Social Marketing Model Research Articles

Research on the Impact of Social Media Live-Streaming on Consumer Purchasing Behavior and Its Coping Strategies

Due to the rapid development of network technology and the popularity of live-streaming, more and more businesses and individuals are using live-streaming to promote their products, giving rise to a new marketing model of social media live-streaming. Based on the social media live-streaming market, businesses or enterprises focus on tapping into new consumer demand, and social media live-streaming marketing has gradually expanded into various fields. Based on the SOR theory, this paper discusses how to improve the coping strategies of consumer purchasing behavior through social media live-streaming by analyzing the representative factors affecting consumer purchasing behavior such as anchors, brands, and live-streaming content in social media live-streaming. The results of this study will contribute to a better understanding of the relationship between social media live-streaming marketing models and consumer purchasing behavior and will help to reveal the potentials and limitations of social media live-streaming, thus providing valuable ideas and scientific basis for social media live-streaming marketing strategies.

Tendency to Addiction from the Viewpoints of the Youth and Their Parents Based on the Marketing Model (Com-B), in 2020, Yazd

Introduction: The present research was conducted with the aim of explaining the views of teenagers-the adults and their parents regarding the prevention of drug addiction based on the mixed elements of the marketing model (audience needs, access to services, cost, and communication). Methods: This research was conducted based on a qualitative research method using an exploratory method. 14 teenagers-adults and 10 parents, 24 participants were selected through targeted sampling, from the marginal neighborhoods of Yazd in 2019; the neighborhoods included Maryam Abad, Hassan Abad, and Skan. In total, 2 semi-structured in-depth interviews with parents and 3 focused group discussions were conducted with the presence of teenagers and young people in the neighborhood. In this study, the information, including demographic characteristics, and the results of market analysis were obtained with elements of Communication for Behavioral Impact (COMBI) social marketing model; they were investigated using focus group discussions (FGD) and semi-structured face-to-face interviews. Data were analyzed based on the content analysis method. Results: The qualitative study resulted in 63 codes, 26 subcategories, 4 categories, product, location, cost, and promotion according to the COMBI model structures. Product category or behavioral characteristics, having peace of mind, and seeking independence were mentioned by both groups of parents and the youth as the factors of addiction tendency. But, regarding the cost of addiction, while teenagers and the young people considered the social side effects of drug use, such as losing friends, more important, parents were more concerned about the physical side effects of drugs. Location or environmental and social conditions were important for both groups of parents and the youth. Conclusion: The results showed that although both groups of teenagers-the youth and their parents pointed to the social, environmental, and individual factors of addiction, their intended examples were different in many areas. Parents considered the most important factor in the tendency to drugs addiction to be the structure of the audience's need, having peace of mind, compensating for the sense of deficiencies and the need for independence, and the youth suggested the use of virtual space and creating motivation and awareness campaign to prevent addiction as a suitable method. Perceived costs according to the young people were loss of friends, feeling of rejection, loss of self-confidence, and negative view of others towards addiction. One of the reasons for the tendency towards addiction was mentioned by the young people as the location and easy access to drugs, and the parents said that the suitable place for the tendency towards addiction was having a risky and inappropriate family.

“We know what we should be eating, but we don’t always do that.” How and why people eat the way they do: a qualitative study with rural australians

BackgroundThere is evidence that most people are aware of the importance of healthy eating and have a broad understanding regarding types of food that enhance or detract from health. However, greater health literacy does not always result in healthier eating. Andreasen’s Social Marketing Model and Community-Based Social Marketing both posit that, in order to change health behaviours, it is crucial to understand reasons for current behaviours and perceived barriers and benefits to improved behaviours. Limited research has been conducted, however, that explores these issues with general populations. This study aimed to help address this gap in the evidence using a qualitative methodology.MethodsThree group discussions were conducted with a total of 23 participants: (1) young women aged 18–24 with no children; (2) women aged 35–45 with primary school aged children; and (3) men aged 35–50 living with a partner and with pre- or primary school aged children. The discussions took place in a regional centre of Victoria, Australia. Transcriptions were thematically analysed using an inductive descriptive approach and with reference to a recent integrated framework of food choice that identified five key interrelated determinants: food– internal factors; food– external factors; personal-state factors; cognitive factors; and sociocultural factors.ResultsWe found that food choice was complex, with all five determinants evident from the discussions. However, the “Social environment” sub-category of “Food-external factors”, which included family, work, and social structures, and expectations (or perceived expectations) of family members, colleagues, friends, and others, was particularly prominent. Knowledge that one should practice healthy eating, which falls under the “Cognitive factor” category, while seen as an aspiration by most participants, was often viewed as unrealistic, trumped by the need and/or desire for convenience, a combination of Food-external factor: Social environment and Personal-state factor: Psychological components.ConclusionsWe found that decisions regarding what, when, and how much to eat are seen as heavily influenced by factors outside the control of the individual. It appears, therefore, that a key to improving people’s eating behaviours is to make it easy to eat more healthfully, or at least not much harder than eating poorly.

