جستجوی مقالات مرتبط با کلیدواژه « social marketing » در نشریات گروه « پزشکی »

Due to the low consumption of fruits and vegetables in adults, most of them are employed in workplaces; this condition is a good opportunity to implement an intervention to influence the behavior of this group. This study aims to determine the effects of social marketing techniques in an intervention on fruit and vegetable (F&V) intake among office staff. 

This descriptive study was a formative research. This study was conducted on 70 administrative staff in a government office in Ghaemshahr City, Mazandaran Province, Iran in two stages, formative research and developing intervention strategies according to social marketing techniques. Formative research consists of two distinct phases, qualitative and quantitative. The categories were extracted using the direct content analysis method by MAX QDA at the qualitative stage, and the questionnaire data were analyzed by SPSS software, version 22 using descriptive statistics and stepwise multiple linear regression. 

In the qualitative section, factors affecting F&V consumption were extracted into five main categories, including product, place, price, promotion, and organizational support. In the quantitative stage, the mean age of participants was 42.14±6.84 years, and the lowest percentage of mean scores related to the commitment to the action plan (29.16%) was related to the construct of Pender’s health promotion model (HPM). Previous related behaviors, behavioral outcomes, preferences, and immediate demand predicted 43% of F&V consumption behavior. The mean intake of F&V per day was 1.57±1.32 and 0.45±0.75 units, respectively.

Although social marketing is a planning process, using theory can lead to the development of effective and accurate marketing strategies by covering all aspects of behavior to take more effective action to improve it.

International statistics have shown Muslims’ increased awareness of halal cosmetics has increased the volume of halal cosmetics business. According to Iran's laws, imported or domestically manufactured cosmetics are evaluated in terms of being halal, but it seems that consumers are unaware of this issue. The purpose of this research is to measure consumers’ awareness of halal cosmetics and its effect on willingness to buy these cosmetics.

This study was conducted on 123 cosmetic consumers through pretest-posttest method. First, consumers' awareness and willingness to buy halal cosmetics and the criteria affecting cosmetics purchasing were measured. Then, a brochure containing information about halal cosmetics and the requirements of Iran's law regarding the import and production of cosmetics was provided to the participants. After a week, the same variables were measured again. The collected data were analyzed using IBM SPSS 26 software.

On a 5-point Likert scale (1 = very little to 5 = very much), the average consumers' awareness of halal cosmetics and willingness to buy them were 3 and 3.04, respectively (P-value < 0.05). After the distribution of brochures, the average awareness of halal cosmetics and willingness to buy these products increased to 4.1 and 4.12. Moreover, among the criteria (price, brand, having a halal certificate, country of origin, customs clearance, and buying from reputable stores) for deciding to buy cosmetics in the pretest stage, customs clearance and having a halal certificate, respectively obtained importance level of 4 and 5, but in the posttest stage, they obtained the level of 1 and 2.

Informing consumers about the health of halal cosmetics and the country’s laws regarding the import and production of these products can increase the buyers' sensitivity towards the cosmetics’ halal nature and willingness to buy the halal ones. This can reduce the chance of buying smuggled products and those produced outside official controls.

Many factors are effective in business development and experts have emphasized marketing and consider it one of the most important factors determining business survival. This study aimed to present a model of how small and medium companies enter regional markets with an entrepreneurial marketing approach.

This study was a mixed research type. In the qualitative part of this study, market entry strategies were investigated and identified using the method of literature review and existing texts. To design the questionnaire, the opinions of 15 business management experts were used by the snowball method to obtain suitable samples for the study, and then the model was approved by the experts using the meta-heuristic method.

100 people were present for the implementation of this study, 6.7% of the participants in the study had less than 10 years of work experience and 40% between 16 and 20 years, and 20% had more than 20 years of service. The proposed conceptual model of the research, which is obtained from the met heuristic process, shows that the initial conceptual model of the research consists of 4 categories of dimensions (entrepreneur orientation, market orientation, customer orientation, and innovation orientation) and 48 concepts and 182 codes (indicators).

