การประยุกต์ใช้ทฤษฎีการตลาดเพื่อสังคมในการขับเคลื่อนความเข้มแข็งเชิงสุขภาพของชุมชน / บุญฤทธิ์ กิตติถิระพงษ์ = The application of social maketing theory for mobilization towards a healthy community / Boonyarit Kittithirapong
The research was integrated Social Mobilization approach and Social Marketing approach by implementing this study in 8 steps, which are 1. Analyzing Community 2. Setting Community Organization 3. Analyzing Problem and Finding Solving Methods 4. Planning and Designing activities that conform to community conditions 5.Implementation 6. Physical Development 7. Evaluation 8. Dissemination and Reassessment. “ Stage of change Model” was used to design activities towards 6 health promotion programs. In one year, could mobilize community through 6 programs 32 activities in 4 dimensions of health and 4 dimensions of community strength. The research can apply social marketing approach to form new behavior and norm to this community in various ways. Evaluation by using quantitative and qualitative methodology for 3 times. First when we start project, Second in the middle of the project and last when finished the project. The result shows that the strength of this community has been increased in all 4 dimensions. However, the strength is the highest when the project is completed and the second highest is during the middle of the project. Most people want the project to be continuously basis. The mobilization toward the strength and healthy community in this context could be successfully implemented by participation and social marketing communication. Not only 4P’s but also Power, Partnership and communication tools to sustain behavior of this community is norms , prompt , commitment ,incentives are the main criterion that leads mobilization of this community to be accomplished. Finally, regulations and message Design ,tools of Community based social marketing.