In-depth analysis to develop a social marketing model to promote women's participation in waste segregation behaviour: A qualitative study

Waste separation is one of the key factors in managing solid waste and creating a healthy environment. Waste separation at source has always been associated with challenges. Therefore, this study was conducted to determine the perceptions of housewives and related parties regarding the factors that influence waste separation behaviour and to identify approaches to improve behaviour based on the social marketing framework. This study was conducted as a qualitative content analysis in Amol City in 2022. The data was collected through semi-structured individual interviews. A total of 25 housewives were selected as main participants and 5 stakeholders through purposive selection. The results of the study included lack of awareness of recyclable materials (product), personal, family and environmental barriers (price), lack of doorstep collection of dry waste (place), and lack of use of appropriate technology (promotion). The lack of financial resources, inappropriate political measures and the coronavirus pandemic were also the causes of this challenge. Most participants cited environmental and educational deficits as the main reason for not separating waste. It is possible to improve waste sorting behaviour at source through appropriate behavioural interventions at the individual, social and environmental levels. Researchers can use the results of this study to design, implement and evaluate waste segregation intervention programmes for housewives.

Social Media Based Marketing Model to Improve School Reputation

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.

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

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.

Humanistic Marketing and Digitalization for Quality of Life and Sustainability: a Theoretical Approach

Marketing plays a key role in the configuration of human and organizational actions through the design, digitalization and communication of social and economic values.
 In a digital age, Marketing strategies are at the center of several controversies like the growth of consumeristic practices, environmental damage and public opinion manipulation among others. However, Marketing is a scientific discipline and practice that demonstrated its capacity to increase people’s quality of life.
 The objective of this paper is to present a theoretical framework of Humanistic Marketing for the promotion of quality of life based on Human-to-Human Marketing, Strategic Orchestration and Social Marketing models.

Social marketing framework for anti-littering behavior: an integrated serial mediation model

PurposeLittering has been identified as a significant social issue in India that has negative impact on the environment as well as public health. Social marketing is a powerful tool for changing and sustaining pro-environmental behaviors, but so far no research has been found on the application of social marketing on changing littering behavior in India. This paper aims to integrate the two widely used social marketing models, health belief model (HBM) and theory of planned behavior (TPB), with an extra factor, environmental factors, in a holistic model to understand and predict anti-littering behavior in India.Design/methodology/approachIn total, 750 individuals were interviewed at 34 locations across the states of New Delhi and Punjab (India) in a field survey. For data analysis, confirmatory factor analysis and structural equation model techniques in AMOS 21.0 have been used.FindingsThe results of the study suggest that the perceived benefits and perceived barriers have a significant direct effect on the attitude toward anti-littering behavior. No direct impact of perceived threat has been found on attitude toward anti-littering behavior. The results also confirm the role of attitude, subjective norms and self-efficacy in influencing the anti-littering intention with attitude and subjective norms having a greater impact on intention as compared to self-efficacy. Furthermore, the results also highlight that the environmental factors and intention carry more weights than perceived behavioral control in influencing anti-littering behavior. Recognizing the importance of sequential mediators in the present study, the results of the serial mediation analysis revealed that attitude and intention sequentially mediate the path linking perceived benefits, perceived barriers and anti-littering behavior.Originality/valueTo the best of the authors’ knowledge, the current study in terms of theory building appears to be the first to integrate social marketing models HBM and TPB to explain and understand not only anti-littering behavior but also for setting a platform of behavior change in a larger context.

