fa پیشگیری از کرونا ویروس و نقش آمیخته بازاریابی در آن سایر other پژوهشي Original article <div style="text-align: justify;"><span style="font-size:11pt"><span style="line-height:18.0pt"><span style="direction:rtl"><span style="unicode-bidi:embed"><span calibri="" style="font-family:"><b><span lang="AR-SA" style="font-size:12.0pt"><span b="" nazanin="" style="font-family:">مقدمه:</span></span></b> <span lang="FA" style="font-size:12.0pt"><span b="" nazanin="" style="font-family:">باتوجه به تاثیرات گسترده و اثرات جبران‌ناپذیری که کرونا بر سلامتی، اقتصاد و جامعه داشته است وظیفه بازاریابان است تا با بازاریابی موثر از کرونا پیشگیری کند و رفتارهای پیشگیرانه را رواج دهند. هدف این پژوهش ارائه مدل عوامل بازاریابی موثر بر پیشگیری از کرونا است.</span></span></span></span></span></span></span><br> <span style="font-size:11pt"><span style="line-height:18.0pt"><span style="direction:rtl"><span style="unicode-bidi:embed"><span calibri="" style="font-family:"><b><span lang="AR-SA" style="font-size:12.0pt"><span b="" nazanin="" style="font-family:">روش بررسی:</span></span></b> <span lang="AR-SA" style="font-size:12.0pt"><span b="" nazanin="" style="font-family:">پژوهش حاضر از نظر هدف، کاربردی و از نظر ماهیت و روش توصیفی- پیمایشی و از نوع مقطعی است. جامعه این پژوهش کاربران رسانه‌‌&shy;های اجتماعی است حجم نمونه 177 نفر انتخاب شد. ابزار جمع&shy;‌آوری داده&shy;‌‌ها پرسش‌نامه بود. در این پژوهش، روایی محتوا و روایی سازه مورد سنجش و بررسی قرار گرفته و پایایی پرسش‌نامه از طریق محاسبه ضرایب بارهای عاملی آلفای کرونباخ و پایایی ترکیبی به‌دست آمده است. برای تجزیه</span></span><span dir="LTR" new="" roman="" style="font-family:" times="">&shy;</span><span lang="AR-SA" style="font-size:12.0pt"><span b="" nazanin="" style="font-family:">و </span></span><span dir="LTR" new="" roman="" style="font-family:" times="">&shy;</span><span lang="AR-SA" style="font-size:12.0pt"><span b="" nazanin="" style="font-family:">تحلیل داده&shy;‌ها از مدل&shy;سازی معادلات ساختاری و از نرم</span></span><span dir="LTR" new="" roman="" style="font-family:" times="">&shy;</span><span lang="AR-SA" style="font-size:12.0pt"><span b="" nazanin="" style="font-family:">افزار </span></span><span dir="LTR" new="" roman="" style="font-family:" times="">SPSS version 16</span><span lang="AR-SA" style="font-size:12.0pt"><span b="" nazanin="" style="font-family:"> و </span></span><span dir="LTR" new="" roman="" style="font-family:" times="">Smart Pls2.0</span><span lang="AR-SA" style="font-size:12.0pt"><span b="" nazanin="" style="font-family:"> استفاده شده است.</span></span><span lang="FA" style="font-size:12.0pt"><span style="font-family:"B Nazanin""></span></span></span></span></span></span></span><br> <span style="font-size:11pt"><span style="line-height:18.0pt"><span style="direction:rtl"><span style="unicode-bidi:embed"><span calibri="" style="font-family:"><b><span lang="AR-SA" style="font-size:12.0pt"><span b="" nazanin="" style="font-family:">نتایج:</span></span></b> <span lang="AR-SA" style="font-size:12.0pt"><span b="" nazanin="" style="font-family:">نتایج نشان می&shy;‌دهد تبلیغات</span></span> <span lang="FA" style="font-size:12.0pt"><span b="" nazanin="" style="font-family:">(2/731</span></span><span dir="LTR" new="" roman="" style="font-family:" times="">t=</span><span lang="FA" style="font-size:12.0pt"><span b="" nazanin="" style="font-family:"> و ضریب مسیر 0/236)</span></span><span lang="AR-SA" style="font-size:12.0pt"><span b="" nazanin="" style="font-family:">، محصول (</span></span><span lang="FA" style="font-size:12.0pt"><span