Social Media Marketing Strategy Applied to Oral Hygiene

ABSTRACT: This project aims to apply psychological strategies based on social media marketing in order to set an oral hygiene habit in school-aged children to prevent dental caries in the long term. This is a descriptive study that assessed the recall of an oral hygiene campaign based on social medi...

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Autores principales:	Herrera Serna,Brenda Yuliana, López Soto,Olga Patricia, Williamson Londoño,Oscar
Lenguaje:	English
Publicado:	Universidad de La Frontera. Facultad de Medicina 2017
Materias:	social marketing evaluation oral health
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-381X2017000300279
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spelling	oai:scielo:S0718-381X20170003002792017-11-20Social Media Marketing Strategy Applied to Oral HygieneHerrera Serna,Brenda YulianaLópez Soto,Olga PatriciaWilliamson Londoño,Oscar social marketing evaluation oral health ABSTRACT: This project aims to apply psychological strategies based on social media marketing in order to set an oral hygiene habit in school-aged children to prevent dental caries in the long term. This is a descriptive study that assessed the recall of an oral hygiene campaign based on social media marketing of 34 school-aged children, 24 months after the end of the campaign. The instrument allowed the assessment of the advertising campaign, according to different levels of recall. The findings were confirmed with oral health epidemiological indices. Most of the school-aged children recalled "brushing teeth” as the campaign message and all of them expressed interest in the campaign to be repeated. Plaque index and brushing technique suggested that the school-aged children group has a good level of dental plaque removal after 24 months after the end of the social media marketing campaign. The required behavioral modification demands changes both at micro (individual) level and at macro levels of the organizations, in a short and a long term, as well as the participation of all actors involved in establishing healthy oral habits as a norm in the society. This study contributes to the transformative potential of social media marketing by understanding habits formation such as interaction among different stimuli within a favorable context.info:eu-repo/semantics/openAccessUniversidad de La Frontera. Facultad de MedicinaInternational journal of odontostomatology v.11 n.3 20172017-09-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-381X2017000300279en10.4067/S0718-381X2017000300279
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	social marketing evaluation oral health
spellingShingle	social marketing evaluation oral health Herrera Serna,Brenda Yuliana López Soto,Olga Patricia Williamson Londoño,Oscar Social Media Marketing Strategy Applied to Oral Hygiene
description	ABSTRACT: This project aims to apply psychological strategies based on social media marketing in order to set an oral hygiene habit in school-aged children to prevent dental caries in the long term. This is a descriptive study that assessed the recall of an oral hygiene campaign based on social media marketing of 34 school-aged children, 24 months after the end of the campaign. The instrument allowed the assessment of the advertising campaign, according to different levels of recall. The findings were confirmed with oral health epidemiological indices. Most of the school-aged children recalled "brushing teeth” as the campaign message and all of them expressed interest in the campaign to be repeated. Plaque index and brushing technique suggested that the school-aged children group has a good level of dental plaque removal after 24 months after the end of the social media marketing campaign. The required behavioral modification demands changes both at micro (individual) level and at macro levels of the organizations, in a short and a long term, as well as the participation of all actors involved in establishing healthy oral habits as a norm in the society. This study contributes to the transformative potential of social media marketing by understanding habits formation such as interaction among different stimuli within a favorable context.
author	Herrera Serna,Brenda Yuliana López Soto,Olga Patricia Williamson Londoño,Oscar
author_facet	Herrera Serna,Brenda Yuliana López Soto,Olga Patricia Williamson Londoño,Oscar
author_sort	Herrera Serna,Brenda Yuliana
title	Social Media Marketing Strategy Applied to Oral Hygiene
title_short	Social Media Marketing Strategy Applied to Oral Hygiene
title_full	Social Media Marketing Strategy Applied to Oral Hygiene
title_fullStr	Social Media Marketing Strategy Applied to Oral Hygiene
title_full_unstemmed	Social Media Marketing Strategy Applied to Oral Hygiene
title_sort	social media marketing strategy applied to oral hygiene
publisher	Universidad de La Frontera. Facultad de Medicina
publishDate	2017
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-381X2017000300279
work_keys_str_mv	AT herrerasernabrendayuliana socialmediamarketingstrategyappliedtooralhygiene AT lopezsotoolgapatricia socialmediamarketingstrategyappliedtooralhygiene AT williamsonlondonooscar socialmediamarketingstrategyappliedtooralhygiene
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Social Media Marketing Strategy Applied to Oral Hygiene

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