ارزیابی برون‌دادهای پژوهشی متمرکز بر اثربخشی تبلیغات در حوزه سلامت
الموضوعات :
محمدحسین ریاحی
1
,
شهناز نایب زاده
2
,
ابوالفضل داودی رکن آبادی
3
1 - دانشجوی دکتری، گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران.
2 - استاد، گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران.
3 - استاد، گروه طراحی پارچه و لباس، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران.
الکلمات المفتاحية: سلامت, علم سنجی, اثربخشی تبلیغات, مصورسازی,
ملخص المقالة :
تجربه کشورهای مختلف در سراسر دنیا در دوران پاندمی ویروس کرونا بر اهمیت تبلیغات به عنوان ابزار اصلاح و تغییر نگرش و رفتار مردم صحه گذاشت. بر همین اساس و به لحاظ هزینه‌های گزاف تبلیغ، موضوع اثربخشی تبلیغات مخصوصاً در حوزه سلامت توجه مدیران و تصمیم گیرندگان کشورها و نیز محققین را به خود جلب کرده است. لذا، هدف این پژوهش بررسی پژوهش‌های بین‌المللی منتشر شده در زمینه اثربخشی تبلیغات در حوزه سلامت در راستای کسب بینشی جامع و راهگشا است. پژوهش توصیفی- تحلیلی حاضر با رویکرد علم سنجی و با استفاده از روش تحلیل هم واژگانی و تحلیل شبکه‌ای به بررسی ۴۳۸ مقاله که در پایگاه اطلاعاتی وب آو ساینس در فاصله زمانی سال ۱۹۷۰ تا سال ۲۰۲۲ نمایه شده‌اند می‌پردازد. تحلیل داده‌ها با استفاده از نرم افزار ووس وویور نشان می‌دهد سال ۲۰۲۱ بهار تحقیقات انجام شده در مورد اثربخشی تبلیغات در حوزه سلامت و آمریکا مهد این پژوهش‌ها می باشد. گستردگی کلمات کلیدی منتخب محققان در مقالات خود که به معنی جامعیت پژوهش در این حوزه می‌باشد و نیز همکاری علمی کشورهای مختلف سراسر دنیا و استقبال مجلات تراز اول رشته‌های علوم پزشکی در کنار مجلات برتر بازرگانی نشان دهنده دغدغه مشترک محققان در حوزه‌ای میان رشته‌ای و زایش خوشه‌های جدید علمی است. کسب بینش جامع در زمینه پژوهش‌های علمی به عنوان چراغ راه محققین آتی علی‌الخصوص در زمینه سلامت عمل کرده و صرف هزینه‌های تبلیغاتی که سهم قابل ملاحظه‌ای در بودجه سلامتی کشورها دارند را در کنار هزینه‌های تحقیقاتی به اثربخشی بیشتر نزدیک می‌کند.
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World Health Organization. (2019). Global spending on health: a world in transition. Retrieved 17 Octoer 2022, from https://apps.who.int/iris/handle/10665/330357
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_||_Cobo, M. J., Lopez-Herrera, A. G., Herrera-Viedma, E., & Herrera, F. (2011). Science mapping software tools: review, analysis, and cooperative study among tools. Journal of the American Society for Information Science and Technology, 62(7), 1382-1402.
Di Benedetto, C. A. (2021). Advertising and the Marketplace by Lynne Pepall and Dan Richards. Edward Elgar, Cheltenham, UK.
Esmaeilpour, M., Izadi, H., Afrakhteh, S., & Zahedi, F. (2019). The impact of the effectiveness of celebrity endorsements in advertising on the image of the advertised brand. Quarterly Journal of Brand Management, 5(4), 107-140. [In Persian]
Fernando, A. F. F. (2018). Mapping the field of arts-based management: Bibliographic coupling and cocitation analyses. Journal of Business Research(85), 348-357.
Hamidizadeh, M., & Nourian, Z. (2019). Explaining and evaluating the process of the effectiveness of TV commercials on customer attraction (Case study of Bank Saderat Iran). Journal of Innovation and Value Creation(3), 33-46. [In Persian]
Kalantari, A., Kermanshahani, F., & Malekifard, E. (2015). Patterns of Article Publication and Citation Behavior of the Faculties of Qazvin University of Medical Sciences. Health Information Management, 11(7), 820-829. [In Persian]
Kao, T. F., & Du, Y. Z. (2020). A study on the influence of green advertising design and environmental emotion on advertising effect. Journal of Cleaner Production(242), 1-13.