Given the importance of socioeconomic factors on health outcomes, businesses should consider the market distribution network, knowledge infrastructure, business capability, product innovation, the risk of participation, competitors, market development, and strategies.

As reports of the first national study reveal, Iranian salt intake reaches 9.52 g/day (two times more than recommended by World Health Organization). Meanwhile ignoring the consequences of high salt intake has led to an increased rate of cardiovascular diseases (CVD), stroke, stomach cancer, osteoporosis, obesity, etc., To tackle these threatening issues, a nationwide intervention campaign could be an effective solution based on global experiences. A review of previous work in Iran shows that despite numerous efforts conducted in the prevention of CVDs, they were not well reflected in worldwide sources. Furthermore, a comprehensive campaign was not implemented particularly concerning the salt reduction in Iran. As a result, we first reviewed the major successful initiatives conducted in reducing salt intake around the world and Iran. Then we introduced the components of a comprehensive social marketing campaign along with customized actions related to Iranian nutrition habits, their attitude, and behavior toward salt consumption. These employed components were SWOT analysis, identifying target group, determining communication goals and objectives based on models and theories, planning executive plan, designing communication messages and materials, media planning and promotional actions, and determining campaign budget plus monitoring and evaluation.

Road traffic crashes are among the leading causes of death and disability in the world, particularly in low and middle-income countries. This study aimed at to conduct a social marketing formative research to inform the development of a campaign to manage driving speed on the intercity roads of Iran.

To carry out the social marketing formative research, a qualitative and quantitative study were conducted. Also, a literature review of the speed management strategies was carried out and an analysis of traffic accident data and speeding violations was performed in selected provinces during 2019 and 2020.

Based on the findings of the qualitative study, perceived sense of lack of speed control, poor monitoring system, and law enforcement are the main reasons drivers exceed the speed limit. They mostly suggest using punitive levers and more stringent law enforcement practices for speed management. Literature reviews also confirm that to successfully develop an effective speed management plan a set of measures should be implemented together, including road safety engineering, raising awareness, social marketing strategies, and finally strict law enforcement. The overriding findings of the formative research revealed that to persuade Iranian drivers to respect the speed limit, the messages of the campaign should focus on strict law enforcement in the selected corridors.

In the minds of the Iranian audience, strict law enforcement is of paramount importance for a speed management strategy to work; hence it should be taken into consideration when tailoring the campaign messages. From the findings of the present study, it can be concluded that to manage speed on intercity routes in Iran, a social marketing campaign is needed to encourage compliance with speed limits.

Skin cancer is one of the most preventable diseases. The purpose of this study is to describe a social marketing-based intervention design protocol to promote sun-protective behaviors among adolescent boys living in urban areas in Yasuj, south west of Iran.

This study will be conducted based on six specific steps including a qualitative study, a systematic review, development of appropriate tools, a cross-sectional study, intervention designing, and a feasibility study. The main objective of the qualitative study is to elicit the views and opinions of adolescent boys, their parents, and teachers about sun-protective behaviors. In the second step, factors affecting sun-protective behaviors will be reviewed systematically. Based on the findings of the first and second steps, an appropriate model/theory of behavior change will be selected, and a standardized questionnaire will then be developed. In the fourth step, a cross-sectional survey will be conducted using the developed questionnaire to assess current sun-protective behavior practices.

Findings of the first to fourth stages will provide a comprehensive picture of the issue and the affecting factors. During the fifth step, the structure and the content of the intervention package, as well as educational and promotional materials, will be developed and pre-tested. Finally, in the sixth step, a feasibility study will be conducted.

This study will provide practical information on the achieving of content and construct of a community-based social marketing intervention. This protocol reports on how to achieve audience-oriented insights for designing a tailored intervention aimed at promoting sun-protective behaviors among adolescent boys using social marketing.

To improve dairy consumption among children, it is crucial to explore probable barriers and facilitators toward it. The current qualitative study aims to discover barriers and facilitators of dairy intake among school-age children in Tehran to suggest strategies to improve it based on the optimal components of social marketing.