The role and use of social media as a medium for marketing tourist attractions and increasing tourist visits

This research aims to provide solutions to managers of the tourist attraction in increasing the number of tourist visits in the form of a marketing model that is cheap, easy, right on target, and can reach all elements of society without time and place limits, namely by using a social media platform. With this model, it is hoped that it can be used by the management and can further increase the number of tourist visits to Alas Kedaton. This tourist attraction has experienced problems in terms of the number of tourist visits since the Covid 19 pandemic. Until now the number of tourist visits has not returned to normal. On normal days it is still around 150 tourists, but it can increase to 800 people during the Galungan holidays. Even though the price of admission is 15,000 for children and 20,000 for adults, while foreign tourists are 30,000/person, with a low number of tourist visits, managers will still have difficulty covering their operational costs. The tourist attraction is located at Kukuh village, Marga sub-district, Tabanan district is a nature tour managed by the local village community so it is also a mainstay for villagers who work in this tourist attraction. Some of them work in the managerial field and some are souvenir traders who also serve as guides at the tourist attraction. Souvenir sellers at these attractions are also given the opportunity to become local tour guides at these attractions without asking for payment, but at the same time, they can offer their wares to the tourists they guide. While the tourism products offered by the Alas Kedaton tourist attraction are closely related to the preservation of nature and animals. This is perfect for educational tours. That way the market for this tourist attraction is actually very broad, especially for school children, students, teachers, lecturers, and other environmental observer communities. To create a social media platform-based marketing model, primary and secondary data will be sought. Primary data was obtained by conducting interviews with the object manager and secondary data was obtained from offline and online library sources. The data was then reduced, described, categorized and concluded, and analyzed using a qualitative descriptive analysis technique.

SOMETING: Inisiasi model peningkatan brand image berbasis social marketing pada UMKM Kelapa Parut Kota Semarang

Social marketing or social marketing is one way for a company to improve its brand image to be better known among the public. Social marketing activities can be based on activities such as caring for the environment and minimal waste generated from the business activities of an MSME or company. The purpose of this study is to find out more deeply about consumer perceptions of marketing activities carried out based on social marketing and to know whether social marketing can be a model for improving the brand image of a business. This research was carried out using qualitative methods by conducting in-depth interviews with grated coconut business owners and grated coconut consumers which in this study were taken from several Grated Coconut SMEs in Semarang City. By finding a new social marketing model, namely (SOMETING) as a basis for initiating an increase in MSME brand image or an effort to increase MSME awareness of the environment and make it easier for MSMEs to carry out social marketing to improve their business brand image. The contribution of the results of this research is that the new someting model can make it easier to describe in carrying out social marketing because the model is very easy to understand and run and the model is adapted to business conditions and consumers.Keywords: Brand Image, Social Marketing, Initiation, Something, Model

IMBRASM: INISIASI MODEL PENINGKATAN BRAND IMAGE BERBASIS SOSIAL MARKETING PADA UMKM KELAPA PARUT KOTA SEMARANG

Social marketing is one way for a company to improve its brand image to be better known among the public. Social marketing activities can be based on activities such as caring for the environment such as minimal waste generated from the business activities of an MSME or company. The purpose of this study is to identify more deeply the basis of social marketing, whether it can improve the brand image of the business or not, and with social marketing, the business can also provide benefits that have a good impact on the social environment of the community. This research was carried out using qualitative methods by conducting in-depth interviews with grated coconut business owners, consumers, and residents around the running grated coconut business environment, which in this study were taken from several Grated Coconut SMEs in Semarang City. The results of this study are in the form of a new social marketing model, namely (IMBRASM) as a basis for initiating MSME brand image enhancement or an effort to increase MSME awareness of the importance of running a business by taking into account environmental conditions. The contribution of this research is that the existence of the IMBRASM model will make it easier for Grated Coconut MSMEs to implement social marketing and can also be the beginning of the awareness process of MSME business actors on the importance of protecting the environment in running business operations.

Using social marketing theory as a framework for understanding barriers and facilitators of human papillomavirus screening in women: A qualitative study.

