Validating the Effectiveness Indicators of Social Marketing Communication Campaigns for Reducing Health-Risk Behaviors Among Youth in Thailand

Abstract

This study aims to validate the effectiveness indicators of social marketing communication campaigns for reducing health-risk behaviors among Thai youth by using a quantitative research with 1,000 undergraduate students aged 18-24 years old in Thailand. A secondorder confirmatory factor analysis was used to check compliance with empirical data at the .05 significance level. The findings showed that the effectiveness indicators of social marketing communication campaigns for reducing health-risk behaviors among Thai youth consist of forty-nine indicators from eight core components: 1) attitude toward health-risk behaviors reduction, 2) subjective norms, 3) perceived behavioral control, 4) intention to reduce health-risk behaviors, 5) practices for reducing health-risk behaviors, 6) knowledge in dangers and impacts of health-risk behaviors, 7) campaign brand equity, and 8) communication networks. These new developed effectiveness indicators should be taken into evaluating the effectiveness of social marketing communication campaigns for reducing health-risk behaviors among youtheffectively and efficiently for a sustained success both in Thailand and in international level.

Development of Quality Indicators for Pharmaceutical Care Performance Assessment in Nigerian Community Pharmacies: A Delphi Panel

“…In the third round of the Delphi panel, indicators considered valid were those that met the following criteria: (1) 80% of the participants rated three or higher on a 5-point scale; (2) the mean score on the Likert scale was>3.5; (3) the median on the Likert RESULTS scale was>3.5; and (4) the absolute value of the difference between the median and the mode was<1.00 [5,6,7,23].…”

“…The Delphi method was used to achieve consensus on quality indicators for assessing pharmaceutical care performance in the Nigerian community pharmacies by surveying a panel of experts. RAND Corporation developed Delphi technique in Santa Monica, California, in the 1950s during the Cold War when the US devised a Delphi project to forecast the impact of technology on military capabilities' development [5]. Delphi technique is a research design that uses a series of questionnaires to gain consensus involving multiple iterations to get information and results from panel members between each round [5,6].…”

“…RAND Corporation developed Delphi technique in Santa Monica, California, in the 1950s during the Cold War when the US devised a Delphi project to forecast the impact of technology on military capabilities' development [5]. Delphi technique is a research design that uses a series of questionnaires to gain consensus involving multiple iterations to get information and results from panel members between each round [5,6]. To regard a procedure as Delphi, four features are necessary.…”

“…To regard a procedure as Delphi, four features are necessary. These features include iteration, controlled feedback, anonymity and statistical analysis of responses [5,7].…”

Alcohol Marketing and Consumption in Thailand: Results from the International Alcohol Control Policy Study

“…The alcohol industry in Thailand spends approximately 1,000 million baht (US$ 32 million) on average each year on alcohol advertising (AC Nielsen Thailand, 2012). Additionally, alcohol companies attempt to sell their products through sports advertising, or by marketing their brand or logo via websites and online social networks, both directly and indirectly (Institute of Alcohol Studies, 2017;WHO, 2019), aimed particularly at adolescents (Vantamay, 2012). A narrative review study indicates that there are associations between exposure to alcohol marketing and alcohol use among young people (Lobstein et al, 2017).…”