Lego, T. (2022). Privacy and Cost Concerns in Online Advertising—Literature Review and Analysis. Developments in Information & Knowledge Management for Business Applications, 377, 529–568. https://doi.org/10.1007/978-3-030-77916-0_17
Madhoshi, M., & Rezaee, S. (2013). Evaluating the Effectiveness of Viral Advertising Using Experimental Design. Journal of Business Management perspctive, 5(3), 125-144. [In Persian]
Maheshwari, P., Seth, N., & Gupta, A. (2014). Advertisement Effectiveness: A Review and Research Agenda. International Journal of Economics and Management Engineering, 8(12), 3918-3922.
Marefat, R., Keshavarz, H., Ashrafi Rizi, H., & Sirosi, S. (2013). Contribution Rate of Authors in producing Scientific Papers in Journal of Health Information Management during 2004-2011. Health Information Management, 10(3), 510-514. [In Persian]
Nallaperuma, K., Septianto, F., & Bandyopadhyay, A. (2021). Mixed emotional appeal enhances advertising effectiveness of pro-environmental luxury brands: the mediating role of cognitive flexibility. Asia Pacific Journal of Marketing and Logistics., 34(1), 175-189.
Pozharliev, R., Rossi, D., & De Angelis, M. (2022). A picture says more than a thousand words: Using consumer neuroscience to study Instagram users' responses to influencer advertising. Psychology & Marketing, 12(2), 93-96.
Purcarea, V. L. (2019). The impact of marketing strategies in healthcare systems. Journal of Medicine and Life, 12(2), 93-96.
Pyun, D. Y., & James, J. D. (2011). Attitude toward advertising through sport: A theoretical framework. Sport management review(14), 33-41.
Sarfraz, U., & Bano, S. (2022). Moderating impact of brand authenticity and control over ads on the effectiveness of Facebook advertising: a two-sample study. EuroMed Journal of Business, ahead-of-print(ahead-of-print). https://doi.org/10.1108/EMJB-12-2021-0196
Septianto, F., Japutra, A., Sung, B., & Seo, Y. (2022). The interaction effect of country-of-origin positioning and cultural distance on international advertising effectiveness: a construal level perspective. International Marketing Review, 39(4), 931-954. https://doi.org/10.1108/IMR-10-2021-0291
Shapiro, B. T., Hitsch, G. J., & Tuchman, A. E. (2021). TV advertising effectiveness and profitability: Generalizable results from 288 brands. Econometrica, 89(4), 1855-1879.
Sharifi, M., Khazaei Pour, J., Jalilvand, M. R., Tabaeeian, R. A., & Ghanbarpour Jooybari, M. (2019). Forecasting of advertising effectiveness for renewable energy technologies: A neural network analysis. Technological Forecasting and Social Change(143), 154-161.
Snoswell, C. L., Chelberg, G., De Guzman, K. R., Haydon, H. H., Thomas, E. E., Caffery, L. J., & Smith, A. C. (2021). The clinical effectiveness of telehealth: a systematic review of meta-analyses from 2010 to 2019. Journal of telemedicine and telecare, 1357633X211022907(Advance online publication), 1-16. https://doi.org/10.1177/1357633X211022907
Spencer-Thomas, S., Hindman, J., & Conrad, J. (2014). Man therapy: Outreach and impact on men’s mental health program 18 months after launch. 1-11. Retrieved 17 Octoer 2022, from https://mantherapy.org/pdf/White-Paper-Man-Therapy.pdf
To, R. N., & Patrick, V. M. (2021). How the eyes connect to the heart: The influence of eye gaze direction on advertising effectiveness. Journal of Consumer Research, 48(1), 123-146.
World Health Organization. (2019). Global spending on health: a world in transition. Retrieved 17 Octoer 2022, from https://apps.who.int/iris/handle/10665/330357
Yousef, M., Rundle-Thiele, S., & Dietrich, T. (2021). Advertising appeals effectiveness: a systematic literature review. Health Promotion International, 36(1), 1-14.
