Investigating the role of social media in polio prevention in India: a Delphi-DEMATEL approach

Purpose - This study aims to evaluate the role of social media (SM) tools in polio prevention in an Indian context by using a hybrid Delphi-decision-making trial and evaluation laboratory (DEMATEL) approach. Design/methodology/approach - A preliminary list of suitable evaluation criteria was derived from an extensive literature review. Ten experts were then contacted to collect data and finalize the most prominent criteria by using the Delphi method. To establish cause-effect relationships among the criteria, further data were collected from 21 experts. The DEMATEL method was applied to process and interpret the data collected. Findings - The analysis grouped criteria into two sets, i.e. cause and effect. The results show that awareness of social cause and government utilization of resources fall into the cause group; these elements are critical as both directly affect the remaining criteria. These outcomes can help government and businesses to utilize SM for public health surveillance, e.g. to promote schemes/initiatives through sites concerning polio or related health issues. Practical implications - The findings of this research are useful for governments and individual companies to conceive their marketing initiatives akin to polio prevention issues by using SM. Originality/value - Despite the emergence of SM, there has been little discussion in existing literature on their role in polio prevention; however, measuring such role could be useful in practice to help decision-makers in exploiting the potential of SM in the health-care context. To fill this gap, this study aims to measure the role of SM in polio prevention in the Indian context and to create a cause-effect evaluation model. Using an integrated Delphi-DEMATEL framework for decision-making in the health-care context is another novelty of this study.