کاربرد چارچوب مفهومی بازاریابی اجتماعی در رفتارهای سلامت: مروری بر این رویکرد در ایران

نوع مقاله : مقاله مروری

نویسندگان

1 دانشجوی کارشناسی ارشد مدیریت بازرگانی گرایش بازاریابی، دانشگاه پیام نور، مشهد، ایران

2 استادیار مدیریت بازرگانی، گروه مدیریت، اقتصاد و حسابداری، دانشگاه پیام نور، تهران، ایران

چکیده

چکیده
مقدمه: رویکرد بازاریابی اجتماعی نوعی استراتژی متداول در بهداشت جهانی است و هدف کلی آن اطمینان از ارتقای دانش و اصلاح نگرش در مخاطب است تا پایه‌گذار تغییر رفتار برای حفظ سلامت در فرد و جامعه شود. هدف از مطالعه حاضر مروری بر مطالعات انجام‌شده با استفاده از تئوری بازاریابی اجتماعی در حوزه سلامت در ایران است.
مواد و روش‌ها: در این مطالعه مروری مقالات فارسی و انگلیسی مناسب و مرتبط با جست‌وجو در پایگاه‌های اﻃﻼﻋــﺎﺗﯽ Google scholar, Scopus, ProQuest, Web of Science, PubMed و پایگاه‌های فارسی SID و Magiran با استفاده از کلیدواژه‌های فارسی شامل آموزش، آموزش بهداشت، تئوری بازاریابی اجتماعی، سلامت، رفتار سلامت، تغییر رفتار و معادل انگلیسی آن‌ها از سال 1390 تا 1398 گردآوری شدند. در فرایند جست‌وجو، 412 مقاله به‌دست آمد که ﭘﺲ از حذف موارد تکراری و ﻏﺮﺑﺎﻟﮕﺮی ﻋﻨﻮان، ﭼﮑﯿﺪه و متن اصلی، 395 ﻣﻘﺎﻟﻪ ﺧﺎرج و 17 ﻣﻘﺎﻟﻪ وارد مطالعه شدند.
یافته‌ها: مطالعات یافت‌شده ازنظر طراحی شامل نیمه‌تجربی، مورد-شاهدی، مقطعی و کیفی و در گروه‌های مختلف هدف همچون رانندگان، دانش‌آموزان، زنان باردار و افراد میان‌سال بود. در تمام مطالعات تئوری، بازاریابی اجتماعی تأثیر مثبتی در تغییر رفتار هدف و پیشگویی رفتار داشته است.
نتیجه‌گیری: با توجه به اینکه ﻣﺪاﺧﻼت ارﺗﻘﺎی ﺳﻼﻣﺖ مبتنی بر چارچوب بازاریابی اجتماعی بر عوامل بررسی‌شده تأثیر مثبت داشته است و مطالعات کیفی نیز قادر به شناسایی نیازها و انگیزه‌های مخاطبان در اتخاذ رفتار هدف بوده است، به نظر می‌رسد این چارچوب مفهومی با توجه به مشتری‌محور بودن آن می‌تواند در اولویت طراحی مداخلات تغییر رفتار در حوزه سلامت قرار گیرد.

کلیدواژه‌ها

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نوید نو
دوره 23، شماره 74
شهریور 1399
صفحه 83-92

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