Evaluating the Social Marketing Success Criteria in Health Promotion: A F-DEMATEL Approach
Abstract
:1. Introduction
2. Literature Review
2.1. Health Promotion
2.2. Social Marketing
2.3. Social Marketing Success Criteria
2.4. Success Leading Criteria
2.4.1. Marketing Mix Elements
2.4.2. Appropriate Media
2.4.3. Designing an Effective Communication Message
2.4.4. Feedback System
2.4.5. Meeting the Needs of Beneficiaries
2.4.6. Providing More Benefit than Cost
2.4.7. Consumer Orientation
2.4.8. Long-Term Planning
2.4.9. Operation Process
2.4.10. Information Resources
2.4.11. Market Selection
2.4.12. Moderate Research
2.4.13. Monitoring and Adjustment
2.4.14. Organizational Advantage
2.5. Social Marketing in Health Promotion
2.6. Respondents
3. Materials and Methods
3.1. DEMATEL Method
3.2. Fuzzy Theory
3.3. F-DEMATEL
3.4. Description of F-DEMATEL
3.4.1. Step 1: Select and Collect the Viewpoint of the Experts on the Research Issue
3.4.2. Step 2: Design the Fuzzy Linguistic Scale
3.4.3. Step 3: Compute the Initial Direct-Relation Fuzzy Matrix
3.4.4. Step 4: Calculate the Normalize Direct-Relation Fuzzy Matrix
3.4.5. Step 5: Generate and Analyze Structure Model
3.4.6. Step 6: Obtained the Defuzzification Value of Total-Relation Fuzzy Matrix
3.4.7. Step 7: Establish and Analyze the F-DEMATEL Diagram
4. Results
5. Discussion
6. Conclusions
6.1. Implications of the F-DEMATEL Method
6.2. Limitations and Recommendation
Supplementary Materials
Funding
Acknowledgments
Conflicts of Interest
References
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Linguistic Terms | Linguistic Values |
---|---|
Very high influence | (0.75, 1.00, 1.00) |
High influence | (0.50, 0.75, 1.00) |
Low influence | (0.25, 0.50, 0.75) |
Very low influence | (0.00, 0.25, 0.50) |
No influence | (0.00, 0.00, 0.25) |
Criteria | |||||||
---|---|---|---|---|---|---|---|
(0, 0, 0) | (0.036, 0.056, 0.071) | (0.038, 0.056, 0.071) | (0.034, 0.053, 0.066) | (0.026, 0.045, 0.062) | (0.029, 0.046, 0.061) | (0.037, 0.057, 0.071) | |
(0.034, 0.052, 0.068) | (0, 0, 0) | (0.026, 0.046, 0.065) | (0.029, 0.049, 0.068) | {0.027, 0.048, 0.064} | (0.038, 0.057, 0.071) | (0.029, 0.049, 0.068) | |
(0.03, 0.05, 0.066) | (0.041, 0.061, 0.076) | (0, 0, 0) | (0.041, 0.061, 0.075) | (0.037, 0.057, 0.074) | (0.029, 0.049, 0.066) | (0.028, 0.049, 0.066) | |
(0.031, 0.052, 0.069) | (0.029, 0.049, 0.069) | (0.029, 0.049, 0.069) | (0, 0, 0) | (0.031, 0.048, 0.066) | (0.027, 0.046, 0.064) | (0.038, 0.058, 0.075) | |
(0.038, 0.058, 0.07) | (0.043, 0.063, 0.077) | (0.031, 0.051, 0.068) | (0.027, 0.047, 0.066) | (0, 0, 0) | (0.037, 0.057, 0.074) | (0.039, 0.059, 0.074) | |
(0.039, 0.059, 0.073) | (0.021, 0.04, 0.059) | (0.035, 0.056, 0.069) | (0.034, 0.054, 0.069) | (0.031, 0.049, 0.066) | (0, 0, 0) | (0.037, 0.057, 0.073) | |
(0.027, 0.044, 0.061) | (0.026, 0.042, 0.061) | (0.038, 0.058, 0.073) | (0.02, 0.04, 0.059) | (0.034, 0.053, 0.066) | (0.029, 0.05, 0.068) | (0, 0, 0) | |
(0.023, 0.04, 0.057) | (0.022, 0.042, 0.062) | (0.032, 0.052, 0.069) | (0.026, 0.046, 0.063) | (0.026, 0.044, 0.061) | (0.028, 0.048, 0.067) | (0.038, 0.058, 0.073) | |
