Advancing Social Marketing in Healthcare: Leveraging the Internet of Behavior Technology to Overcome Data Collection and Analysis Challenges
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Abstract
Social marketing aims to address public health challenges by promoting positive behavior change through the application of marketing principles and techniques. This approach involves the creation, communication, and delivery of value-based interventions designed to drive social change and enhance public welfare (1). By leveraging commercial marketing concepts and tools, social marketing advances social objectives and improves societal well-being. It emphasizes understanding and addressing the needs, wants, and motivations of the target audience to effectively influence behavior (2). This method involves the systematic planning and execution of campaigns aimed at achieving specific social goals, such as improving health outcomes, promoting environmental sustainability, and encouraging civic engagement (3). Social marketing plays a crucial role in healthcare by reaching diverse populations, raising awareness, changing attitudes, and ultimately motivating individuals to adopt healthier behaviors. Notable applications include smoking cessation (4), promoting vaccination uptake (5), combating obesity and encouraging healthy eating habits (6), raising mental health awareness and reducing stigma (7), HIV/AIDS prevention (8), road safety and injury prevention (9), controlling the spread of pandemic (10), and increasing awareness about organ donation (11).
1. Lee NR, Kotler P. Social marketing: Changing behaviors for good: Sage Publications; 2015.
2. Truong VD, Dang NVH. Reviewing Research Evidence for Social Marketing: Systematic Literature Reviews. In: Kubacki K, Rundle-Thiele S, editors. Formative Research in Social Marketing: Innovative Methods to Gain Consumer Insights. Singapore: Springer Singapore; 2017. p. 183-250.
3. Seguin-Fowler RA, Hanson KL, Villarreal D, Rethorst CD, Ayine P, Folta SC, et al. Evaluation of a civic engagement approach to catalyze built environment change and promote healthy eating and physical activity among rural residents: a cluster (community) randomized controlled trial. BMC Public Health. 2022;22(1):1674. https://doi.org/10.1186/s12889-022-13653-4
4. Fitrianto ME, Dharmmesta BS, Purwanto BM. Imagine it happening to my classmates: using video testimonials as a social marketing intervention in adolescent smoking cessation programs. Cogent Business & Management. 2024;11(1):2321927. https://doi.org/10.1080/23311975.2024.2321927
5. Bardus M, Assaf SA, Sakr CJ. Using Social Marketing to Promote COVID-19 Vaccination Uptake: A Case Study from the “AUBe Vaccinated” Campaign. Vaccines. 2023;11(2):459. https://www.mdpi.com/2076-393X/11/2/459
6. Hennessy E, Shonkoff E, Harelick L, Bakun P, Chui K, Roberts S, et al. The impact of a community social marketing campaign on children’s meal orders and consumption: main outcomes from a group randomised controlled trial. Public Health Nutrition. 2023;26(1):256-61. https://doi.org/10.1017/S136898002200163X
7. Potts LC, Henderson C. Evaluation of anti-stigma social marketing campaigns in Ghana and Kenya: Time to Change Global. BMC Public Health. 2021;21(1):886. https://doi.org/10.1186/s12889-021-10966-8
8. Marshall B, Salabarría-Peña Y, Johnson W, Moore L. Reaching racial/ethnic and sexual and gender minorities with HIV prevention information via social marketing. Evaluation and Program Planning. 2022;90:101982. https://doi.org/https://doi.org/10.1016/j.evalprogplan.2021.101982
9. Ngondo PS, Klyueva A. Fear appeals in road safety advertising: an analysis of a controversial social marketing campaign in Russia. Russian Journal of Communication. 2019;11(2):167-83. https://doi.org/10.1080/19409419.2018.1555772
10. Sadeqi-Arani Z. Controlling the Spread of COVID-19 Pandemic: A Review of Evidences of Social Marketing Mixed Approach. ijsr. 2023;1(4):1-12. http://ijsr.ir/article-1-96-fa.html
11. Čož S, Kamin T. Systematic Literature Review of Interventions for Promoting Postmortem Organ Donation From Social Marketing Perspective. Progress in Transplantation. 2020;30(2):155-68. https://doi.org/10.1177/1526924820913509
