Older Adult's Opinion About Colorectal Cancer Screening based on Social Marketing Model

Some studies have linked the Seventh-day Adventist (SDA) church health-lifestyle with better wellbeing and longevity. However, there are suggestions that current initiatives by the SDA-church to prompt health behavior modifications have been inadequate. Current attempts seem to be largely downstream approaches without clear marketing guidelines. While social marketing has been noted to be a key success factor in behavior modification initiatives, it does not seem to have been used in promoting SDA health-lifestyle initiatives. Hence the study sought to bring in a social marketing perspective to the current initiatives being done to make the SDA health-lifestyle modifications attainable for more people. A multi-method design combining grounded theory and appreciative inquiry was used. Data was collected from SDA-public health academics and practitioners, health-lifestyle program participants as well as social marketing extant studies and models. The sources of data were 30 interviews, 20 extant studies on social marketing, 5 social marketing models and 5 forum presentations. The major finding of the study is a social marketing theory for SDA health-lifestyle modification suggesting that health-lifestyle behavior modification is driven by centers of influence that run benchmarked programs shaped by distinctively Adventist worldview, and guided via marketing design criteria. Social marketing is suggested as the missing link that makes it easier to implement health-lifestyle behavior adoption efforts.

The consumption of non-nutritious snacks instead of a proper breakfast is becoming more widespread among adolescents. It is expected that using the 4P (product, price, place, promotion) strategies of the social marketing (SM) model can help to better identify factors affecting healthy breakfast and snack consumption. The objective of this study was to develop and evaluate the psychometric properties of the Healthy Breakfast and Snack Consumption Scale (HBSCS) using the SM model. This was a cross-sectional descriptive study that was conducted in 2017. First, a scale was developed using the results of a qualitative research based on the SM model. Then, its face, content and construct validities as well as its reliability were assessed. Construct validity was evaluated via exploratory factor analysis conducted on a random sample of 300 high school pupils selected from five girls' schools located in Isfahan, Iran, using the multistage cluster sampling method. Exploratory factor analysis was performed using the methods of principle components extraction and varimax rotation with eigenvalues greater than 1. A four-factor structure that explained 61.73% of the total variance of the HBSCS included healthy breakfast and snack preferences, readiness to pay the price, place preferences and communication channel preferences. Items with an impact score of less than 1.5 were removed. Additionally, items with content validity ratio values of less than 0.62 and content validity index values of less than 0.79 were deleted. The Kaiser-Meyer-Olkin measure value was 0.74 [chi-squared (χ2) = 2353.622; p-value < 0.001]. The Cronbach's α values of the scale and its four dimensions were 0.71 and 0.56-0.72, respectively. This scale has acceptable validity and reliability. School authorities and health professionals can use this scale to screen adolescents at risk of consuming unhealthy foods and snacks. Besides, the scale might be used as a framework for assessing, implementing and promoting healthy eating behaviors among pupils.

A. R. Andreasen's (1995) social marketing model (SMM) is applied to structure feedback counseling for individuals who are unemployed. The authors discuss techniques used in commercial marketing and how they are equally applicable to solving societal problems; SMM and its application to social interventions; and structured feedback that moves a person from contemplating change to sustained behavioral modification, which can facilitate attitudinal and behavioral change. The relationship of SMM to motivational theories that support the potential of SMM for unemployment counseling is also discussed. The article concludes with a review of the integration of SMM by the New Zealand Employment Service.

Since 1971, The first email sent by Ray Tomlinson began, and the revolution of the communications era began. As digital marketing continues to deepen in all aspects of people’s lives, social relationship marketing as an emerging digital marketing tool is playing an increasingly important role in business activities. This paper adopts the case analysis method and SICAS model for the social relationship marketing model in digital marketing and takes the digital marketing case of Lululemon brand as an example, analyzes the decisive role of SICAS model in the social relationship marketing model and explores the relationship between the social relationship marketing model and user stickiness. By combining the study of Lululemon’s social relationship marketing case, the SICAS model is defined in the background of The Times, which plays an important role in enhancing user engagement and helping the sustainable operation of the company in the new digital marketing model. At the same time, the author has summarized the limitations of the article.

