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International journal of odontostomatology

On-line version ISSN 0718-381X

Abstract

HERRERA SERNA, Brenda Yuliana; LOPEZ SOTO, Olga Patricia  and  WILLIAMSON LONDONO, Oscar. Social Media Marketing Strategy Applied to Oral Hygiene. Int. J. Odontostomat. [online]. 2017, vol.11, n.3, pp.279-285. ISSN 0718-381X.  http://dx.doi.org/10.4067/S0718-381X2017000300279.

This project aims to apply psychological strategies based on social media marketing in order to set an oral hygiene habit in school-aged children to prevent dental caries in the long term. This is a descriptive study that assessed the recall of an oral hygiene campaign based on social media marketing of 34 school-aged children, 24 months after the end of the campaign. The instrument allowed the assessment of the advertising campaign, according to different levels of recall. The findings were confirmed with oral health epidemiological indices. Most of the school-aged children recalled "brushing teeth” as the campaign message and all of them expressed interest in the campaign to be repeated. Plaque index and brushing technique suggested that the school-aged children group has a good level of dental plaque removal after 24 months after the end of the social media marketing campaign. The required behavioral modification demands changes both at micro (individual) level and at macro levels of the organizations, in a short and a long term, as well as the participation of all actors involved in establishing healthy oral habits as a norm in the society. This study contributes to the transformative potential of social media marketing by understanding habits formation such as interaction among different stimuli within a favorable context.

Keywords : social marketing; evaluation; oral health.

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