12. Parkinson J, Schuster L, Russell-Bennett R. Insights into the complexity of behaviours: the MOAB framework. Journal of Social Marketing. 2016;6(4):412-27. https://doi.org/10.1108/JSOCM-10-2015-0071
13. Bogomolova S. Mechanical Observation Research in Social Marketing and Beyond. In: Kubacki K, Rundle-Thiele S, editors. Formative Research in Social Marketing: Innovative Methods to Gain Consumer Insights. Singapore: Springer Singapore; 2017. p. 125-43. https://doi.org/10.1007/978-981-10-1829-9_8
14. Parkinson J, Naidu J. Driving and evaluating social impact in health marketing. Health Marketing Quarterly. 2024;41(2):113-29. https://doi.org/10.1080/07359683.2024.2363568
15. Smith J, Zheng X, Lafreniere K, Pike I. Social marketing to address attitudes and behaviours related to preventable injuries in British Columbia, Canada. Injury Prevention. 2018;24(Suppl 1):i52. https://doi.org/10.1136/injuryprev-2017-042651
16. Dietrich T, Rundle-Thiele S, Schuster L, Connor J. Co-designing social marketing programs. Journal of Social Marketing. 2016;6(1):41-61. https://doi.org/10.1108/JSOCM-01-2015-0004
17. Sun J, Gan W, Chao HC, Yu PS, Ding W. Internet of Behaviors: A Survey. IEEE Internet of Things Journal. 2023;10(13):11117-34. https://doi.org/10.1109/JIOT.2023.3247594
18. Javaid M, Haleem A, Singh RP, Rab S, Suman R. Internet of Behaviours (IoB) and its role in customer services. Sensors International. 2021;2:100122. https://doi.org/https://doi.org/10.1016/j.sintl.2021.100122
19. Zhao Q, Li G, Cai J, Zhou M, Feng L. A Tutorial on Internet of Behaviors: Concept, Architecture, Technology, Applications, and Challenges. IEEE Communications Surveys & Tutorials. 2023;25(2):1227-60. https://doi.org/10.1109/COMST.2023.3246993
20. Damaševičius R, Maskeliūnas R, Misra S. Supporting and Shaping Human Decisions Through Internet of Behaviors (IoB): Perspectives and Implications. In: Adadi A, Motahhir S, editors. Machine Intelligence for Smart Applications: Opportunities and Risks. Cham: Springer Nature Switzerland; 2023. p. 115-44. https://doi.org/10.1007/978-3-031-37454-8_6
21. Amiri Z, Heidari A, Darbandi M, Yazdani Y, Jafari Navimipour N, Esmaeilpour M, et al. The Personal Health Applications of Machine Learning Techniques in the Internet of Behaviors. Sustainability [Internet]. 2023; 15(16):[12406 p.]. https://doi.org/10.3390/su151612406
22. Ringeval M, Wagner G, Denford J, Paré G, Kitsiou S. Fitbit-based interventions for healthy lifestyle outcomes: systematic review and meta-analysis. Journal of medical Internet research. 2020 Oct 12;22(10):e23954. https://preprints.jmir.org/preprint/23954
2. Truong VD, Dang NVH. Reviewing Research Evidence for Social Marketing: Systematic Literature Reviews. In: Kubacki K, Rundle-Thiele S, editors. Formative Research in Social Marketing: Innovative Methods to Gain Consumer Insights. Singapore: Springer Singapore; 2017. p. 183-250.
3. Seguin-Fowler RA, Hanson KL, Villarreal D, Rethorst CD, Ayine P, Folta SC, et al. Evaluation of a civic engagement approach to catalyze built environment change and promote healthy eating and physical activity among rural residents: a cluster (community) randomized controlled trial. BMC Public Health. 2022;22(1):1674. https://doi.org/10.1186/s12889-022-13653-4
4. Fitrianto ME, Dharmmesta BS, Purwanto BM. Imagine it happening to my classmates: using video testimonials as a social marketing intervention in adolescent smoking cessation programs. Cogent Business & Management. 2024;11(1):2321927. https://doi.org/10.1080/23311975.2024.2321927
5. Bardus M, Assaf SA, Sakr CJ. Using Social Marketing to Promote COVID-19 Vaccination Uptake: A Case Study from the “AUBe Vaccinated” Campaign. Vaccines. 2023;11(2):459. https://www.mdpi.com/2076-393X/11/2/459
6. Hennessy E, Shonkoff E, Harelick L, Bakun P, Chui K, Roberts S, et al. The impact of a community social marketing campaign on children’s meal orders and consumption: main outcomes from a group randomised controlled trial. Public Health Nutrition. 2023;26(1):256-61. https://doi.org/10.1017/S136898002200163X
