دورية أكاديمية
Evaluating the Social Marketing Success Criteria in Health Promotion: A F-DEMATEL Approach.
| العنوان: | Evaluating the Social Marketing Success Criteria in Health Promotion: A F-DEMATEL Approach. |
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| المؤلفون: | Liao CH; Department of Communication Studies, Tzu Chi University, Hualien 97004, Taiwan. |
| المصدر: | International journal of environmental research and public health [Int J Environ Res Public Health] 2020 Aug 31; Vol. 17 (17). Date of Electronic Publication: 2020 Aug 31. |
| نوع المنشور: | Journal Article; Research Support, Non-U.S. Gov't |
| اللغة: | English |
| بيانات الدورية: | Publisher: MDPI Country of Publication: Switzerland NLM ID: 101238455 Publication Model: Electronic Cited Medium: Internet ISSN: 1660-4601 (Electronic) Linking ISSN: 16604601 NLM ISO Abbreviation: Int J Environ Res Public Health Subsets: MEDLINE |
| أسماء مطبوعة: | Original Publication: Basel : MDPI, c2004- |
| مواضيع طبية MeSH: | Health Promotion* , Social Marketing*, Health Behavior ; Humans ; Marketing ; Reproducibility of Results |
| مستخلص: | 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. |
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| فهرسة مساهمة: | Keywords: F-DEMATEL (fuzzy decision-making trial and evaluation laboratory); Tzu Chi foundation; health promotion; health-promoting lifestyle; social marketing |
| تواريخ الأحداث: | Date Created: 20200904 Date Completed: 20201204 Latest Revision: 20201214 |
| رمز التحديث: | 20240829 |
| مُعرف محوري في PubMed: | PMC7503311 |
| DOI: | 10.3390/ijerph17176317 |
| PMID: | 32877995 |
| قاعدة البيانات: | MEDLINE |
Full Text Finder | تدمد: | 1660-4601 |
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| DOI: | 10.3390/ijerph17176317 |