(0.025, 0.044, 0.061) | (0.031, 0.051, 0.068) | (0.03, 0.051, 0.068) | (0.017, 0.037, 0.056) | (0.029, 0.048, 0.065) | (0.022, 0.042, 0.063) | (0.027, 0.048, 0.065) | |
(0.023, 0.04, 0.059) | (0.027, 0.048, 0.066) | (0.039, 0.06, 0.075) | (0.036, 0.055, 0.068) | (0.02, 0.039, 0.059) | (0.029, 0.049, 0.066) | (0.039, 0.06, 0.076) | |
(0.036, 0.054, 0.068) | (0.04, 0.06, 0.072) | (0.038, 0.058, 0.075) | (0.036, 0.057, 0.07) | (0.031, 0.049, 0.068) | (0.026, 0.044, 0.061) | (0.0270.048, 0.066) | |
(0.039, 0.058, 0.073) | (0.024, 0.043, 0.059) | (0.039, 0.059, 0.075) | (0.034, 0.055, 0.07) | (0.028, 0.049, 0.067) | (0.029, 0.046, 0.061) | (0.038, 0.058, 0.073) | |
(0.042, 0.063, 0.075) | (0.036, 0.053, 0.067) | (0.018, 0.039, 0.059) | (0.022, 0.039, 0.058) | (0.037, 0.057, 0.072) | (0.026, 0.046, 0.064) | (0.029, 0.047, 0.064) | |
(0.04, 0.06, 0.073) | (0.022, 0.041, 0.059) | (0.037, 0.057, 0.072) | (0.025, 0.045, 0.066) | (0.029, 0.049, 0.068) | (0.023, 0.044, 0.062) | (0.034, 0.052, 0.069) |
Criteria | |||||||
---|---|---|---|---|---|---|---|
(0.044, 0.063, 0.075) | (0.041, 0.058, 0.07) | (0.045, 0.065, 0.075) | (0.034, 0.054, 0.068) | (0.031, 0.049, 0.065) | (0.029, 0.048, 0.066) | (0.022, 0.04, 0.059) | |
(0.045, 0.065, 0.078) | (0.032, 0.051, 0.066) | (0.036, 0.056, 0.069) | (0.023, 0.044, 0.061) | (0.037, 0.058, 0.071) | (0.029, 0.049, 0.068) | 0(.036, 0.056, 0.073) | |
(0.038, 0.056, 0.072) | (0.031, 0.048, 0.063) | (0.03, 0.05, 0.067) | (0.028, 0.049, 0.066) | (0.034, 0.054, 0.071) | (0.039, 0.06, 0.075) | (0.03, 0.05, 0.067) | |
(0.034, 0.054, 0.073) | (0.036, 0.056, 0.07) | (0.02, 0.04, 0.061) | (0.032, 0.052, 0.069) | (0.028, 0.049, 0.069) | (0.032, 0.052, 0.071) | (0.034, 0.051, 0.07) | |
(0.032, 0.052, 0.069) | (0.042, 0.062, 0.075) | (0.036, 0.057, 0.072) | (0.035, 0.056, 0.071) | (0.034, 0.055, 0.07) | (0.033, 0.053, 0.07) | (0.039, 0.059, 0.074) | |
(0.037, 0.057, 0.072) | (0.034, 0.053, 0.066) | (0.036, 0.056, 0.071) | (0.034, 0.054, 0.069) | (0.032, 0.051, 0.066) | (0.039, 0.059, 0.073) | (0.046, 0.067, 0.078) | |
(0.033, 0.054, 0.071) | (0.034, 0.054, 0.071) | (0.027, 0.047, 0.064) | (0.031, 0.051, 0.07) | (0.022, 0.042, 0.062) | (0.027, 0.045, 0.061) | (0.03, 0.051, 0.066) | |
(0, 0, 0) | (0.026, 0.043, 0.061) | (0.021, 0.038, 0.056) | (0.03, 0.048, 0.065) | (0.033, 0.053, 0.072) | (0.027, 0.046, 0.063) | (0.031, 0.051, 0.068) | |
(0.028, 0.048, 0.065) | (0, 0, 0) | (0.033, 0.053, 0.068) | (0.034, 0.055, 0.067) | (0.031, 0.052, 0.067) | (0.028, 0.048, 0.067) | (0.024, 0.045, 0.063) | |
(0.039, 0.058, 0.073) | (0.032, 0.052, 0.071) | (0, 0, 0) | (0.034, 0.053, 0.068) | (0.024, 0.041, 0.06) | (0.035, 0.053, 0.07) | (0.025, 0.044, 0.062) | |
(0.023, 0.044, 0.062) | (0.027, 0.047, 0.068) | (0.026, 0.046, 0.065) | (0, 0, 0) | (0.025, 0.046, 0.066) | (0.033, 0.053, 0.072) | (0.031, 0.051, 0.07) | |
(0.028, 0.049, 0.068) | (0.03, 0.05, 0.069) | (0.027, 0.047, 0.066) | (0.034, 0.053, 0.07) | (0, 0, 0) | (0.034, 0.054, 0.071) | (0.039, 0.059, 0.074) | |
(0.025, 0.046, 0.066) | (0.027, 0.045, 0.064) | (0.028, 0.049, 0.067) | (0.023, 0.042, 0.063) | (0.024, 0.044, 0.064) | (0, 0, 0) | (0.031, 0.051, 0.069) | |