In a qualitative study, 111 school-age children (mean age 10.08±0.57 years) were selected by purposive sampling with maximum diversity from primary schools in three areas of Tehran. Sixteen focus group discussions (FGDs) were separately conducted among students in different grades. Contents of the FGDs were analyzed using MAXQDA 2010.

Food and nutrition literacy, improvement of attitude and trust-building, training taste and food preferences were the main facilitators to increase dairy products among school-age children. Barriers related to dairy products consumption included negative attitudes toward dairy products, unsound tastes, and unhealthy food preferences. The main suggested strategies to increase dairy consumption were improvement of the products' sensory and non-sensory characteristics, providing the milk and dairy products consumption experience for free, improvement of the quality of preserving places, enhancing physical and economic availability of dairy products. Dairy stores and school buffets were mentioned as the best places for supply. Encouragement and motivation, education and information, modeling and promoting appropriate culture were suggested as the main promotion strategies.

To provide practical strategies for increasing dairy consumption among children, the perceived barriers and facilitators mentioned by them should be addressed.

Developing an educational parenting skills package for parents with substance abuse may be effective in preventing the same problem in their adolescents. Social marketing is one of the approaches facilitating the preparation of educational content for this purpose. Social marketing is a regular and planned process focusing on customers and their needs for encouraging a target group to exhibit a particular behavior or adopt a specific idea. This study protocol aims to use the social marketing approach to prepare an educational parenting skills package for the parents undergoing substance abuse treatment to prevent addiction in their adolescents.

An educational parenting skills package will be designed and validated by a combination of qualitative research (descriptive phenomenology), scoping review, and Delphi study based on social marketing approach (4 Ps = product, price, place, promotion). The package will be prepared in four phases including educational need assessment, ranking the identified educational needs, determining the suitable health education constructs, and modeling and developing the educational content based on the identified constructs. The designed educational package will be validated from the perspective of the target group (parents undergoing substance abuse treatment) and experts.

Developing educational packages based on a scientific health education approach and mainly the Social Marketing Assessment and Response Tool (SMART) model with an emphasis on market analysis or marketing mix (4 Ps = product, price, place, promotion) can prove effective in attracting the audience and promoting the target activities

Social marketing emphasizes the use of commercial marketing concepts and their application for social purposes and also the change of voluntary behavior in a nonprofit manner. This study mainly aimed to examine the effectiveness of social marketing in changing the physical activity of the elderly. Besides, this study sought to determine the extent to which the Andreason social marketing criteria have been targeted in social marketing interventions.

This was a narrative review study that investigated social marketing interventions to promote elderly physical activity, during 2000-2019. The scientific databases (Elmnet, SID, Irandoc, Civilica, Medline, ScienceDirect, Google Scholar, Web of Science, ProQuest, and Emerald) were searched between February and March 2019. The searched keywords included physical activity, social marketing, the elderly, social marketing mix, improving physical activity level, social marketing intervention, social marketing campaigns, and the Andreasen criteria. Finally, nine articles entered the study. Then, the mixed marketing components were extracted from the interventions, and six benchmarks of the Andrasen social marketing interventions were analyzed.

Most articles employed four components of the marketing mix. No intervention had applied the six measures of the Andrasen social marketing criteria. Also, five studies reported positive behavioral changes. However, other studies have reported no change in negative behavior. According to the evidence gathered in our study, social marketing offers an effective behavioral change approach to increase physical activity in the elderly.

The present findings provide the basis for comprehensive and effective social marketing interventions.

Smoking is one of the greatest challenges for public health. It is estimated that 7% - 25% of adolescents have experienced smoking in Iran.

The present study aimed to investigate the viewpoints of high school male students, their parents, and teachers about smoking by adolescents based on four components of the social marketing mix.

A qualitative study with a phenomenological approach was conducted via 12 focus group sessions in Persian language. To this end, 82 participants (30 students, 28 parents, and 24 teachers) were selected based on purposive sampling method in 2015.The data were analyzed through directed content analysis.