7. Potts LC, Henderson C. Evaluation of anti-stigma social marketing campaigns in Ghana and Kenya: Time to Change Global. BMC Public Health. 2021;21(1):886. https://doi.org/10.1186/s12889-021-10966-8
8. Marshall B, Salabarría-Peña Y, Johnson W, Moore L. Reaching racial/ethnic and sexual and gender minorities with HIV prevention information via social marketing. Evaluation and Program Planning. 2022;90:101982. https://doi.org/https://doi.org/10.1016/j.evalprogplan.2021.101982
9. Ngondo PS, Klyueva A. Fear appeals in road safety advertising: an analysis of a controversial social marketing campaign in Russia. Russian Journal of Communication. 2019;11(2):167-83. https://doi.org/10.1080/19409419.2018.1555772
10. Sadeqi-Arani Z. Controlling the Spread of COVID-19 Pandemic: A Review of Evidences of Social Marketing Mixed Approach. ijsr. 2023;1(4):1-12. http://ijsr.ir/article-1-96-fa.html
11. Čož S, Kamin T. Systematic Literature Review of Interventions for Promoting Postmortem Organ Donation From Social Marketing Perspective. Progress in Transplantation. 2020;30(2):155-68. https://doi.org/10.1177/1526924820913509
12. Parkinson J, Schuster L, Russell-Bennett R. Insights into the complexity of behaviours: the MOAB framework. Journal of Social Marketing. 2016;6(4):412-27. https://doi.org/10.1108/JSOCM-10-2015-0071
13. Bogomolova S. Mechanical Observation Research in Social Marketing and Beyond. In: Kubacki K, Rundle-Thiele S, editors. Formative Research in Social Marketing: Innovative Methods to Gain Consumer Insights. Singapore: Springer Singapore; 2017. p. 125-43. https://doi.org/10.1007/978-981-10-1829-9_8
14. Parkinson J, Naidu J. Driving and evaluating social impact in health marketing. Health Marketing Quarterly. 2024;41(2):113-29. https://doi.org/10.1080/07359683.2024.2363568
15. Smith J, Zheng X, Lafreniere K, Pike I. Social marketing to address attitudes and behaviours related to preventable injuries in British Columbia, Canada. Injury Prevention. 2018;24(Suppl 1):i52. https://doi.org/10.1136/injuryprev-2017-042651
16. Dietrich T, Rundle-Thiele S, Schuster L, Connor J. Co-designing social marketing programs. Journal of Social Marketing. 2016;6(1):41-61. https://doi.org/10.1108/JSOCM-01-2015-0004
17. Sun J, Gan W, Chao HC, Yu PS, Ding W. Internet of Behaviors: A Survey. IEEE Internet of Things Journal. 2023;10(13):11117-34. https://doi.org/10.1109/JIOT.2023.3247594
18. Javaid M, Haleem A, Singh RP, Rab S, Suman R. Internet of Behaviours (IoB) and its role in customer services. Sensors International. 2021;2:100122. https://doi.org/https://doi.org/10.1016/j.sintl.2021.100122
19. Zhao Q, Li G, Cai J, Zhou M, Feng L. A Tutorial on Internet of Behaviors: Concept, Architecture, Technology, Applications, and Challenges. IEEE Communications Surveys & Tutorials. 2023;25(2):1227-60. https://doi.org/10.1109/COMST.2023.3246993
20. Damaševičius R, Maskeliūnas R, Misra S. Supporting and Shaping Human Decisions Through Internet of Behaviors (IoB): Perspectives and Implications. In: Adadi A, Motahhir S, editors. Machine Intelligence for Smart Applications: Opportunities and Risks. Cham: Springer Nature Switzerland; 2023. p. 115-44. https://doi.org/10.1007/978-3-031-37454-8_6
21. Amiri Z, Heidari A, Darbandi M, Yazdani Y, Jafari Navimipour N, Esmaeilpour M, et al. The Personal Health Applications of Machine Learning Techniques in the Internet of Behaviors. Sustainability [Internet]. 2023; 15(16):[12406 p.]. https://doi.org/10.3390/su151612406
22. Ringeval M, Wagner G, Denford J, Paré G, Kitsiou S. Fitbit-based interventions for healthy lifestyle outcomes: systematic review and meta-analysis. Journal of medical Internet research. 2020 Oct 12;22(10):e23954. https://preprints.jmir.org/preprint/23954
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| Section | Letter | |
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| Social Marketing Healthcare Internet of Behavior Technology Data Collection | ||
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How to Cite
1.
Sadeqi_Arani Z, Mazroui Nasrabadi E. Advancing Social Marketing in Healthcare: Leveraging the Internet of Behavior Technology to Overcome Data Collection and Analysis Challenges. Health Tech Ass Act. 2025;.
