Applying the DEMATEL Method to Evaluate Social Media Criteria in Promoting Sustainable Health Behavior—A Case Study of Vegetarian Diet Promotion by a Non-Profit Organization

The purpose of this study was to identify and analyze the determinants of the success of social media health promotion by non-profit organizations. Based on a literature review, fourteen criteria were considered in the study. A questionnaire was administered to seventeen respondents working with a non-profit organization involved in healthcare services in Taiwan. The decision-making trial and evaluation laboratory (DEMATEL) method was used to evaluate the causal relationships among the proposed factors. The results indicated that user-friendliness, word of mouth, and security mechanisms are some of the key causal factors. In addition, cultural consideration, emotional connection, using the same language and tone, and mobilization are among the key effect factors. The findings provide non-profit healthcare organizations with insights about how they can better implement health promotion on social media. The study also provides an original contribution by examining the success criteria of social media health promotion using the DEMATEL method.