The non-optimal implementation of school promotions, as well as the lack of interactive social media-based school marketing models and guidelines, have an impact on the school's poor reputation. This research aims to develop an interactive social media-based marketing model to improve the school's reputation. This type of research is development research using mixed methods. The development model used is Borg and Gall. Product validation was carried out by 2 IT experts and two management experts. The product trial subjects are teachers, employees, students and parents. Data collection methods include interviews, document studies, questionnaires, observations and focus group discussions. Data collection instrument with questionnaire sheet. Data analysis techniques use qualitative and quantitative descriptive analysis. Process the model effectiveness trial data using the T-test on SPSS 21. The results of the research are the development of a marketing model with IT expert validation of 78% in the very feasible category. Assessment from management experts 90% is a very worthy category. The results of trials on research subjects regarding the model and guidelines for its use averaged 92% in the very feasible category. The product effectiveness test stated that treatment influenced the results in the experimental group. It was concluded that the social media-based marketing model and marketing guidebook "MAS SOLMED" and its guidelines could be used to improve the school's reputation. The implication of this research is that the development of a social media-based marketing model and marketing guidebook "MAS SOLMED" along with the guidelines that have been developed can be used to maintain and improve the school's reputation.

Background: Nutrition literacy can be defined as the degree to which people have the capacity to obtain, process and understand basic nutrition information. Objectives: The aim of this study was to apply a social marketing model in order to improve nutrition literacy and healthy eating habits in women. Methods: This was a mixed method sequential exploratory study. The first phase of the study was the qualitative study conducted based on content analysis within the framework of the social marketing model. Based on the extracted concepts from qualitative studies, two questionnaires were obtained. The nutrition literacy questionnaire and eating behavior questionnaire were implemented by applying public health approach and the structures of social marketing model, respectively. Validity of the nutrition literacy questionnaire was 0.7 and the results of R-test were P = 0.012, r = 0.75. Validity of the eating behavior questionnaire was 0.8 and 0.78 for Cronbach’s Alpha. The second phase of the study was an experimental trial with a control group. The study population included 752 married women. The interventions for nutrition literacy improvement were administered based on the Harvard Dietary Pyramid and social marketing model. Data analysis was performed using SPSS and by the application of chi-square, paired t-test, t-test, and Pearson’s correlation coefficient. Results: In the qualitative phase of the total interviews and discussion groups, 350 initial codes were obtained and based on the structures of social marketing model, they were grouped into two categories. during the analysis process four main themes and eight sub-themes including product (product/behavior, product/demand, product/benefit), price (individual barriers and social barriers), place and promotion (overcoming individual barriers, overcoming social barriers, the best way to send a message) were extracted. The results indicated a significant difference between the two groups in nutrition literacy score (P < 0.05) and nutritional behavior (P < 0.01) after the intervention. Conclusions: The concept of exchange in healthy diet social marketing was helpful in reducing the barriers to healthy diet and boosting the advantages of healthy eating from the customers’ viewpoint. Finally, the studied women were empowered through gaining healthy diet skills which led to healthy eating habits.