Human papillomavirus (HPV) is known as the common sexually transmitted disease and the cause of cervical cancer. The HPV test is being proposed as the primary screening tool for cervical cancer. This study aimed to identify barriers and facilitators of screening based on the social marketing model in designing interventions and planning to increase HPV screening. This qualitative directed content analysis was conducted between December 2020 to September 2021 to identify the key concepts of social marketing theory (i.e., the four P's: product, price, place, and promotion) in Mashhad, Iran. Semistructured interviews were fulfilled with 24 individuals (10 women with HPV and 14 key informants) after obtaining participants' consent, who were initially purposively sampled and snowball sampling was then used to facilitate further recruitment. Data analysis was carried out simultaneously with data collection. Following the code extraction, four main categories (themes) and 10 subcategories extracted. Subcategories included knowledge on screening, screening benefits, and motivational factors for screening (product), individual inhibitors, environmental inhibitors, and facility problems related to price, place of service delivery, and service delivery channels (place) and health promotion and education. Lack of knowledge about HPV and screening, negative attitudes toward sexually transmitted diseases, taboo about sexual issues in society, fear of the reaction of spouse and family members, lack of proper policies and information and communication challenges, high costs of screening, access barriers to facilities such as difficult transportation have been challenges of health systems. It is suggested that HPV screening as a standard method for detection of cervical cancer be considered and the barriers to access are removed.

The Theory of "Socialism with Chinese Specifics" And the Features of Building a Model of A Socially-Oriented Market Economy in China

The article examines the theoretical foundations of socialism with Chinese characteristics and the peculiarities of building a modern social market model in China. The main stages of the process are analyzed, from the initial stage at which a socialist society was created to the comprehensive modernization of socialism, the formation of a modern social market economy, and the building of Moderately prosperous society (Xiaokang). The role and contribution of Deng Xiaoping, one of the leaders of China and the main ideologist of socialist theory, in building a socialist system with Chinese characteristics is shown. The main provisions of Xi Jinping's concept of common prosperity and the course of its practical implementation are considered. The capability of the Chinese leaders to transform China into a "rich and powerful, democratic and civilized, harmonious and modern socialist state" by 2049 – the centenary of the founding of the People's Republic of China (PRC) – is evaluated.

'Walking the talk': Applying community-based social marketing to a pilot food waste programme at Lincoln Park Zoo.

Zoos and aquariums are uniquely situated to encourage the adoption of pro-environmental behaviours by the public at large. While the activation of conservation behaviours in a visitor base is necessary, there is an equally essential call to 'walk the talk' by aligning organizational missions and identity with internal practice. This study evaluated an adapted community-based social marketing (CBSM) model to foster food waste-related behaviour change in a unique audience of zoo staff and volunteers. This paper describes an innovative, real-world example of how conservation institutions can modify conservation psychology theories and the CBSM framework for the practical application of mission-aligned pro-environmental behaviour change campaigns. While audience engagement fluctuated throughout the campaign, we observed an attitudinal and/or behavioural shift in our target audience as a result of the campaign, indicating some success in achieving positive outcomes. The implications of these findings are discussed and recommendations are made about how to sustain momentum and participation in campaigns, including the utility of a scale for engagement approaches relative to organizational capacity and resources available.

Is it still possible to reduce population salt intake in the absence of adequate national policies and regulations? A social marketing intervention

PurposeHigh salt intake is one of the most important causes of some serious health problems. This study aims to evaluate the effects of a salt intake reduction intervention based on social marketing model in Ahwaz city, Iran.Design/methodology/approachThis was a before-after study with a control group using social marketing approach. Two similar residential complexes were chosen and randomly assigned into intervention or control groups. One hundred and thirty women were selected in each complex. Formative research was conducted, including focus group discussions (FGDs), a survey to identify cognitive factors of salt intake and a 24-h urine test to estimate salt intake value. Based on the results of the formative research, an intervention was planned and implemented for one month in the intervention group. The postintervention assessment was conducted repeating the cognitive survey and urine test. Statistical tests, including independent T-Test and paired T-Test, were used to compare the experimental and control groups.FindingsBefore the intervention mean salt intake levels were 8,574.41 and 8,282.23 mg/day in the intervention and control groups, respectively. The total mean scores of cognitive and behavioral factors were 25.32 and 26.41 out of 59 in the intervention and control groups, respectively. After the intervention in the intervention group, daily salt intake decreased significantly by 1,558.83 mg/day and mean total scores of cognitive and behavioral factors increased significantly by 10.73.Research limitations/implicationsDue to sodium excretion fluctuations in different days and/or different people, estimating sodium excretion based on one-day sample may have bias. Still, 24-h urine test is the most effective method to estimate population mean salt intake which is used in this study.Practical implicationsThe authors could not investigate urine sodium levels in other family members due to resource limitations. Knowing this could help us to see if similar results are achieved.Originality/valueDespite the lack of public policies to decrease population salt intake, interventions based on social marketing can significantly reduce salt intake. However, the long-term effect of such interventions will require further investigation.

