Social Marketing Strategy to Promote Traditional Thai Medicines during COVID-19: KAP and DoI Two-Step Theory Application Process

Prarawan Senachai, Jakaphun Julsrigival and Raksmey Sann
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Prarawan Senachai: Department of Marketing, Faculty of Business Administration and Accountancy, Khon Kaen University, Khon Kaen 40000, Thailand
Jakaphun Julsrigival: Department of Pharmaceutical Science, Faculty of Pharmacy, Chiang Mai University, Chiang Mai 50200, Thailand
Raksmey Sann: Department of Tourism Innovation Management, Faculty of Business Administration and Accountancy, Khon Kaen University, Khon Kaen 40000, Thailand

IJERPH, 2022, vol. 19, issue 14, 1-18

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: traditional Thai medicines; health communication; social marketing; COVID-19; KAP and DoI theory (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
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