A Review of:&#x0D; Immroth, Barbara and W. Bernard Lukenbill. “Teacher-School Library Media Specialist &#x0D; Collaboration through Social Marketing Strategies: An Information Behavior Study.” School Library Media Research 10 (2007). 22 April 2008 .&#x0D; &#x0D; Objective - The study attempted to apply the strategies of social marketing theory to collaboration between school librarians and teachers.&#x0D; &#x0D; Design - Based on the 1972 theory of social marketing by Zaltman, Kotler and Kaufman, a cohort of students in a graduate-level practicum established a collaborative unit with selected teachers within their school. In addition, two focus groups were conducted in alternate schools to gauge the overall attitudes of teachers toward collaboration with school librarians.&#x0D; &#x0D; Subjects - Students (student librarians) in a graduate-level certification class for Texas school librarians, and both teachers and librarians in host schools/districts for the graduate students’ practicum experiences&#x0D; &#x0D; Methods - Researchers used qualitative approaches, both case study and focus groups, to gather data about the collaborative interactions between teachers and school librarians. The interactions were designed using the social marketing AIDA model (Attention, Interest, Desire, and Action). Social marketing, based on models of commercial marketing, assumes that social goodwill is a motivator for establishing interactions between groups – or selling a service that is for the greater good. &#x0D; &#x0D; Students in a graduate-level practicum were instructed to develop a strategy based on the AIDA model to elicit and carry out a collaborative unit with teachers in their host schools. They were given specific guidelines by the principal investigators that included:&#x0D; &#x0D; • Instructions for designing announcements, leaflets, and conferences as marketing strategies&#x0D; • Instructional unit designs for subject content and information literacy skills &#x0D; • Incentive payments of $200 to be used for library resources as an incentive to collaborate.&#x0D; • The steps to engaging in the collaborative process&#x0D; • Procedural guidelines for taking field notes, unobtrusive observations and informal evidence.&#x0D; &#x0D; Summative evaluation was based on a reflective journaling exercise by both student librarian and teacher. Measurements and recordings were analysed using accepted case study methods.&#x0D; &#x0D; Main Results - Social Marketing Model&#x0D; &#x0D; The researchers evaluated the study in each of the four aspects of the Social Marketing Model.&#x0D; &#x0D; Attention (A) – Gaining Attention and Convincing.&#x0D; &#x0D; Efforts to gain attention through student choices of flyers to teachers were not successful. E-mail announcements were more effective, but it appeared that direct librarian-teacher contact was the most effective. The monetary incentive also did not appear to have an effect on response rate. Host librarians did make suggestions regarding the appropriateness of when and how to distribute the flyers in some cases. Researchers concluded that perhaps such a straightforward advertising approach did not fit in the established relationships, and may be a better choice for new librarians who are establishing their presence in schools.&#x0D; &#x0D; Interest (I) -- Promoting Interest in Services and/or Products&#x0D; &#x0D; Researchers noted that initial strategies did not promote interest in the field study project. Teachers cited time and test–related curriculum restraints, and viewed the project as an “extra” responsibility. The researchers note the need to establish the value of the collaborative instruction to long-term goals for both teachers and librarians. The focus groups showed more interest in collaboration, and an awareness of the value of librarians’ collaboration in promoting effective teaching and improving student achievement. &#x0D; &#x0D; Desire (D) and Action (A) – Recognizing Values and Taking Action.&#x0D; &#x0D; Field test responses did not reflect desire on the part of teachers to collaborate with student librarians. Only two teachers responded directly to the advertisement. The offer of monetary incentive ($200 in library supplies) also did not appear to increase motivation of teachers to participate. &#x0D; &#x0D; Results after the field test showed that overall, teachers gained an appreciation of the value of collaboration with school librarians, and indicated they would be open to future projects.&#x0D; &#x0D; Action Process themes of successful marketing campaigns were evident in the results of the study and benefits in being exposed to new resources and information approaches were reported by teachers.&#x0D; &#x0D; The concept of territoriality of teachers, and how much authority is shared with librarians in a collaborative setting, was an aspect not explored by the study, although indications from both the field test and the focus groups showed that the perception of the competency of the student librarian, and the teacher’s personal approach (structured vs. more relaxed) affected the release of teaching authority. &#x0D; &#x0D; The librarian bringing ideas, concepts and directions to teachers can enhance collaboration. Opportunities to collaborate based on objectives of state-mandated exams to develop specific skills can also foster collaboration.&#x0D; &#x0D; &#x0D; Main Results - Collaborative Research&#x0D; &#x0D; This project reflected much of the earlier research in collaboration and added data to support the importance of the findings of the landmark Mettessich and Monsey (1972) study of collaboration. Shared interest, mutual trust, flexibility, adaptability and clear roles and policies were all reflected as needs in the current study. In addition, clear communication, shared goals and purposes and the need to have leadership from the school librarians in establishing collaborative interactions was reiterated. &#x0D; &#x0D; Predictive behaviour of teachers toward collaboration included time and overall commitments to other teaching responsibilities. Confidence in the skills and knowledge of the librarian also affected the teachers’ willingness to collaborate. &#x0D; &#x0D; Conclusions - Social exchange theory and community psychology were cited by the researchers as two theoretical concepts that affected the design and interpretation of data. They suggest that these two strategies may be most helpful in situations that have less than optimal environments for collaboration, where librarians have not been successful, or are not considered equal to the tasks.