Preconception care counselling among women with sickle cell anaemia in the south of Iran: a qualitative study based on social marketing model

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.

Estrategias de prevención del VIH/sida en hombres mayas migrantes de Yucatán: aportes desde la mercadotecnia social

There has been an increase in the amount of research that shows how migration status influences an increased risk of acquiring HIV/AIDS. The findings show that structural conditions of inequality lead to greater vulnerability. In Mexico, those who come from rural or indigenous populations face greater material shortage and abuses of their human rights. To achieve a better impact on prevention, less explored health promotion models need to be applied. The present work, carried out in two localities in southern Yucatan, shows how social marketing is a relevant and effective tool to build HIV/AIDS prevention strategies among the male Mayan population migrating to regional destinations. The research was carried out in two stages: a) the collection of data through the application of surveys that explore socio-demographic data, vulnerability factors, knowledge about HIV/AIDS and risk practices, which served as input for the second stage; b) the collaborative development of a prevention strategy based on Lee and Kotler Social Marketing model. With this we identified the desired outcomes for health; the threats to achieving those outcomes; the behavioral changes sought; the main barriers; the messages to be strengthened in interpersonal communication; the attitudes and knowledge that existed in response to the phenomenon. Finally, in collaboration with the participants we created a video and a play that were accepted in both communities.

Dissemination and Implementation of a Google Apple Exposure Notification System for COVID-19 Risk Mitigation at a National Public University: Protocol for a Pilot Evaluation Study in a Real-World Setting.

BackgroundAs SARS-CoV-2, the virus that causes COVID-19, spread rapidly across the United States in the spring of 2020, institutions of higher education faced numerous challenges associated with minimizing risk of exposure to COVID-19 among their students, faculty, staff, and surrounding communities. This paper describes the protocol, South Carolina (SC) Safer Together, developed by Clemson University (Clemson) to design, deploy, and evaluate multi-level communication and dissemination and implementation (D&I) strategies in line with recommendations from governmental and educational agencies to mitigate the risk of exposure to COVID-19. Safer Together was enhanced by the addition of the Google/Apple Exposure Notification app, an alternative strategy to support a recommendation of COVID-19 testing outcomes: contact tracing, isolation, and quarantine.ObjectiveThis study aimed to (1) describe the content and intended audiences of D&I strategies used to deploy recommended COVID-19 mitigation strategies on a major college campus; (2) determine the reach, acceptability, adoption, and use of D&I strategies among target audiences among university students, faculty, and staff; and (3) characterize barriers and facilitators to the implementation and use of recommended mitigation strategies.MethodsThe study team incorporated elements of the Health Belief Model, the Technology Acceptance Model, communication and social marketing models, and the Reach, Effectiveness, Adoption, Implementation, and Maintenance (RE-AIM) framework to identify and develop appropriate constructs and specific outcomes for inclusion in our approach to evaluate the communication, dissemination and implementation processes related to deployment of Safer Together at Clemson. A parallel convergent mixed methods design was used to (1) inform implementation strategies used to launch the program and (2) evaluate program reach, acceptability, adoption, and use guided by the RE-AIM framework. Data collection tools include surveys, data analytics–tracking, and focus groups or interviews with key stakeholders (students, employees, and university leadership).ResultsRigorously studying both the dissemination and implementation of Safer Together in a national public university setting is expected to yield lessons that will be valuable at many organizational and governmental settings. On a local level, broad adoption and use of the Safer Together may help reduce COVID-19 transmission and keep the university “open.” On a larger scale, lessons learned on how to influence student and employee behavior with respect to the use of a public health outbreak prevention tool including Safer Together may be applicable in future pandemic and outbreak situations.ConclusionsThis study proposes a structured, theory-driven approach to evaluate dissemination and implementation strategies associated with the deployment of Safer Together in a university setting from the viewpoint of students, employees, and university leadership. Our results will inform future implementation of apps such as Safer Together at major state universities in SC.International Registered Report Identifier (IRRID)DERR1-10.2196/32567

Effects of Integration of Social Marketing and Health Belief Model for Preventing Cholangiocarcinoma in High-Risk Areas of Thailand: A Community Intervention Study.

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.

Designing a Questionnaire to Measure Factors Affecting Utilization of Services for Diabetics in Health Centers Based on Social Marketing Model

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.
 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).
 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).
 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).
 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.