Dijital çağda toplum sağlığı için sosyal pazarlama: Fırsatlar, zorluklar ve stratejik yönelimlerin sistematik ve keşifsel analizi

Year 2025, Volume: 15 Issue: 3, 1830 - 1882, 28.09.2025

Hafize Nurgül Durmuş Şenyapar

https://doi.org/10.48146/odusobiad.1639193

Abstract

Dijitalleşmenin halk sağlığına etkileri gerek teknolojik dönüşüm gerekse yeni iletişim stratejileri ve kamusal müdahale biçimleri açısından kapsamlı bir yeniden yapılanmayı beraberinde getirmiştir. Bu çalışma, dijital sosyal pazarlama stratejilerinin toplum sağlığı üzerindeki etkilerini keşifsel analiz ve PRISMA 2020 yönergelerine dayalı sistematik literatür taraması ile ele alan hibrit bir metodoloji ile gerçekleştirilmiştir. Çalışmanın amacı, dijital sosyal pazarlamanın halk sağlığındaki dönüştürücü potansiyelini değerlendirmek, aynı zamanda bu stratejilerin karşılaştığı yapısal, etik ve psikososyal sınırlılıkları ortaya koymaktır. Bu kapsamda, 2020–2025 yılları arasında Web of Science ve DergiPark veri tabanlarında yayımlanan toplam 258 özgün araştırma makalesi, belirli içerik kriterlerine göre seçilmiş ve tematik analiz yöntemiyle incelenmiştir. Yöntemin keşifsel yönü, dijital sosyal pazarlama alanındaki bilgi boşluklarını tanımlamayı ve mevcut araştırma yönelimlerini anlamayı amaçlarken sistematik tarama kısmı, yöntemin şeffaflığını ve tekrarlanabilirliğini sağlamaktadır. Bulgular, dijital sosyal pazarlamanın veri temelli hedefleme, kişiselleştirme, yapay zekâ destekli optimizasyon, iki yönlü iletişim ve ölçülebilirlik gibi yönleriyle toplum sağlığını destekleyici etkiler yarattığını göstermektedir. Mobil uygulamalar, sosyal medya ve chatbot sistemleri gibi araçların, kampanya farkındalığı, katılım düzeyi ve mesaj etkinliği üzerinde olumlu etkiler sağladığı tespit edilmiştir. Dijital eşitsizlik, algoritmik önyargılar, bilgi kirliliği, veri mahremiyeti sorunları ve bireylerde oluşan dijital psikolojik yük gibi faktörler, bu stratejilerin başarısını ve kapsayıcılığını sınırlandırmaktadır. Ayrıca ulusal ve uluslararası literatürün tematik öncelikleri ve metodolojik yaklaşımları arasında belirgin farklılıklar gözlemlenmiştir. Türkiye merkezli çalışmalar daha çok halk sağlığı eğitimi ve bilgi doğruluğu temalarında yoğunlaşırken uluslararası çalışmalar kişiselleştirilmiş iletişim, kültürel uyum, yapay zekâ temelli müdahaleler ve sürdürülebilirlik gibi daha yenilikçi temaları öne çıkarmaktadır. Çalışma, dijital sosyal pazarlama stratejilerinin sürdürülebilir, veri odaklı, kapsayıcı ve adil hale getirilmesine yönelik öneriler sunmakta; toplum sağlığına yönelik dijital müdahalelerin daha etkili tasarlanmasına rehberlik etmektedir.

Keywords

Dijital Sosyal Pazarlama , Toplum Sağlığı Kampanyaları , Kişiselleştirilmiş Sağlık İletişimi , Sürdürülebilir Sağlık Politikaları , Sağlık Kampanyalarında Yapay Zeka

Social marketing for public health in the digital age: A systematic and exploratory analysis of opportunities, challenges, and strategic directions

Abstract

The impact of digitalization on public health has brought about a comprehensive transformation, not only in terms of technological infrastructure but also through the emergence of new communication strategies and public intervention models. This study employs a hybrid methodology that combines exploratory analysis with a systematic literature review, adhering to the PRISMA 2020 guidelines, to examine the effects of digital social marketing strategies on community health. The aim is to evaluate the transformative potential of digital social marketing in public health while also identifying the structural, ethical, and psychosocial limitations these strategies encounter. Within this scope, 258 original research articles published between 2020 and 2025 in the Web of Science and DergiPark databases were selected based on specific inclusion criteria and analyzed using thematic analysis. The exploratory component of the methodology seeks to identify knowledge gaps and understand current research orientations in the field, whereas the systematic review ensures methodological transparency and replicability. Findings reveal that digital social marketing contributes positively to public health through data-driven targeting, personalized content, AI-supported optimization, two-way communication, and measurability. Tools such as mobile applications, social media platforms, and chatbot systems have had a positive impact on campaign awareness, participation levels, and message effectiveness. However, digital inequality, algorithmic bias, misinformation, privacy concerns, and the psychological burdens induced by digital media constrain the inclusiveness and overall success of these strategies. Furthermore, distinct differences have been observed between the thematic priorities and methodological approaches in the national and international literature. While studies from Turkey predominantly focus on public health education and the accuracy of information, international research emphasizes more innovative themes, such as personalized communication, cultural adaptation, AI-based interventions, and sustainability. This study offers concrete recommendations for making digital social marketing strategies more sustainable, data-driven, inclusive, and equitable, serving as a guide for designing more effective digital interventions in public health.

Keywords

Digital Social Marketing , Public Health Campaigns , Personalized Health Communication , Sustainable Health Policies , Artificial Intelligence in Health Campaigns

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