فعالية حملات التسويق الاجتماعي في التوعية الصحية : دراسة تطبيقية على حملة سرطان الثدي في دولة الإمارات

Abstract EN

This is a descriptive study.

It aims at describing and analyzing the role of marketing communication in dealing with social issues in a realistic model in the UAE of one of the social marketing campaigns on breast cancer health awareness raising organized by Twam John Hopkins Hospital in Al-Ain.

The importance of this study stems from the fact that it aims at measuring the role of the marketing communication in dealing with social issues and problems within the framework of social marketing and integrated marketing communication theories in order to explain communication impact on the knowledge, tendencies and behavior of the targeted public.

This study aims at achieving several objectives such as : Determining the main communication characteristics that characterize social marketing campaigns and analyzing the communication factors that influence positively or negatively the outcome of the campaigns.