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

ABSTRACT: 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.

SUBMITTER: Liao CH

PROVIDER: S-EPMC7503311 | biostudies-literature | 2020 Aug

REPOSITORIES: biostudies-literature

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

Liao Chi-Horng CH

International journal of environmental research and public health 20200831 17

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 t ...[more]

PMID: 32877995

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Project description:IntroductionThe use of social marketing strategies to induce the promotion of cognitive health has received little attention in research. The objective of this scoping review is twofold: (i) to identify the social marketing strategies that have been used in recent years to initiate and maintain health-promoting behaviour; (ii) to advance research in this area to inform policy and practice on how to best make use of these strategies to promote cognitive health.Methods and analysisWe will use the five-stage methodological framework of Arksey and O'Malley. Articles in English published since 2010 will be searched in electronic databases (the Cochrane Library, DoPHER, the International Bibliography of the Social Sciences, PsycInfo, PubMed, ScienceDirect, Scopus). Quantitative and qualitative study designs as well as reviews will be considered. We will include those articles that report the design, implementation, outcomes and evaluation of programmes and interventions concerning social marketing and/or health promotion and/or promotion of cognitive health. Grey literature will not be searched. Two independent reviewers will assess in detail the abstracts and full text of selected citations against the inclusion criteria. A Preferred Reporting Items for Systematic Reviews and Meta-Analyses flowchart for Scoping Reviews will be used to illustrate the process of article selection. We will use a data extraction form, present the results through narrative synthesis and discuss them in relation to the scoping review research questions.Ethics and disseminationEthics approval is not required for conducting this scoping review. The results of the review will be the first step to advance a conceptual framework, which contributes to the development of interventions targeting the promotion of cognitive health. The results will be published in a peer-reviewed scientific journal. They will also be disseminated to key stakeholders in the field of the promotion of cognitive health.

Project description:BackgroundVocational school students exhibit significant risk behaviors in terms of poor diet, frequent use of nicotine products, inadequate fruit and vegetable intake, low levels of physical activity, and poor mental health. This makes vocational students vulnerable to the development of noncommunicable diseases. Therefore, effective health promotion programs targeting vocational students are required.ObjectiveThe Danish study "Data-driven and Systems Approach to Health Promotion Among Vocational Students" (Data Health) aims to develop, implement, and evaluate a systems approach to support vocational schools, municipalities, and local communities in implementing locally relevant health promotion actions among and for vocational students. This paper describes the Data Health program and how implementation and preliminary effectiveness will be evaluated.MethodsThe Data Health program offers an iterative 5-step process to develop changes in the systems that shape health behavior and well-being among vocational students. The program will be implemented and evaluated in 8 Danish vocational schools in 4 municipalities. The implementation of the process and actions will be explored using a systems-based evaluation design that assesses contextual differences and the mechanisms through which the program leads to changes in the systems. Preliminary effectiveness at the individual level (students' self-reported health behavior and well-being) and organizational level (school organizational readiness reported by school staff) will be assessed using a quasi-experimental design, and cross-sectional data will be collected at all 8 schools simultaneously 4 times during the 2-year study period.ResultsThis study was launched in 2021, and data collection is expected to be completed in June 2024. The first results are expected to be submitted for publication in January 2024.ConclusionsWe expect that the Data Health study will make significant contributions to complex intervention research by contributing to the paucity of research studies that have used systems approaches in school settings. The study will also provide evidence of successful elements for systems change and effectiveness to determine whether a national scale-up can be recommended.Trial registrationClinicalTrials.gov NCT05308459; https://clinicaltrials.gov/study/NCT05308459.International registered report identifier (irrid)DERR1-10.2196/52571.

Dataset Information

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

Publications

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

Similar Datasets

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