all six of the Andresean (2002) benchmark criteria. Social implications – With growing concerns about the prevalence of obesity among children, social marketing is emerging as an effective approach to increase physical activity and healthy eating, which in turn may assist to lower obesity. Extending the application of the social marketing benchmark criteria in social marketing interventions will assist to increase effectiveness. Originality/value – This paper presents the first attempt to review the extent that social marketing principles are used in interventions targeted at children aged 12 years and under.

Understanding “Place” in Social Marketing

2015 ◽  
Vol 21 (4) ◽  
pp. 230-248 ◽  
Author(s):  
Timothy Edgar ◽  
Marian Huhman ◽  
Gregory A. Miller
Keyword(s):  
United States ◽  
Systematic Review ◽  
Content Analysis ◽  
Social Marketing ◽  
Communication Channels ◽  
The United States ◽  
Marketing Mix ◽  
Information Delivery ◽  
Inclusion Criteria ◽  
The Social

Critiques of the social marketing literature have suggested the place strategy is a key component within the 4 Ps of the marketing mix that simultaneously has been misunderstood and underutilized. This study sought to conduct a systematic review of the peer-reviewed literature to better understand how place has been conceptualized and operationalized over multiple decades. Application of inclusion criteria resulted in a sample of 84 articles published from 1988 to 2015 representing work in 20 different countries in North America, Asia, Africa, Europe, and Oceania. Content analysis showed that almost half (46.4%) of the descriptions of place strategies operationalized the component by including at least one element of placing messages within communication channels or information delivery such as print, interpersonal, traditional broadcast, or digital. The heavy emphasis on communication channels and information delivery contrasts sharply with definitions of place that thought leaders have offered historically. Results revealed that authors from the United States especially have a tendency to operationalize place as message placement. Discussion speculates on why conceptualization and operationalization have diverged and considers the implications for clarity within the field of social marketing as a whole.

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