b="" nazanin="" style="font-family:">4/458</span></span><span dir="LTR" new="" roman="" style="font-family:" times="">t=</span><span lang="AR-SA" style="font-size:12.0pt"><span b="" nazanin="" style="font-family:"> و ضریب مسیر 0/473) و توزیع (</span></span><span lang="FA" style="font-size:12.0pt"><span b="" nazanin="" style="font-family:">3/050</span></span><span dir="LTR" new="" roman="" style="font-family:" times="">t=</span><span lang="AR-SA" style="font-size:12.0pt"><span b="" nazanin="" style="font-family:"> و ضریب مسیر 0/320) بر تغییر رفتار تاثیری مثبت و معنادار دارد و تبلیغات بر آگاهی از کرونا&nbsp; (</span></span><span lang="FA" style="font-size:12.0pt"><span b="" nazanin="" style="font-family:">6/658</span></span><span dir="LTR" new="" roman="" style="font-family:" times="">t=</span><span lang="AR-SA" style="font-size:12.0pt"><span b="" nazanin="" style="font-family:"> و ضریب مسیر 0/674) و آگاهی از کرونا بر تغییر رفتار (</span></span><span lang="FA" style="font-size:12.0pt"><span b="" nazanin="" style="font-family:">2/522</span></span><span dir="LTR" new="" roman="" style="font-family:" times="">t=</span><span lang="AR-SA" style="font-size:12.0pt"><span b="" nazanin="" style="font-family:"> و ضریب مسیر 0/215)&nbsp; تاثیری مثبت و معنادار دارد، هم‌چنین تغییر رفتار هم بر رفتارهای پیشگیرانه (</span></span><span lang="FA" style="font-size:12.0pt"><span b="" nazanin="" style="font-family:">5/104</span></span><span dir="LTR" new="" roman="" style="font-family:" times="">t=</span><span lang="AR-SA" style="font-size:12.0pt"><span b="" nazanin="" style="font-family:"> و ضریب مسیر 0/716) تاثیری مثبت و معنادار دارد. اما تاثیر قیمت بر تغییر (</span></span><span lang="FA" style="font-size:12.0pt"><span b="" nazanin="" style="font-family:">1/664</span></span><span dir="LTR" new="" roman="" style="font-family:" times="">t=</span><span lang="AR-SA" style="font-size:12.0pt"><span b="" nazanin="" style="font-family:"> و ضریب مسیر 0/196-) رفتار تایید نشد.</span></span></span></span></span></span></span><br> <span style="font-size:11pt"><span style="line-height:18.0pt"><span style="direction:rtl"><span style="unicode-bidi:embed"><span calibri="" style="font-family:"><b><span lang="AR-SA" style="font-size:12.0pt"><span b="" nazanin="" style="font-family:">نتیجه‌گیری:</span></span></b> <span lang="AR-SA" style="font-size:12.0pt"><span b="" nazanin="" style="font-family:">رسانه&shy;‌های اجتماعی و آمیخته بازاریابی به عنوان عامل موثر بر تغییر رفتار و رفتارهای پیشگیرانه در کرونا است که باید مورد توجه مسئولین و مقامات بهداشتی قرار بگیرد تا با استفاده مناسب از رسانه‌&shy;های اجتماعی و آمیخته بازاریابی بتوان رفتارهای پیشگیرانه کرونا را در کشور رواج داد.</span></span><span lang="FA" style="font-size:12.0pt"><span style="font-family:"B Nazanin""></span></span></span></span></span></span></span></div> <div style="text-align: justify;"><span style="font-size:11pt"><span style="line-height:18.0pt"><span calibri="" style="font-family:"><b><span new="" roman="" style="font-family:" times="">Introduction:</span></b> <span new="" roman="" style="font-family:" times="">Considering the widespread and irreversible effects that Corona has had on health, economy and society, it is the duty of marketers to prevent Coronavirus through effective marketing and promote preventive behaviors. The purpose of this study was to present a model of effective marketing mix on Coronavirus prevention.