The relationship between social marketing campaigns and development of awareness and healthy behaviors resulting from the impact of Corona virus crisis in the Kingdom of Saudi Arabia: an applied study on Shaqra

Abstract

The aim of this study was to measure the impact of social marketing campaigns with their two dimensions (cognitive - emotional) on positive health behavior, taking into consideration the mediating role of the awareness of the emerging Corona virus as an intermediate variable,  as well as measure the level of the impact of social marketing campaigns with two dimensions (cognitive - emotional) on positive health behavior when mediating health awareness of the emerging corona virus, and identify The significant differences in the level of health awareness and positive health behaviors related to the prevention of corona virus as a result of some demographic characteristics (qualification, type), by using  the analytical descriptive method, the research problem was formulated in a group of questions, and the data were collected using the Questionnaire using Google Forms, and the size of the community was more than (500) thousand people, and the sample size was estimated (384) sample, and (430) were collected, fit for analysis thereof (418) questionnaire  and the researcher reached many results such as the interpretation of the cognitive and emotional dimension of commercial marketing campaigns. (0.42) of health awareness, and it became clear also that the emotional dimension is the variable that most influences positive health behaviors by (27%), and the positive moral effect of the cognitive dimension of social marketing campaigns on positive health behaviors increases when mediating health awareness by increasing (72%). The effect of the affective dimension of social marketing campaigns increases on positive health behaviors when mediating health awareness, with an increase (45%), and the dimensions of social marketing campaigns explain 0.61% of the explanation of the variation in positive health behaviors, and the two dimensions of social marketing campaigns explain (42%) of the variance The interpreter in healthy awareness. It was also clear that there are no statistically significant differences in health awareness due to the educational level of the sample members, and that there are differences between male and female in health awareness and in positive health behaviors and this difference tends to be female.