The impact of health awareness marketing and media campaigns on community attitudes towards primary healthcare centers in the Kingdom of Saudi Arabia

Abstract

This study examines the impact of marketing and public awareness campaigns on societal attitudes in the Kingdom of Saudi Arabia. It focuses on key effectiveness drivers: delivery platforms, source credibility, message frequency, framing (rational/emotional), and audiences’ prior knowledge. A quantitative design was employed using a Likert-scale survey to measure campaign exposure, perceived source credibility, perceived knowledge, attitudes, and behavioral intentions. Data were analyzed via descriptive statistics, mean-comparison tests, and multiple regression/path modeling to evaluate direct and mediated effects. Findings indicate that regular exposure to campaigns is positively associated with more favorable attitudes, with source credibility and perceived knowledge operating as critical mediators between exposure and attitude formation. Digital platforms—particularly social media—outperform traditional channels for younger cohorts, while older audiences remain more responsive to TV/radio and community-based outreach. Messages that combine factual evidence with narrative storytelling, include a clear call-to-action, and link to official services/resources yield stronger attitudinal and behavioral outcomes. Collaborations with trusted Saudi governmental and nonprofit entities and leveraging local opinion leaders further enhance credibility and adoption. The study recommends multi-channel, consistently branded campaigns with optimized frequency, audience segmentation by age/region/interests, systematic A/B testing of message frames, transparent sourcing, and impact evaluations that go beyond reach metrics to capture attitude and behavior change. These insights can guide policymakers and marketing practitioners in designing more effective campaigns that support Saudi Vision 2030 goals around public awareness and social responsibility.