</span> <span style="font-family:"Times New Roman","serif""></span></span></span></span><br> <span style="font-size:11pt"><span style="line-height:18.0pt"><span calibri="" style="font-family:"><b><span new="" roman="" style="font-family:" times="">Methods:</span></b> <span new="" roman="" style="font-family:" times="">The present study was a descriptive-survey and cross-sectional. The population of this study was social media users. The sample size was 177 people. The data collection tool was a questionnaire. In this study, content validity and construct validity were evaluated and the reliability of the questionnaire was obtained by calculating Cronbach&#39;s alpha coefficients and combined reliability. Structural equation modeling and SPSS16 and Smart Pls2.0 software were used to analyze the data.</span> <span dir="RTL" lang="FA" style="font-size:10.0pt"><span style="font-family:"Times New Roman","serif""></span></span></span></span></span><br> <span style="font-size:11pt"><span style="line-height:18.0pt"><span calibri="" style="font-family:"><b><span new="" roman="" style="font-family:" times="">Results:</span></b><span new="" roman="" style="font-family:" times=""> The results showed that advertising (t=2.731 and path coefficient 0.236), product (t=4.458 and path coefficient 0.473) and distribution (t=3.050 and path coefficient 0.320) had a positive and significant effect on behavioral change; advertising had a positive and significant effect on </span><span new="" roman="" style="font-family:" times="">Coronavirus awareness </span><span new="" roman="" style="font-family:" times="">(t=6.658 and path coefficient 0.674); </span><span new="" roman="" style="font-family:" times="">and finally Coronavirus awareness</span><span new="" roman="" style="font-family:" times=""> had a positive and significant effect on behavioral change (t=2.522 and path coefficient 0.215). Behavioral change also had a positive and significant effect on preventive behaviors (t=5.104 and path coefficient 0.716).</span> <span new="" roman="" style="font-family:" times="">However, the effect of price on behavioral change (t=1.664 and path coefficient -0.196) was not confirmed.</span><span style="font-size:10.0pt"><span style="font-family:"Times New Roman","serif""></span></span></span></span></span><br> <span style="font-size:11pt"><span style="line-height:18.0pt"><span calibri="" style="font-family:"><b><span new="" roman="" style="font-family:" times="">Conclusion:</span></b><b> </b><span new="" roman="" style="font-family:" times="">Social media and marketing mix is ​​an effective factor in changing preventive behaviors and behaviors in Corona that needs to be considered by health officials and officials to use preventive behaviors with appropriate use of social media and marketing mix.</span><span style="font-family:"Times New Roman","serif""></span></span></span></span><br> &nbsp;</div> آگاهی از کرونا, آمیخته بازاریابی, تغییر رفتار, رفتار پیشگیرانه corona awareness, marketing mix, behavior change, preventive behavior. 4920 4931 http://jssu.ssu.ac.ir/browse.php?a_code=A-10-4821-1&slc_lang=fa&sid=1 Ghasem Zarei قاسم زارعی zareigz@gmail.com 0000-0002-4949-5871 Yes Department of Management, Faculty of social sciences, University of Mohaghegh Ardabili, Ardabil, Iran. گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران. Adeleh Dehghani Ghahnavieh عادله دهقانی قهنویه dehghani.a20@gmail.com 0000-0002-7001-4534 No Department of Management, Faculty of social sciences, University of Mohaghegh Ardabili, Ardabil, Iran. دانشجوی دکترای مدیریت بازاریابی، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.