Social marketing related to sexual health is a problematic task, especially in religiously and/or culturally conservative countries. Social media presents a possible alternative channel for sexual health efforts to disseminate information and engage new users. In an effort to understand how well sexual health campaigns and organizations have leveraged this opportunity, this study presents a systematic examination of ongoing Facebook-based sexual health efforts in conservative Asian countries. It was discovered that out of hundreds of sexual health organizations identified in the region, less than half had created a Facebook page. Of those that had, only 31 were found to have posted sexual health-relevant content at least once a month. Many of these 31 organizations were also unsuccessful in maintaining regular official and user activity on their page. In order to assess the quality of the Facebook pages as Web-based information resources, the sexual health-related official activity on each page was analyzed for information (a) value, (b) reliability, (c) currency, and (d) system accessibility. User responsiveness to official posts on the pages was also used to discuss the potential of Facebook as a sexual health information delivery platform.
The case helps the students explore a capacity utilization problem faced by the CEO of Maujan.pk. The financial statements from the fiscal year 2013–2014 put the CEO, Tahir, in a difficult spot. According to these reports, his main business, which was online discount coupons, has been outpaced in growth by his side business, Facebook management. Tahir had launched the Facebook management business as an afterthought; his strategic business decisions never factored it as a major consideration. Now, Tahir is forced to reflect on this matter, especially because of resource constraints. Being a small company with six employees, he has had to share resources between the two businesses. Now that his side business has grown faster than the main business, Tahir finds himself understaffed. Meanwhile, the original business is slowing down, and few avenues of growth are forthcoming due to network congestion (network effects model). Keeping this in mind, a decision must be made to choose one of the two businesses or expand and continue them both. The expansion would mean significant logistic overhead and initial resource starvation. This is perplexing for someone like Tahir, who is a real hands-on manager. Eventually, inaction would lead him to these problems, as the business would continue to grow to further compete for the same resources. Each decision has its merits and demerits in a fast-moving Pakistani digital market where copycat businesses can spring up within days, and customer loyalty is mercurial at best.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
customersupport@researchsolutions.com
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.