All the three studied groups viewed “looking older” as the major cause of adolescent smoking, other factors included getting others’ attention, looking smart person, calmness, decreasing pain, and attractive packaging of cigarette. Some differences were observed between the viewpoints of students, parents, and teachers about the complications of cigarette. The students focused on the social consequences of smoking, but the parents and teachers were more worried about its long term physical side effects and addictive properties. Unlike parents, the teachers and students considered imitating from parents and famous people as the main socio-environmental factor of smoking. All three groups believed that people’s negative social image and negative attention towards smokers should be included in smoking prevention educational programs. However, some differences were reported between their ideas in other educational subjects.

Evaluating factors related to tobacco use from three different perspectives can provide a more comprehensive view of these factors and show the reason for the failure of many efforts to prevent student tobacco use and develop a more effective program to promote health.

Some communicators resort to negative appeals such as fear to encourage consumers to healthy behaviors. Nonetheless, the effectiveness of this type of content is yet questioned. Present study has been conducted to investigate how fear intensity and fear type applied in anti-obesity advertisements prompt preventive behavior among consumers.

208 college students in Tehran province were randomly classified in 7 groups (6 experimental and 1 control group) based on a factorial design; 2 (fear intensity: high and low) x 3 (fear type: physical, social, and reappraisal). Research hypotheses were tested applying appropriate statistical tests including structural equation modeling and analysis of variance, based on data gathered through questionnaire and interventions such as presenting participants with visual contents.

it was revealed that there is a significant and positive relationship between the perceived severity and perceived fear, as well as between perceived susceptibility and perceived fear, and also between perceived fear and behavioral intention. Analysis of variance confirmed the significant main effect of fear intensity on behavioral intention. The main effect of the fear type on behavioral intention was not approved. However, findings indicate the significant interaction effect of fear intensity and fear type on behavioral intention so that highly intense messages that representing physical harm and lowly intense messages that representing social harm stimulate more behavioral intention.

It is concluded that applying fear appeal in health warning advertisements is effective in inviting consumers to healthy behavior, especially once a proper combination of the type and intensity of fear is applied in messages.

 Nutrition literacy can be defined as the degree to which people have the capacity to obtain, process and understand basic nutrition information.

 The aim of this study was to apply a social marketing model in order to improve nutrition literacy and healthy eating habits in women.

 This was a mixed method sequential exploratory study. The first phase of the study was the qualitative study conducted based on content analysis within the framework of the social marketing model. Based on the extracted concepts from qualitative studies, two questionnaires were obtained. The nutrition literacy questionnaire and eating behavior questionnaire were implemented by applying public health approach and the structures of social marketing model, respectively. Validity of the nutrition literacy questionnaire was 0.7 and the results of R-test were P = 0.012, r = 0.75. Validity of the eating behavior questionnaire was 0.8 and 0.78 for Cronbach’s Alpha. The second phase of the study was an experimental trial with a control group. The study population included 752 married women. The interventions for nutrition literacy improvement were administered based on the Harvard Dietary Pyramid and social marketing model. Data analysis was performed using SPSS and by the application of chi-square, paired t-test, t-test, and Pearson’s correlation coefficient.

 In the qualitative phase of the total interviews and discussion groups, 350 initial codes were obtained and based on the structures of social marketing model, they were grouped into two categories. during the analysis process four main themes and eight sub-themes including product (product/behavior, product/demand, product/benefit), price (individual barriers and social barriers), place and promotion (overcoming individual barriers, overcoming social barriers, the best way to send a message) were extracted. The results indicated a significant difference between the two groups in nutrition literacy score (P < 0.05) and nutritional behavior (P < 0.01) after the intervention.

 The concept of exchange in healthy diet social marketing was helpful in reducing the barriers to healthy diet and boosting the advantages of healthy eating from the customers’ viewpoint. Finally, the studied women were empowered through gaining healthy diet skills which led to healthy eating habits.
 
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