شناخت عناصر و مؤلفه های اثربخش تشکیل دهندة مدل تبلیغات پوستری در حوزه بهداشت عمومی
محورهای موضوعی : مدیریت
فاطمه حق نژاد
1
,
رسول عسگرپور
2
*
,
احمدرضا شکرچی زاده
3
,
رضا ابراهیم زاده دستجردی
4
,
شیوا صمصام شریعت
5
,
محمد حسین آرمان
6
1 - دانشجوی دکتری گروه مدیریت، واحد نجف‌آباد، دانشگاه آزاد اسلامی، نجف آباد ، ایران
2 - استادیار گروه مدیریت، واحد نجف‌آباد، دانشگاه آزاد اسلامی، نجف‌آباد، ایران ( نویسنده مسؤول)
3 - استادیار گروه مدیریت، واحد نجف‌آباد، دانشگاه آزاد اسلامی، نجف‌آباد، ایران
4 - استادیار گروه مدیریت، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران
5 - استادیار گروه سم‌شناسی بالینی، مرکز تحقیقات سم شناسی بالینی، دانشگاه علوم پزشکی اصفهان، اصفهان، ایران
6 - استادیار گروه مدیریت، دانشگاه آزاد اسلامی، واحد مبارکه، اصفهان، ایران
کلید واژه: واژه‌های کلیدی: بهداشت عمومی, تبلیغات, تبلیغات پوستری, پوستر,
چکیده مقاله :
هدف: پژوهش حاضر با هدف شناسایی عناصر و مؤلفه‌های تشکیل‌دهنده مدل تبلیغات پوستری در حوزه بهداشت عمومی انجام شده است.
روش‌شناسی پژوهش: این مطالعه از نظر هدف در دسته پژوهش‌های کاربردی و از نظر روش، توصیفی-پیمایشی است. جامعه آماری شامل تمامی مدیران مراکز بهداشتی استان اصفهان در سال ۱۴۰۱ (تعداد ۲۴۹ نفر) بود. نمونه‌گیری به روش تصادفی ساده انجام شد و ۱۵۰ نفر به عنوان نمونه انتخاب شدند. ابزار گردآوری داده‌ها، پرسشنامه محقق‌ساخته‌ای بود که روایی و پایایی آن مورد تأیید قرار گرفت. جهت تحلیل داده‌ها از آزمون کولموگروف-اسمیرنف برای بررسی نرمال‌بودن داده‌ها و از تحلیل عاملی تأییدی و روش معادلات ساختاری با استفاده از نرم‌افزار AMOS نسخه ۲۴ بهره گرفته شد.
یافته‌ها: نتایج نشان داد مؤلفه‌های مؤثر (ضریب مسیر ۰.۹۷)، موانع (۰.۹۴)، بسترهای حاکم (۰.۹۲)، اثربخشی (۰.۸۴) و راهکارها (۰.۸۰) به ترتیب بیشترین تأثیر را در مدل تبلیغات پوستری در حوزه بهداشت عمومی دارند.
اصالت / ارزش‌افزوده علمی: مدل حاصل می‌تواند به عنوان الگویی راهبردی برای دست‌اندرکاران و سیاست‌گذاران حوزه سلامت در جهت طراحی و اجرای کمپین‌های اثربخش تبلیغات پوستری، ارتقای سلامت عمومی، و افزایش بهره‌وری نظام بهداشت مورد استفاده قرار گیرد.
Purpose
The present study aims to identify the elements and components that constitute an effective poster advertising model in the field of public health.
Research Methodology
This research is applied in terms of purpose and descriptive-survey in terms of methodology. The statistical population consisted of all managers of health centers in Isfahan Province in 2022 (249 individuals). A simple random sampling method was employed, and 150 participants were selected. Data were collected using a researcher-made questionnaire, the validity and reliability of which were confirmed. For data analysis, the Kolmogorov–Smirnov test was used to check the normality of data distribution, and confirmatory factor analysis (CFA) and structural equation modeling (SEM) were performed using AMOS version 24.
Findings
The results revealed that the components of effectiveness (path coefficient = 0.97), barriers (0.94), governing contexts (0.92), impact (0.84), and strategies (0.80) had the highest influence on the poster advertising model in the field of public health, respectively.
Originality / ValueThe proposed model can serve as a strategic framework for health sector stakeholders and policymakers to design and implement effective poster advertising campaigns, improve public health, and enhance efficiency in the healthcare system.
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