BackgroundOver the past two decades, social marketing programs have become an important element of the national family planning and HIV prevention strategy in several developing countries. As yet, there has not been any comprehensive empirical assessment to determine which of several social marketing models is most effective for a given socio-economic context. Such an assessment is urgently needed to inform the design of future social marketing programs, and to avoid that programs are designed using an ineffective model.MethodsThis study addresses this issue using a database of annual statistics about reproductive health oriented social marketing programs in over 70 countries. In total, the database covers 555 years of program experience with social marketing programs that distribute and promote the use of oral contraceptives and condoms. Specifically, our analysis assesses to what extent the model used by different reproductive health social marketing programs has varied across different socio-economic contexts. We then use random effects regression to test in which socio-economic context each of the models is most successful at increasing use of socially marketed oral contraceptives and condoms.ResultsThe results show that there has been a tendency to design reproductive health social marketing program with a management structure that matches the local context. However, the evidence also shows that this has not always been the case. While socio-economic context clearly influences the effectiveness of some of the social marketing models, program maturity and the size of the target population appear equally important.ConclusionsTo maximize the effectiveness of future social marketing programs, it is essential that more effort is devoted to ensuring that such programs are designed using the model or approach that is most suitable for the local context.

Pregnancy in women afflicted with sickle cell anaemia has certain adverse effects. The present research aimed to promote the quality of preconception care counselling programs. To do this, Hormozgan Province recruited 25 diseased women and five key informants. To acquire the necessary information, in-depth semi-structured interviews were undertaken. Graneheim's directions for guided content analysis were followed while analysing the data. The results were reported in four categories based on the social marketing constructs. Provision of sickle cell services and preconception care counselling were suggested. The participants preferred to be interviewed in comprehensive healthcare centres in their neighbourhood. The high cost of the lab and medical services was raised as an issue. Face-to-face communication together with other care services was suggested. Providing consultation services in nearby places as in the neighbourhood, including local comprehensive care centres, face-to-face interventions, and mass media, can effectively promote preconception care counselling participation. IMPACT STATEMENT What is already known on this subject? The high rate of maternal mortality in women afflicted with sickle cell disease in the south of Iran has attracted growing attention to preconception care counselling in these women. It seems that the social marketing model, due to its audience-based nature, is effective in the acceptance of participatory behaviour in preconception care counselling. To the best of the present researchers’ knowledge, there is no similar research in this respect in Iran. What do the results of this study add? Participants’ discourse analysis has led to the recognition of the social marketing constituent elements in participation in Preconception care counselling. In their accounts, the participants drew attention to ‘Provision of sickle cell services’ and ‘Provision of Preconception care counseling for sickle cell disease’ in their accounts. The participants also mentioned personal, organisational, and sociocultural barriers to the rate of participation. The optimal place was determined for the consultation, and the means of communication were also decided on for implementing the program. What are the implications of these findings for clinical practice and/or further research? Policy-makers and programmers can use the present findings to guide the design and implementation of interventional programs to promote participation in Preconception care counselling for women who have sickle cell disease.

