Impact of social marketing for changing behavior during the COVID–19 pandemic (სოციალური მარკეტინგის გავლენა ქცევის ცვლილებაზე COVID-19-ის პანდემიის პირობებში)
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Date
2022
Journal Title
Journal ISSN
Volume Title
Publisher
Ivane Javakhishvili Tbilisi State University Press
Abstract
An important aspect of the COVID 19 pandemic is the vaccination strategy (immunization), which is
actively implemented in many countries around the world. The purpose of this article is to analyze the ongoing
immunization process in different countries based on a review of the latest publications and searches. The paper
focuses on three issues: changes for social behavior, social marketing tools to activate immunization, social
networks - an arena for discourse of vaccine proponents and opponents. The paper discusses the so-called 5C
model, which includes the following factors: trust, limitation, self-confidence, calculation and collective
responsibility. This model emerges as driver and affects on individuals behavior, who are neutral or negative
regarding immunization. There`s is urgent need to increase amount of vaccinated people , it is essential to promote
varies forms of stimulation of different segments of population. Social networks are used intensively for effective
and large-scale management of health and social campaigns. In addition, individuals who are skeptical about
vaccination are involved in social networks and react in negative way to the information provided. Any
information about the vaccine is perceived by them not as a standard product relevant to the scientific process, but
as an individual irrational interpretation that hinders the immunization process. Social media is a powerful
instrument and has a strong impact on an individuals behavior, systematic research is needed in this area ,so that
everyone is aware of the benefits of COVID 19 vaccination
Description
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Keywords
health policy, vaccination, behavior changing, social media
Citation
International Scientific Conference Dedicated to the Establishment of the University and the 100th Anniversary of the Faculty of Economics and Business “Covid 19 Pandemic and Economics”, Tbilisi, 2022, pp. 469-476