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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| Format: | Article |
| Language: | English |
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Penerbit Universiti Kebangsaan Malaysia
2017
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| Online Access: | http://journalarticle.ukm.my/10538/ http://journalarticle.ukm.my/10538/1/17156-48631-3-PB.pdf |
| _version_ | 1848812425378267136 |
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| author | Nottakrit Vantamay, |
| author_facet | Nottakrit Vantamay, |
| author_sort | Nottakrit Vantamay, |
| building | UKM Institutional Repository |
| collection | Online Access |
| 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. |
| first_indexed | 2025-11-15T00:02:05Z |
| format | Article |
| id | oai:generic.eprints.org:10538 |
| institution | Universiti Kebangasaan Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T00:02:05Z |
| publishDate | 2017 |
| publisher | Penerbit Universiti Kebangsaan Malaysia |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | oai:generic.eprints.org: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 |
| spellingShingle | Nottakrit Vantamay, Validating the effectiveness indicators of social marketing communication campaigns for reducing health-risk behaviors among youth in Thailand |
| title | 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_short | 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 |
| url | http://journalarticle.ukm.my/10538/ http://journalarticle.ukm.my/10538/ http://journalarticle.ukm.my/10538/1/17156-48631-3-PB.pdf |