The objective of the present study is to design a social media-based marketing model within research and development (R&amp;D) policies using the strategic CATWOE approach in the home appliance industry of the country. Given the identification of components and indicators, the statistical population in the qualitative phase includes experts, professionals, and university faculty members specializing in social media-based marketing. The statistical population consists of experts in the field of social media marketing, selected using the snowball sampling method and theoretical saturation. In such studies, the number of experts typically ranges between 10 to 20 individuals. In the quantitative phase, the statistical population comprised home appliance marketers across the country, and due to the population's infinite size, the sample size was determined to be 384 individuals. Participants were selected using simple random sampling. To measure the variables, a standardized questionnaire was employed. The validity of the questionnaire was assessed through confirmatory factor analysis, and its reliability was evaluated using Cronbach’s alpha coefficient. The research model was tested using structural equation modeling with the help of PLS software. As a result of the qualitative testing of the first research question and conducting three rounds of the Delphi method, 10 components and 36 sub-components of the social media-based marketing model were confirmed. According to the results of the second question, all 10 identified dimensions had a statistically significant impact on research and development, and the standard impact values of each dimension were reported. The third question revealed the following ranking: knowledge capital ranked first, technological factors second, business infrastructure factors third, business transformation factors fourth, business strategy factors fifth, infrastructural factors sixth, business investment factors seventh, supportive policy factors eighth, global business attitude factors ninth, and business constraint factors tenth.

Purpose – This article aims to propose that increased guidance on the implementation of social marketing principles for sustainability issues can advance both implementation and empirical evaluation. The primary goal of this paper is to ignite further empirical investigation of social marketing for sustainability by first presenting benchmark criteria for one social marketing model – community-based social marketing (CBSM) – and second, applying this framework to the case study of musician Jack Johnson’s “All at Once” (AAO) campaign. Design/methodology/approach – The research design is twofold. First, based on Doug McKenzie-Mohr’s CBSM model, a series of 21 benchmarks for assessing the key components of an effective CBSM initiative was developed. Second, this tool was applied to information gathered from Jack Johnson’s extensive outreach promoting AAO initiatives including reports, videos as well as interviews and in-person meetings with the Jack Johnson team. Findings – Application of the benchmark criteria to the Jack Johnson case study showed that seven out of the 21 benchmarks were integrated into the AAO campaign; seven were partially integrated and seven were not integrated in the program’s design. In particular, the use of commitments, incentives, norms and social diffusion was clearly present as was a final evaluation of the full-scale implementation of the campaign. Originality/value – The CBSM benchmarks are meant as a starting point to further assess and compare the effectiveness of CBSM initiatives. Further research should be done to explore how criteria should be weighted and which of the 21 principles need to be present in the design and implementation of an effective CBSM program.

Background and objective: Physical activity is an important behavior to reduce the risk of non-communicable diseases. Providing the context for physical activity in the workplace in addition to promoting the employees' physical and mental health has significant economic benefits for organizations. We conducted the present study using a social marketing model to explain the determinants of a Workplace Health Promotion in promoting physical activity among employees of government organizations in Yasuj, Iran.Materials and methods: The present study was qualitative research with directed content analysis based on the social marketing model. Thirty-three employees of government organizations in Yasuj were included in the study using the purposive sampling method. The data collection method included semi-structured interviews and observation. Data analysis was performed manually and by the qualitative content analysis method. The implementation data were systematically sorted and analyzed and classified into five steps.Results: Organizational structure, organizational policies, and a supportive interpersonal climate were extracted and categorized as characteristics of workplace health promotion programs from participant interviews. In addition to participants' emphasis on receiving information from reputable sources, virtual communication networks such as WhatsApp and real communication networks such as physicians and specialists were their preferred media for education and information.Conclusion: Due to the complexity of workplace, diversity, and multiplicity of factors and determinants of physical activity, the findings of the present study will be a basis for designing an appropriate and effective intervention and organizational changes to promote physical activities among employees in the future.

