Social Marketing Strategy to Promote Traditional Thai Medicines during COVID-19: KAP and DoI Two-Step Theory Application Process.
Int J Environ Res Public Health
; 19(14)2022 07 09.
Article
in English
| MEDLINE | ID: covidwho-1928559
ABSTRACT
Introduction:
Recently, the Thai government has been promoting the innovation of finished forms of traditional Thai medicine (TTM) products (e.g., tablets and capsules). According to the existing literature, most consumers are unaware of the finished forms of TTMs because of conflicting knowledge, information, and communication. Therefore, the consumers have poor perceptions about TTMs and their benefits.Purpose:
This qualitative study explores the current perceptions about TTMs and the modes of promotion that are being utilized to develop a strategic communication plan for the finished forms of TTMs. Design/methodology/approach:
Utilising thematic analysis, focus groups were conducted with thirty experienced consumers.Findings:
Using KAP and DoI theory, the following three themes emerged in this study (i) the current KAP of Thai consumers toward the finished forms of TTM; (ii) factors influencing the use of finished forms of TTM; and (iii) integrated marketing communication as a promotion strategy to rapidly disseminate knowledge. Research limitations/implications Given Thailand's large population, the findings of this study are substantially limited and cannot be generalized. Therefore, the findings herein may not reflect the experiences and opinions of the Thai consumers residing in other regions or the opinions of the entire country. Originality/value This study utilises interdisciplinary methods and two-step theory application to explain the current knowledge and perceptions about the finished forms of TTM and develop proper communication and media strategies that can promote the finished forms of traditional Thai medicines, helping to widen their usage significantly.Keywords
Full text:
Available
Collection:
International databases
Database:
MEDLINE
Main subject:
Social Marketing
/
COVID-19
Type of study:
Experimental Studies
/
Observational study
/
Qualitative research
/
Randomized controlled trials
Topics:
Traditional medicine
Limits:
Humans
Country/Region as subject:
Asia
Language:
English
Year:
2022
Document Type:
Article
Affiliation country:
Ijerph19148416
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