Technology Acceptance, Social Marketing and the Design of a Mobile Health App to Support Active Ageing Amongst Senior Citizens in the Asia-Pacific Region

Chawla, Shailey; Sabharwal, Jagdeep Kaur; McCarthy, Breda; Erhardt, Rene

doi:10.1007/978-981-15-8517-3_11

Cited by 2 publications

(1 citation statement)

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“…The operationalization of the framework conceptualized in this paper requires the consideration of the usability variable of the Technology Acceptance Model (TAM). This is still a challenge, given the low level of digital literacy of some vulnerable populations, who are the specific target audiences of social marketing interventions, as well as disability conditions — i.e., among the elderly population, whose personal restrictions can constrain the use of such technologies, such as wearables and mobile apps to incentivize and control health issues among the senior population (Chawla et al, 2021; Guzman et al, 2021).…”

Section: Limitations and Future Researchmentioning

confidence: 99%

Conceptualizing an Omnichannel Approach for Social Marketing Under the Assumptions of the Transtheoretical Model of Change

Casais

2023

Social Marketing Quarterly

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Background Digital technologies are important touchpoints to stimulate marketing audiences. In the field of social marketing, digital marketing is considered important, but has been mainly used to raise awareness of social causes. Focus of the Article This paper considers the conceptualization of a model to conduct the conversion of behavior change, using both offline and digital marketing techniques. Research Question The paper seeks to investigate existing research on how digital marketing concepts can be integrated into a social marketing strategy. Approach The proposed conceptual model follows the process of the stages of change and considers the theoretical social marketing frameworks, applying the assumptions of citizens’ journey and the use of adequate digital and physical touchpoints to convert behavior. Importance to the Social Marketing Field The model offers theoretical advances for social marketing, going beyond the stage of raising awareness of social causes in social networks, and integrates the assumptions of an omnichannel strategy for social marketing interventions focused on behavior change conversion. Methods The paper follows the benchmark method of theories to build a conceptual model. Results The Omnichannel Social Marketing Model Through Stages of Change presents adequate digital and physical marketing techniques for the different stages of the social change process. Recommendations for Research or Practice The model can be used in future research to measure the effectiveness of social marketing, considering the inclusion of digital technologies and marketing techniques in social marketing strategy. The model also guides social marketing managers in using both digital and offline marketing techniques in an integrated and strategic manner for effective and long-term conversion of change. Future research can apply the model to social marketing cases to generalize its application. Limitations The conceptual model is designed in a bottom-up approach, based on the literature review.

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Section: Limitations and Future Researchmentioning

confidence: 99%