Effectiveness of Integrated Marketing Communication on Vaccine Acceptance among the Elderly: The Critical Role of Personal Media and Family Involvement
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Abstract
This mixed-method research aimed to study the following: 1) to study the level of access, understanding, and acceptance of vaccine information via integrated marketing communication channels among the elderly; 2) to compare the effectiveness of different communication channels on vaccine acceptance among the elderly; 3) to analyze the influence of family participation and personal media on the elderly's decision to get vaccinated; and 4) to develop policy recommendations. Quantitative data were collected from 429 elderly in Mueang District, Suphan Buri Province using a 5-part questionnaire that was tested for content validity (IOC = 0.91) and reliability (α = 0.89) using multistage sampling. The qualitative data were collected using in-depth interviews with 50 informants selected by purposive sampling. The results of the study found that 1) the elderly had the most access to information via personal media (VHV) and had a high level of understanding (x̅ = 4.25), significantly higher than other types of media (p<0.001); 2) personal media was the most effective in promoting vaccine acceptance; and 3) Trust and personal relationships between public health volunteers and the elderly were strengthened. Including two-way communication and continuous follow-up as important factors for communication effectiveness, and 4) communication strategies that focus on strengthening personal media networks, developing integrated communication systems, and promoting family participation should be developed. The results of this study reflect the importance of developing communication strategies that focus on personal and family media participation in the Thai social context.
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