Explaining the Digital Health Marketing Model in Gaining the Support of Health Donors from Non-Profit Organizations
akhlāq-i pizishkī i.e., Medical Ethics,
Vol. 16 No. 47 (1401),
28 June 2022
,
Page 1-21
https://doi.org/10.22037/mej.v16i47.38723
Abstract
Background and Aim: By using digital health marketing, non-profit organizations, as the custodians of communicating between benefactors and those in need, can direct their marketing activities in a direction that will reach more supporters and benefactors and explore the good intentions of benevolent compatriots to help those in need. Build Therefore; the main goal of this research is to present the digital health marketing model in obtaining the support of donors from non-profit institutions.
Methods: This study was conducted using a qualitative method of the grounded theory type. For this purpose, experts related to health marketing were used, including professors of marketing ethics, all experts of Akram, Mohsenin and people's partnerships of a non-profit organization and the sampling method was snowball and targeted until saturation was reached. Data analysis was done using the method of Strauss & Corbin (1998). Validation of the research findings was expressed with the four criteria of Guba & Lincoln (1985), which were measured and confirmed through the tests of acceptability, transferability, reliability and verifiability.
Ethical Considerations: The participants in this research were aware of the topic and the method of conducting the research and their presence was informed, free and voluntary.
Results: Based on this, by conducting interviews with some experts, 67 concepts directly or indirectly related to digital health marketing in obtaining donor support have been identified in 18 main categories, based on the data base paradigm model, in the form of six causal dimensions or the development of digital technologies (compatibility, ease of use, usefulness), central phenomenon or support (informational support, emotional support, social support), strategies or trust building (trust in institutions, trust in digital technologies, trust leading to donation), background factors (knowledge, resources, education), intervention or demographic characteristics (age, gender, education) and outcomes or trust building (opportunity, desire, performance) were structured.
Conclusion: Digital health marketing is the missing link in attracting donors and sponsors. By using digital health marketing, non-profit organizations can direct their marketing activities in the direction of reaching more people and supporters. The set of advantages of digital technologies for donating is effective and causes the desire to use digital health marketing tools and tactics in obtaining the support of donors.
Please cite this article as:
Golshani F, Taherikia F, Arya K. Explaining the Digital Health Marketing Model in Gaining the Support of Health Donors from Non-Profit Organizations. Faṣlnāmah-i akhlāq-i pizishkī, i.e., Quarterly Journal of Medical Ethics. 2022; 16(47): e14.
- Digital Health Marketing; Philanthropic Support; Non-Profit Organizations
How to Cite
References
Sargeant A, Lee S. Donor trust and relationship commitment in the UK charity sector: The impact on behavior. Nonprofit and Voluntary Sector Quarterly. 2020; 33(2): 185-202.
Rahimi M, Rahimi E. Investigating the Impact of Digital Marketing on the Performance of Chain Stores through the Mediating Role of Marketing Capabilities. Management and Accounting. 2019; 3(22): 1-17. [Persian]
Mansoori A, Salimian Rezie M. Examines the factors of attraction and development of donor's participation in Library building. Journal of Studies in Library and Information Science. 2019; 11(2): 19-32. [Persian]
Tien NH, Dana LP, Jose RJS, Van Dat N, Duc PM. Analysis of McDonalds’ entry strategy into Vietnam market. International Journal of Advanced Research and Development. 2020; 5(3): 23-29.
Omidkhah S, Rahmani L, Masoumi M. The Impact of Digital Marketing on Increasing Customer Participation and Trust (Case Study: Tehran Online Store Customers). Tehran: National Conference on Improving and Restructuring Organizations and Businesses; 2020. [Persian]
Hajli MN. The role of social support on relationship quality and social commerce. Technological Forecasting and Social Change. 2014; 87: 17-27.
Rahman M, Bose S, Babu MM, Dey BL, Roy SK, Binsardi B. Value co-creation as a dialectical process: Study in Bangladesh and Indian Province of West Bengal. Information Systems Frontiers. 2019; 21(3): 527-545.
Stephen AT, Toubia O. Deriving value from social commerce networks. Journal of Marketing Research. 2010; 47(2): 215-228.
Kim S, Park H. Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance. International Journal of Information Management. 2013; 33(2): 318-332.
Yen DA, Dey B. Acculturation in the social media: Myth or reality? Analysing Social-Media-Led Integration and Polarisation. Technological Forecasting & Social Change. 2019; 21(3): 426-427.
Hossain TMT, Akter S, Kattiyapornpong U, Dwivedi YK. Multichannel integration quality: A systematic review and agenda for future research. Journal of Retailing and Consumer Services. 2019; 49: 154-163.
Shukla PS, Nigam PV. E-shopping using mobile apps and the emerging consumer in the digital age of retail hyper personalization: An insight. Pacific Business Review International. 2018; 10(10): 131-139.
Kang J. Effective marketing outcomes of hotel Facebook pages: The role of active participation and satisfaction. Journal of Hospitality and Tourism Insights. 2018; 1(2): 106-120.
Rostami V, Afshari F. Research on the Legal and Theology Challenges of the Islamic Azad University Waqf Property. Law Quarterly. 2018; 48(1): 39-58. [Persian]
Izuma K. The social neuroscience of reputation. Neuroscience Research. 2012; 72(4): 283-288.
Waytz A, Zaki J, Mitchell JP. Response of dorsomedial prefrontal cortex predicts altruistic behavior. Journal of Neuroscience. 2012; 32(22): 7646-7650.
