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Social Marketing Plan to Decrease the COVID-19 Vaccine Hesitancy among Senior Citizens in Rural India

Author

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  • Suraj Kushe Shekhar

    (Department of Technology Management, School of Mechanical Engineering, Vellore Institute of Technology, Vellore 632014, India)

Abstract

Social marketing is a set of activities aimed at changing people’s behavior for good. COVID-19 vaccine hesitancy is a significant concern in rural India. This article introduces a comprehensive social marketing plan to address this social issue among senior citizens of rural India. The model described in the study uses social marketing principles and practices such as environmental analysis, STP strategies, strategies for formulating behavioral objectives and goals, examining the barriers, benefits, competitions, and influential others, strategies for integrated marketing mix, evaluation and monitoring strategies, strategies for establishing budgets, raising funds and implementation plan. The plan’s objective may help the professionals to develop an action plan to counter vaccine hesitancy.

Suggested Citation

  • Suraj Kushe Shekhar, 2022. "Social Marketing Plan to Decrease the COVID-19 Vaccine Hesitancy among Senior Citizens in Rural India," Sustainability, MDPI, vol. 14(13), pages 1-11, June.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:13:p:7561-:d:844315
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    References listed on IDEAS

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    1. Gordon, Ross, 2012. "Re-thinking and re-tooling the social marketing mix," Australasian marketing journal, Elsevier, vol. 20(2), pages 122-126.
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    Cited by:

    1. Alam, Faizan & Tao, Meng & Rastogi, Rashmi & Mendiratta, Aparna & Attri, Rekha, 2024. "Do social media influencers influence the vaccination drive? An application of source credibility theory and uses and gratification theory," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    2. Shin-Ae Hong, 2023. "COVID-19 vaccine communication and advocacy strategy: a social marketing campaign for increasing COVID-19 vaccine uptake in South Korea," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-9, December.

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