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.

Success factors of health promotion: Evaluation by DEMATEL and M-DEMATEL methods — A case study in a non-profit organization

“…In addition, this research intends to compare the original DEMATEL with M-DEMATEL to identify the success factors of health promotion. The procedures of these two comparison methods can be summarized as follows [ 52 , 68 , 69 ].…”

Role of Blockchain Technology in Combating COVID-19 Crisis

“…Liao identified various social marketing success criteria that aimed to improve health promotion performance by using an optimization method. He opted for the Fuzzy decision-making trial and evaluation laboratory (F-DEMATEL) [15]. A records collection from medical examination present the limitations that was emphasized by Shen et al [16], who proposed an efficient data-sharing scheme called MedChain.…”

“…In March 2018, it grew up to 8 MB. The more transactions that are processed, the larger block that is needed, but the faster processing that is obtained [15]. Figure 1 shows how blocks are connected in the blockchain network.…”

Model for Social Marketing Impact on Consumers Healthy Lifestyle Choice

“…Allowing an audience to change behavior voluntarily rather than compulsively is a key goal of social marketing. Liao (2020) identifies appropriate media and audience orientation as equally important criteria. In order to successfully implement a social marketing campaign in the field of health promotion, the needs of consumer must be taken into account and message disseminated to engage the audience (Liao, 2020).…”