Hosseini SH, Salimifar M, malekosadati SS. Analysis of Individual Features and Behavior Motivations in Charitable Giving; Economic Approach. Economical Modeling. 2019; 13(46): 145-170. [Persian]
Dashti M, Sanayei A. Effective Factors on Social Shopping Intention in Social Commerce. Journal of Business Management. 2018; 10(1): 97-120. [Persian]
Rousseau DM, Sitkin SB, Burt RS, Camerer C. Not so different after all: A cross-discipline view of trust. Academy of management review. 1998; 23(3): 393-404.
Ezzati Arasteh Pour F, Aliahmadi Jeshfaghani H. A Review of the Ethical Challenges in Health Technologies (Case Study: Digital Health Technologies). Iranian Journal of Medical Ethics and History of Medicine. 2018; 11(1): 397-416. [Persian]
Aminpour F. Medical ethics challenges in the information societies. Iranian Journal of Medical Ethics and History of Medicine. 2008; 1(1): 53-60. [Persian]
Collier CA, Johnson N. Nudging Charity: How Digital Nudges Influence Online Prosocial Behaviors. AMCIS 2021 Proceedings. 2021; 21(11): 21-25.
Mandal PC. Public policy issues in direct and digital marketing-Concerns and initiatives: Public policy in direct and digital marketing. International Journal of Public Administration in the Digital Age (IJPADA). 2019; 6(4): 54-71.
Almeida F, Cunha A. Digital Donation Platform for Nonprofit and Charity Organizations. International Journal of Information Communication Technologies and Human Development (IJICTHD). 2018; 10(3): 14-27.
Huang Z, Ouyang J, Huang X, Yang Y, Lin L. Explaining donation behavior in medical crowdfunding in social media. SAGE Open. 2021; 11(2): 1-12.
Wang X, Guo R. Application and Problems of Online Third-Party Medical Charity Donation Platform. Modern Management. 2019; 9(3): 350-359.
Hasanzadeh Sarvestani H, Tamizifar M, Simiari MR. Crowdfunding, a Model for Attracting Donor Contributions. Islamic Finance Research. 2018; 8(1): 59-90. [Persian]
Corbin J, Strauss A. Basics of qualitative research: Techniques and procedures for developing grounded theory. Los Angeles: Sage Publications; 2014.
Mohammadpour A. Qualitative research method against method 1 (logic and design in qualitative methodology). 2nd ed. Tehran: Jame'Shenasan Publications; 2013. [Persian]
Locke K. Grounded theory in management research. Grounded Theory in Management Research. 2000; 9(4): 1-160.
Hesse-Biber SN. Mixed methods research: Merging theory with practice. New York: Guilford Press; 2010.
Kvale S. Interviews: An introduction to qualitative research interviewing. Washington: Sage Publications, Inc; 1994.
Ghorbani A, Torabi M. Conceptualization and design of organizational meteorites model: challenges and solutions. Management of Government Organizations. 2021; 9(4): 147-164. [Persian]
Ha QA, Pham PNN, Le LH. What facilitate people to do charity? The impact of brand anthropomorphism, brand familiarity and brand trust on charity support intention. International Review on Public and Nonprofit Marketing. 2022; 4(2): 1-25.
Du L, Li X, Chen F, Feng Y. Evaluating participants' customer citizenship behaviors using an Internet charity platform. Social Behavior and Personality: An International Journal. 2020; 48(6): 1-15.
Gong W, Hu J. Optimization of Public Charity Information Disclosure Based on Block chain Technology and FTI Index. In The Second International Symposium on Management and Social Sciences (ISMSS 2020). Shanghai: Atlantis Press; 2020. p.445-450.
Aghababa S. Analysis of attracting the participation of donors in the field of health. Tehran: The Second National Conference on Lasting Good (Study and Evaluation of Good Affairs in Iran with a Focus on the Challenges of Charity in Iran Today); 2018. [Persian]
Noori R, Hatami M, Ebrahimiyan F. An Investigation of the Factors Affecting the Adoption of Information Technology And Its Effect on Human Resource. Journal of Research in Human Resources Management. 2018; 9(4): 127-153. [Persian]
Pettigrew S, Jongenelis M, Jackson B, Newton RU. "Charity begins at home": Informal caring barriers to formal volunteering among older people. Voluntas: International Journal of Voluntary and Nonprofit Organizations. 2019; 30(5): 921-931.
Farooq MS, Khan M, Abid A. A framework to make charity collection transparent and auditable using blockchain technology. Computers & Electrical Engineering. 2020; 83: 106588.
Del Baldo M. Acting as a benefit corporation and a B Corp to responsibly pursue private and public benefits. The case of Paradisi Srl (Italy). International Journal of Corporate Social Responsibility. 2019; 4(1): 1-18.
Sajjadi H, Roshanfekr P, Asangari B, Zeinali Maraghe M, Gharai N, Torabi F. Quality of life and satisfaction with services in caregivers of children with cancer. Iran Journal of Nursing. 2011; 24(72): 8-17.
Triantoro DA, Wahyuni T, Purna FP. Digital Philanthropy: The Practice of Giving Among Middle to Upper-Class Muslim in Indonesia and Soft Capitalism. QIJIS (Qudus International Journal of Islamic Studies). 2021; 9(2): 315-350.
Rahmi N. Analysis of the Role of E-Philantrophy Through Digital Platform and Social Media During The Covid-19 Pandemic in Human Resources Development Perspective. The International Journal of Business Review (The Jobs Review). 2021; 4(2): 203-217. [Persian]
Coates Nee R. Social responsibility theory and the digital nonprofits: Should the government aid online news startups? Journalism. 2014; 15(3): 326-343.
Pearson H. Philanthropic Foundations Toronto: Building a community and a voice for philanthropy. In Toronto Landscapes, Indigenous Perspectives and Pathways. Henley-on-Thames: Philab Student Award; 2020. p.33.
- Abstract Viewed: 368 times