Investigating the effective elements and components of the poster advertising model in the field of public health

Subject Areas :

Fatemeh Haghnejad ¹ , Rasoul Asgarpour ² , Ahmadreza Shekarchizadeh ³ , Reza Ebrahimzadeh Dastjerdi ⁴ , Shiva Samsam shariat ⁵ , Mohammad hossein Arman ⁶

1 - PhD student in media management, Department of Management, Najaf Abad Branch, Islamic Azad University, Najaf Abad, Iran
2 - Assistant Professor, Faculty of Humanities, Department of Management, Najaf Abad Branch, Islamic Azad University, Najaf Abad, Iran
3 - Assistant Professor, Faculty of Humanities, Department of Management, Najaf Abad Branch, Islamic Azad University, Najaf Abad, Iran
4 - Assistant Professor, Faculty Member, Department of Public Administration, Faculty of Islamic Governance, Islamic Azad University of Isfahan (Khorasgan) Branch, Isfahan, Iran.
5 - Assistant Professor, Clinical Toxicology Department, Clinical Toxicology Research Center, Isfahan University of Medical Sciences, Isfahan, Iran
6 - Assistant Professor, Department of Management, Najaf Abad Branch, Islamic Azad University, Najaf Abad, Iran

Received: 2023-10-12 Accepted : 2024-03-04 Published : 2024-05-01

Keywords: &quot, public health&quot, , &quot, advertising&quot, , &quot, poster advertising&quot, , &quot, poster&quot, , ,

Abstract :

The purpose of this research is to investigate the effect of using the poster advertising model in the field of public health. In terms of purpose, this research is descriptive-survey in the category of applied research and based on the method of data collection. The statistical population of this research includes all managers of health centers in Isfahan province who were employed in 1401 and their number was 249 people, of which 150 people were selected as the research sample by stratified random sampling method. A researcher-made questionnaire was used whose validity and reliability were confirmed. To analyze the collected data, Kolmogorov-Smirnov tests were used for the normality of the data, as well as confirmatory factor analysis and structural equation method using the software (AMOS24).The findings showed that among the studied components, respectively: solutions with path coefficient (0.80), effectiveness (0.84), ruling platforms (0.92), obstacles with path coefficient (0.94) and effective components (0.97) are most effective in the poster advertising model in the field of public health. The model obtained from this research can open the way for practitioners and planners of the health and treatment sector to plan for the effectiveness of poster advertising campaigns in the field of public health and to improve the level of public health and health, as well as to create innovative opportunities to increase productivity in this field.