Background: The needs and demands of patients as one of the pillars of marketing in the health field require the right tools to identify consumers’ requests.&#x0D; Objectives: This study was conducted to develop a tool to evaluate services utilization behavior by type 2 diabetics in health centers based on a social marketing model (ie, 7 Ps).&#x0D; Methods: This study was conducted in two main stages. The first stage was performed with the aim of the initial design of the tool (ie, a questionnaire) through a literature review and professionals’ opinions. The second stage was performed to confirm the validity and reliability of the prepared questionnaire in the previous stage through calculating the impact score, content validity index (CVI), content validity ratio (CVR), and Cronbach’s alpha coefficient. The study participants included 8 academic and executive experts in the field of health and diabetes, 30 diabetic patients to calculate the impact score, and 50 patients with diabetes to calculate the Cronbach’s alpha through test-retest. The data were analyzed using SPSS software (version 18).&#x0D; Results: According to the results of the first stage of the study, a questionnaire with 46 items was designed. After determining the formal and content validity quantitatively and qualitatively, 8 items were deleted, and a questionnaire with 38 items was provided. Finally, the validity and reliability of the instrument were confirmed (CVI = 0.91; CVR = 0.92; intraclass correlation coefficient = 0.89; Cronbach’s alpha = 0.92).&#x0D; Conclusions: This questionnaire with confirmed validity and reliability helps analyze the diabetics’ behavior and specifies the reasons for the acceptance or rejection of the services of the diabetes unit by patients. Therefore, it can be used in health centers providing services for diabetics.

BackgroundSkipping breakfast and replacing it with non-nutritious snacks are progressively increasing among adolescents. This study aimed to develop an educational intervention based on the Social Marketing Model and evaluate its effects on healthy breakfast and snack consumption among female adolescent students.MethodsThis mixed-methods study was conducted in 2016–2019 in two phases. In the first phase, a qualitative study was conducted through directed content analysis in guidance schools in Khorramabad, Isfahan, and Tehran, Iran, to explore factors affecting breakfast consumption. The results of this phase were set in the benchmarks of the Social Marketing Model. In the second phase, a randomized controlled trial was conducted based on the benchmarks of the Social Marketing Model on 94 students randomly recruited from guidance schools in Khorramabad, Iran.ResultsThe findings of the qualitative phase were categorized into the benchmarks of the Social Marketing Model, namely the social marketing mix, the intended behavior, internal and external competing factors for behavior modification, theoretical concepts related to the behavior, and the role of supporters. In the quantitative phase, the univariate analysis showed significant between-group differences concerning the product, price, promotion, and behavior (p < 0.05).ConclusionHealthy breakfast and snack consumption can be promoted through making acceptable the tastes, costs, preparations, and consumption places of breakfast and snack.Trial registrationThe trial was registered in the Iranian Registry of Clinical Trials (code: IRCT20170201032347N1).The trial was registered in 11/07/2018 and is accessible on the Iranian Clinical Trial Registration website.

Introduction/Objective:To examine the effects of applying social marketing and Health Belief Model (HBM) in preventing cholangiocarcinoma (CCA) in high-risk areas of Thailand.Methods:About 2 randomized high-risk areas of CCA from multiple-stage sampling were assigned as study areas. The 150 participants were allocated to the experimental group, which received a 12-week health education program that applied social marketing and HBM. The comparison group received the usual services. Data were collected by a questionnaire created by the researchers. We employed descriptive, inferential statistics (paired t-test and independent t-test) for normal distribution, while Analysis of Covariance (ANCOVA) was used for mean scores differing before the experiment.Results:After the experiment, the mean scores of the perceived risk of CCA, perceived severity of CCA, perceived benefits of CCA prevention, perceived barriers to CCA prevention, and correct behaviors of CCA prevention in the experimental group were significantly higher than those before the experiment the .05 level. They were also considerably higher than those of the comparison group at the .05 level.Conclusion:This is the first study to integrate social marketing and HBM for CCA prevention. Therefore, formulating policies or measures to prevent disease through public communication will form a model to avoid CCA and create a channel for distributing useful information to the general public.