Social media advertisement for public disease prevention framework as an innovative tool: An approach using EFA and PLS-SEM

Abstract

The article discusses Social Media Advertisement (SMA) as an innovative tool for Public Disease Prevention (PDP), emphasizing its cost-effectiveness and accessibility to small organizations. The study aims to highlight the importance of SMA platforms in emerging countries like Mexico and explores their potential as tools for PDP, addressing eight factors. The research follows a four-step methodology involving qualitative and quantitative approaches, leading to the development of a validated questionnaire. The study's theoretical framework integrates qualitative and quantitative methods, offering insights for strategic digital marketing planning, especially benefiting Mexican university students. The research fills a gap in studies related to Mexico and establishes a conceptual framework validated through PLS-SEM, contributing to both theory and practice in SMA for PDP. Future studies are encouraged to explore cross-cultural adaptation and advanced data analytics for a deeper understanding.