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.
Due to the overuse of the environment and natural resources, our environment has suffered long-term damage and natural disasters have been exacerbated by climate change, resulting in a significant impact on people’s livelihood and security. People must consider saving the environment as everyone’s responsibility. Hence, Environmental consciousness should be promoted to inspire public participation. This study used the Decision Making Trial and Evaluation Laboratory (DEMATEL) method to identify the key success factors of social marketing in promoting environmental consciousness. The DEMATEL method has been proven highly effective in gathering the views of experts and thereby providing information of greater reliability in many areas. The results of this research suggest that “Take advantage of existing successful campaign”, “Using appropriate media channel to increase the participation”, and “Enhancing campaign success by appropriate research” are the main strategies for promoting environmental consciousness. The findings of this study may be used in future success factor evaluations where social marketing is compared with other measures aiming to increase the efficiency of the campaign.
The purpose of this study was to identify and analyze the determinants of the success of social media health promotion by non-profit organizations. Based on a literature review, fourteen criteria were considered in the study. A questionnaire was administered to seventeen respondents working with a non-profit organization involved in healthcare services in Taiwan. The decision-making trial and evaluation laboratory (DEMATEL) method was used to evaluate the causal relationships among the proposed factors. The results indicated that user-friendliness, word of mouth, and security mechanisms are some of the key causal factors. In addition, cultural consideration, emotional connection, using the same language and tone, and mobilization are among the key effect factors. The findings provide non-profit healthcare organizations with insights about how they can better implement health promotion on social media. The study also provides an original contribution by examining the success criteria of social media health promotion using the DEMATEL method.
Proper health knowledge and adequate motivation for health activities are key factors that influence an individual to adopt a healthy behavior. Health promotion positively influences progressive behaviors that seek to advance health potential, to continuously improve one’s lifestyle. There are many health promotion indications constantly encouraging people to eat healthier food. Based on the successful experience of a non-profit organization promoting a healthier vegetarian diet, this research identifies the operating factors that lead to the success of health promotion. The formulation and implementation of the health promotion strategy must be combined with the key success factors in order to accomplish the objectives. This study assessed seven factors, evaluated using the proposed method. The proposed Decision Making Trial and Evaluation Laboratory (DEMATEL) method constructs the cause and effect model of health promotion, and places forward suggestions and strategies for improvement based on the evaluation of the results. This research compared the original DEMATEL with a Modified DEMATEL (M-DEMATEL) to identify the success factors of health promotion. According to the results of both methods, “leadership”, “communication channel” and “budget” are the most important and influential factors when promoting healthy diets. The results have shown the connection and the difference between the two methods. The main purpose of this research is not to determine which method is the best method, instead, to derive the combined effect of both methods.
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