Validating the effectiveness indicators of social marketing communication campaigns for reducing health-risk behaviors among youth in Thailand

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 second-order confirmatory factor analysis wa...

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Main Author:	Nottakrit Vantamay
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2017
Online Access:	http://journalarticle.ukm.my/10538/ http://journalarticle.ukm.my/10538/ http://journalarticle.ukm.my/10538/1/17156-48631-3-PB.pdf

id	ukm-10538
recordtype	eprints
spelling	ukm-105382017-07-11T08:20:27Z http://journalarticle.ukm.my/10538/ Validating the effectiveness indicators of social marketing communication campaigns for reducing health-risk behaviors among youth in Thailand Nottakrit Vantamay, 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 second-order 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. Penerbit Universiti Kebangsaan Malaysia 2017 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/10538/1/17156-48631-3-PB.pdf Nottakrit Vantamay, (2017) Validating the effectiveness indicators of social marketing communication campaigns for reducing health-risk behaviors among youth in Thailand. Jurnal Komunikasi ; Malaysian Journal of Communication, 33 (1). pp. 127-146. ISSN 0128-1496 http://ejournal.ukm.my/mjc/issue/view/901
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
language	English
description	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 second-order 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.
format	Article
author	Nottakrit Vantamay,
spellingShingle	Nottakrit Vantamay, Validating the effectiveness indicators of social marketing communication campaigns for reducing health-risk behaviors among youth in Thailand
author_facet	Nottakrit Vantamay,
author_sort	Nottakrit Vantamay,
title	Validating the effectiveness indicators of social marketing communication campaigns for reducing health-risk behaviors among youth in Thailand
title_short	Validating the effectiveness indicators of social marketing communication campaigns for reducing health-risk behaviors among youth in Thailand
title_full	Validating the effectiveness indicators of social marketing communication campaigns for reducing health-risk behaviors among youth in Thailand
title_fullStr	Validating the effectiveness indicators of social marketing communication campaigns for reducing health-risk behaviors among youth in Thailand
title_full_unstemmed	Validating the effectiveness indicators of social marketing communication campaigns for reducing health-risk behaviors among youth in Thailand
title_sort	validating the effectiveness indicators of social marketing communication campaigns for reducing health-risk behaviors among youth in thailand
publisher	Penerbit Universiti Kebangsaan Malaysia
publishDate	2017
url	http://journalarticle.ukm.my/10538/ http://journalarticle.ukm.my/10538/ http://journalarticle.ukm.my/10538/1/17156-48631-3-PB.pdf
first_indexed	2023-09-18T19:57:44Z
last_indexed	2023-09-18T19:57:44Z
_version_	1777406641803624448

Validating the effectiveness indicators of social marketing communication campaigns for reducing health-risk behaviors among youth in Thailand

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