Health Marketing Quarterly最新文献

This case study describes a successful nutrition social marketing program in Afghanistan. By building up the domestic soy industry and supply chain, while creating consumer demand for high-protein soy products to combat malnutrition, the Nosh-e-Jaan campaign rebalanced the market dynamics for this relatively unknown locally grown crop. The campaign included technical assistance to the soy industry and retailers, a consumer media campaign, and community outreach via influencers, government agencies, and events. Outcomes included increases in awareness of soy, purchase of soy products, and knowledge about protein. This project provides critical lessons for those planning social marketing programs in similar settings.

This scoping review explores the integration of Artificial Intelligence (AI) with communication, behavioral, and social theories to enhance health behavior interventions. A systematic search of articles published through February 2024, following PRISMA guidelines, identified 28 relevant studies from 13,723 screened. These studies, conducted across various countries, addressed health issues such as smoking cessation, musculoskeletal injuries, diabetes, chronic diseases and mental health using AI-driven tools like chatbots and apps. Despite AI's potential, a gap exists in aligning technical advancements with theoretical frameworks. The proposed AI Impact Communications Model (AI-ICM) aims to bridge this gap, offering a road map for future research and practice.

Sustaining telehealth uptake hinges on people's desire and ability to effectively engage with it. We explored trust and confidence in telehealth delivered by medical and allied health using cross-sectional survey of 1,116 Australians. Descriptive analysis presented factors that would improve trust and confidence in telehealth cross-tabulated with video consultation experience. Inferential statistics compared levels of trust in medical and allied health telehealth with user-related variables. Trust in medical telehealth was higher than in allied health, but practice with video calls, experience with high-quality telehealth, and good internet were associated with greater levels of trust in both groups. Telehealth with a known health professional and no additional costs were top-ranked factors to improve trust and confidence. Participants confident in troubleshooting trusted telehealth more. This first cross-sectional study on trust and confidence in telehealth suggests that digital upskilling and promoting quality video consultations can potentially enhance telehealth adoption.

Using the socio-ecological model, this study aims to understand factors associated with alcohol misuse in veterans of the New Zealand Defence Forces, and identify approaches for reducing harm. Using interviews, veterans were asked to recount their relationship to alcohol, and provide a narrative of its use before, during and after military service. Seven themes were identified including bars and drinking as 1) social hubs; and 2) social lubrication; providing others with 3) duty of care; the military 4) consequences of harmful drinking; and use of alcohol as 5) emotion regulation strategies; with the impact of that on 6) Civvy street, and 7) family impacts. Duty of care in military drinking environments is a new theme to the literature. Introducing emotion regulation training throughout the personnels' career, from transition to becoming civilians and beyond, was identified as key to effective health marketing interventions.

From the integrative perspectives of the health belief model and social influence theories, the study sought to identify factors social and health marketers should focus on to elicit voluntary change in behavior toward the performance of COVID-19 infection prevention behaviors such as frequent handwashing with soap, social distancing, and avoidance of handshaking using mixed method approach. The quantitative data from 605 respondents through structured questionnaires were analyzed using PLS-SEM. The qualitative data through five focus group discussions were also analyzed using thematic analysis. The result shows that religiosity and trust in traditional medicine are the major factors contributing to the lack of severity and susceptibility to the coronavirus. The result further shows informational and normative social influencers as significant mediators between the constructs of the HBM and the performance of the COVID-19 protocols, suggesting that these influencers play a significant role in achieving the performance of the recommended behaviors.

This study investigates how melanoma anthropomorphism (i.e., the attribution of humanlike qualities to melanoma) interacts with individual differences in perceived efficacy to influence attitudes and intentions to perform preventive health behaviors. Results suggested that among individuals with lower levels of perceived efficacy, presenting melanoma in anthropomorphic terms (vs. non-anthropomorphic terms) enhanced processing fluency, consequently fostering more favorable attitudes and greater intentions to follow preventive health recommendations. However, this effect was not observed among individuals with higher perceived efficacy. Findings of this study offer important theoretical and practical implications regarding the strategic use of anthropomorphism in health promotion contexts.

Rural areas in the US exhibit high rates of illicit substance use. This study aimed to investigate the Social Cognitive Theory factors associated with spontaneous attempts to quit illicit substance use in a sample of users. A cross-sectional survey was administered through face-to-face interviews. Data was collected from adult (≥ 18 years of age) current illicit substance users who were not receiving professional addiction treatment. Binary logistic regression analyses were utilized to answer the research question. Data from 230 illicit substance users met the eligibility criteria. The mean age was 38 years, whereas the average history of illicit substance use was 14 years. Users with a higher perceived value of quitting illicit substance use were significantly more likely to attempt to quit use spontaneously. Health behavior interventions that incorporate the perceived value of quitting illicit substance use can be effective in encouraging spontaneous attempts to quit illicit substance use.

Though the pandemic has passed, social media-based messaging continues to exhibit COVID-19-related cues (e.g., wearing a face mask to stay safe), continuing to foster consumers' health-protective behavior. However, it remains unclear how social media communications (e.g., advertising) affect such behavior, exposing an important literature-based gap. Addressing this gap, we deploy Ducoffe's advertising value model to examine how pandemic-related advertisements (e.g., those urging consumers to stay safe, including post-the pandemic) impact their health-protective behavior. We also examine how consumer engagement (CE) mediates these associations. To explore these issues, we collected data from a sample of 301 Gen Z consumers, which was analyzed using partial least squares structural equation modeling (PLS-SEM). We find that informative, credible, irritating, and obtrusive ads raise consumer engagement and health-protective behavior. Engagement was also found to strengthen these associations, revealing their strategic value. We conclude by outlining important theoretical and practical implications that arise from our analyses.

Mensuration cup is a mensural hygiene product about which people are less aware. Despite having many advantages there hasn't been much uptake. Research suggests that this is because of less accessible information. To overcome this, menstrual cup brands are creating several firm-created contents on YouTube. This study aimed at understanding and classifying the type of information available in 27 firm-created content about menstrual cup. The thematic analysis resulted in three themes Speaker & Language, Content presented, Type of information shared, contributing to the identification of promotional gaps, to be used by brands in building perspective towards menstrual cup.