利用社会营销说服伊朗人献血。

Q3 Health Professions Health Marketing Quarterly Pub Date : 2022-04-01 Epub Date: 2021-07-06 DOI:10.1080/07359683.2021.1940786

Meysam Behnampour, Mohsen Shams, Rostam Hassanzadeh, Hamidreza Ghaffarian Shirazi, Hooshang Naderi, Zohreh Kariminejad

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引用次数: 4

摘要

这项研究调查了伊朗西南部一个城市鼓励人们献血的社会营销干预的效果。为了设计干预措施，我们测量了170名一致性献血者的计划行为理论结构。制定了有说服力的信息，并准备了一些印刷材料，以将信息传递给目标人群。在干预后的前四个月，测量了持续献血者百分比的趋势。持续献血者的比例显著增加。研究结果表明，社会营销干预献血的有效性。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Using social marketing to persuade Iranians to donate blood.

This study examined effects of a social marketing intervention to encourage people to donate blood in a southwest city of Iran. To design the intervention, the constructs of theory of planned behavior in 170 consistent blood donors were measured. Persuasive messages were developed, and some printed materials were prepared to transfer the message to the target segment. The trend of the percentage of consistent blood donors was measured during the first four months after the intervention. The percentage of consistent blood donors was increased significantly. The findings showed the effectiveness of the social marketing interventions for blood donation.

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来源期刊

Health Marketing Quarterly Health Professions-Health Professions (all)

CiteScore

2.10

自引率

0.00%

发文量

期刊介绍： Health Marketing Quarterly is directed at academicians and practitioners who are concerned with the concepts, practice, and research of health care marketing in today"s complex environment. The journal addresses important contemporary issues in the use of marketing by health care organizations like hospitals, individual practitioners, and public health care organizations. This includes the use of marketing to promote, position, deter, enhance health care organizations/issues, and the development of the marketing literature on both a conceptual and empirical basis.