امیرحسین عالمی

In the present study, individual behavior changes and, ultimately, social changes are identified as essential needs for community development. These changes require effective communication programs, particularly in developing societies where establishing effective communication between the government and the people, as well as creating positive social changes, is of special importance. In this context, social marketing is introduced as an effective communication strategy, especially in the field of development communication. This study explores modern and updated methods of social marketing, such as large-scale and systemic social marketing interventions, design thinking, and the Weinreich model, and formulates a ۱۲-step process based on a research-driven design approach.

Following this process, the "Good Motorcyclist" campaign was designed and implemented. Using netnography and hashtag analysis, the level of audience engagement and the sentiments of participants were assessed. In this campaign, ۴۸۰ tweets from ۲۳۸ users, ۴.۴ thousand likes, and ۳,۱۰۳ public posts from ۳,۰۸۳ users, with a total of six million likes, were collected and analyzed. The high level of engagement and the positive sentiments of the users indicated the campaign's relative success on social media.

After the "Good Motorcyclist" campaign, two other campaigns named "Equal with Me" and "Disability Without Deprivation" were also designed and executed using the same ۱۲-step process. In the "Disability Without Deprivation" campaign, data related to the campaign hashtags, including ۲,۳۲۷ public posts from ۲,۰۱۳ users with a total of one million likes, were collected and analyzed. The analysis showed that this campaign succeeded in generating high audience engagement and received many positive reactions.

Additionally, in the "Equal with Me" campaign, ۴۴۴ tweets from ۳۷۱ users, ۲۳ thousand likes, and ۱,۴۷۵ public posts from ۹۸۰ users with a total of ۳۰۳ thousand likes were collected and analyzed using the Datak software. The high level of interactions and positive feedback demonstrated the relative success of these campaigns in achieving their goals.