(0.032,0.051,0.069) | (0.033,0.052,0.067) | (0.039,0.06,0.076) | (0.035,0.056,0.074) | (0.024,0.041,0.059) | (0.027,0.044,0.061) | (0,0,0) |
0.194 | 0.243 | 0.254 | 0.238 | 0.232 | 0.231 | 0.255 | 0.260 | 0.249 | 0.252 | 0.244 | 0.236 | 0.242 | 0.236 | |
0.243 | 0.192 | 0.245 | 0.236 | 0.235 | 0.241 | 0.250 | 0.262 | 0.244 | 0.246 | 0.236 | 0.243 | 0.243 | 0.251 | |
0.245 | 0.252 | 0.206 | 0.249 | 0.247 | 0.238 | 0.252 | 0.259 | 0.245 | 0.246 | 0.245 | 0.244 | 0.256 | 0.249 | |
0.242 | 0.239 | 0.248 | 0.189 | 0.236 | 0.231 | 0.256 | 0.253 | 0.247 | 0.233 | 0.244 | 0.237 | 0.246 | 0.247 | |
0.257 | 0.259 | 0.260 | 0.243 | 0.200 | 0.251 | 0.268 | 0.262 | 0.263 | 0.257 | 0.257 | 0.250 | 0.257 | 0.263 | |
0.253 | 0.235 | 0.257 | 0.244 | 0.241 | 0.192 | 0.260 | 0.260 | 0.249 | 0.251 | 0.250 | 0.242 | 0.255 | 0.263 | |
0.228 | 0.225 | 0.247 | 0.219 | 0.230 | 0.227 | 0.194 | 0.244 | 0.238 | 0.230 | 0.235 | 0.222 | 0.231 | 0.236 | |
0.221 | 0.221 | 0.238 | 0.221 | 0.221 | 0.222 | 0.244 | 0.190 | 0.225 | 0.220 | 0.229 | 0.229 | 0.228 | 0.234 | |
0.224 | 0.229 | 0.237 | 0.213 | 0.224 | 0.218 | 0.235 | 0.236 | 0.185 | 0.232 | 0.233 | 0.227 | 0.231 | 0.229 | |
0.229 | 0.233 | 0.252 | 0.236 | 0.224 | 0.230 | 0.254 | 0.252 | 0.241 | 0.191 | 0.240 | 0.226 | 0.243 | 0.236 | |
0.242 | 0.244 | 0.253 | 0.239 | 0.235 | 0.227 | 0.245 | 0.242 | 0.239 | 0.236 | 0.193 | 0.232 | 0.245 | 0.244 | |
0.249 | 0.234 | 0.258 | 0.241 | 0.237 | 0.232 | 0.258 | 0.250 | 0.245 | 0.241 | 0.247 | 0.192 | 0.249 | 0.254 | |
0.243 | 0.233 | 0.230 | 0.219 | 0.234 | 0.223 | 0.239 | 0.238 | 0.231 | 0.233 | 0.228 | 0.224 | 0.192 | 0.237 | |
0.245 | 0.228 | 0.251 | 0.229 | 0.233 | 0.226 | 0.249 | 0.247 | 0.241 | 0.247 | 0.244 | 0.227 | 0.236 | 0.195 |
Di | Ri | Di + Ri | Di − Ri | |
---|---|---|---|---|
C1 | 3.367 | 3.315 | 6.682 | 0.051 |
C2 | 3.367 | 3.268 | 6.635 | 0.098 |
C3 | 3.432 | 3.436 | 6.868 | −0.005 |
C4 | 3.349 | 3.215 | 6.564 | 0.134 |
C5 | 3.546 | 3.230 | 6.775 | 0.316 |
C6 | 3.453 | 3.189 | 6.642 | 0.264 |
C7 | 3.207 | 3.459 | 6.666 | −0.252 |
C8 | 3.141 | 3.453 | 6.594 | −0.312 |
C9 | 3.153 | 3.343 | 6.496 | −0.190 |
C10 | 3.286 | 3.314 | 6.601 | −0.028 |
C11 | 3.316 | 3.326 | 6.641 | −0.010 |
C12 | 3.385 | 3.231 | 6.616 | 0.155 |
C13 | 3.206 | 3.352 | 6.558 | −0.146 |
C14 | 3.298 | 3.373 | 6.671 | −0.075 |
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Liao, C.-H. Evaluating the Social Marketing Success Criteria in Health Promotion: A F-DEMATEL Approach. Int. J. Environ. Res. Public Health 2020, 17, 6317. https://doi.org/10.3390/ijerph17176317
Liao C-H. Evaluating the Social Marketing Success Criteria in Health Promotion: A F-DEMATEL Approach. International Journal of Environmental Research and Public Health. 2020; 17(17):6317. https://doi.org/10.3390/ijerph17176317
Chicago/Turabian StyleLiao, Chi-Horng. 2020. "Evaluating the Social Marketing Success Criteria in Health Promotion: A F-DEMATEL Approach" International Journal of Environmental Research and Public Health 17, no. 17: 6317. https://doi.org/10.3390/ijerph17176317