Explaining the Digital Health Marketing Model in Gaining Health Welfare Support from Nonprofits
DOI:
https://doi.org/10.69760/aghel.02500201Keywords:
Digital Health Marketing, Charity Advocacy, Nonprofit OrganizationsAbstract
Background and Objective: By using digital health marketing as a means of connecting donors and beneficiaries, non-profit organizations can drive their marketing activities to reach more donors and donors and fulfill the benevolent intentions of donors to help people in need. Therefore, the main objective of this study is to present a digital health marketing model for obtaining donor support from non-profit organizations.
Method: This study was conducted using a qualitative grounded theory method. For this purpose, experts related to health marketing, including [1]marketing ethics teachers, experts, benefactors, and public participation from a non-profit organization, were used, and the sampling method was purposive, snowball, and purposive until saturation. Data analysis was performed using the Strauss & Corbin (1998) method.
The validity of the research findings was assessed using the four criteria of Lincoln & Guba (1985). It was stated that it was measured and confirmed through acceptable tests, transferability, reliability, and confirmability.
Ethical considerations: The participants in this study were informed about the topic and method of conducting the research, and their participation was informed, free, and voluntary.
Findings: By conducting Interviews with 67 experts, the concept of directly or indirectly related to digital health marketing in gaining good support, has been identified in 18 main categories, based on the data-driven paradigm model, in the form of six dimensions of digital technology development (compatibility, ease of use, usefulness), focal phenomenon or support (informational support, emotional support, social support), strategies or trust-building (trust in institutions, trust in digital technologies, Trust leads to donation), contextual factors (knowledge, resources, training), intervening or demographic characteristics (age, gender, education) and consequences or trust-building (opportunism, willingness, performance) were constructed.
Conclusion: With the expansion of technology, digital health marketing is the missing link in attracting good support. The set of advantages of digital technologies and the existence of areas for their expansion have led to a tendency to use digital health marketing tools and tactics to gain the support of the public through digital health marketing.
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