An Analysis of the Impact of Social Marketing Plans Implemented by the Municipality of Hamadan on Environmental Beliefs
Subject Areas :Alireza Pirhayati 1 , hosein vazifehdoost 2 * , Pezhman Jafari 3 , Asqar Seif 4
1 - PhD student, Department of Commercial Management, Management and Economy College, Sciences and Research Campus, Islamic Azad University, Tehran Branch, Tehran, Iran
2 - Full Professor at Department of Commercial Management, Management and Economy College, Sciences and Research Campus, Islamic Azad University, Tehran Branch, Tehran, Iran
3 - Assistant Professor at Department of Commercial Management, Management and Economy College, Sciences and Research Campus, Islamic Azad University, Tehran Branch, Tehran, Iran
4 - Assistant Professor, Department of Statistics, Bu-Ali University, Hamadan, Iran
Keywords: value, Hamadan, urban management, Social Marketing,
Abstract :
Many environmental damages results from undesirable behaviors and attitudes. Social marketing is a process that exploits the principles of commercial marketing in order to influence the beliefs and behaviors of target audience. Many of the problems of urban management, especially in the field of the environment have their roots in citizens’ misconceptions. Therefore, it is expected that the organizations related to urban management to eradicate undesirable beliefs and behaviors by implementing mixed social marketing and thereby to prevent the occurrence of many environmental problems. This research, by presenting a conceptual model explains the effect of the implementation of mixed marketing on environmental beliefs from the viewpoint of Hamadan municipality. The results showed that by implementing a mixed social marketing by influencing the emotional and operational values people's environmental beliefs can be affected. In fact, the implementation of the mixed social marketing can lead to preventive measures. With the introduction of emotional and operational value as an effective consequence of the integrated implementation of the mixed social marketing, these factors have been shown to affect the prediction of individuals’ environmental beliefs.
- حسنقلی پور، طهمورث؛ موسوی، نقابی و سید مجتبی، طاهری. (1393). نهادینه سازی مؤلفههای قدرت نرم نظام جمهوری اسلامی ایران مبتنی بر رهیافت بازاریابی اجتماعی، پژوهشنامه انقلاب اسلامی. 4(12). 59-79.
- رضایی پندری، حسن و کشاورز محمدی، نسترن. (1393). کاربرد رویکرد بازاریابی اجتماعی در حوزه سلامت. فصلنامه علمی و پژوهشی آموزش بهداشت و ارتقاء سلامت ایران. ۲(۲)، ۱۰۹- ۱۳۰.
- سرمد، زهره. (1378). متغیرهای تعدیل کننده و واسطه ای: تمایزات مفهومی و راهبردی. مجله پژوهشهای روان شناختی. 5(2). 63-81.
- محمدی،هادی. (1394). نقش واسط عوامل فردی و اجتماعی در وفاداری بانکداری اینترنتی: یک مطالعه تشریحی. مجله مطالعات مدیریت بهبود و تحول. 8(3): 420-446.
- شمس، مجید و رحمانی، امیر(1393)اصول و مبانی دیدگاههای توسعه شهری با رویکرد شهر هوشمند، فصلنامه آمایش محیط،دوره7،شماره27،صفحه52-30.
- پوررمضان،ع و پورحسین روشن و علی اکبری،ص(1395)شهردانش بنیان: استراتژی توسعه آینده شهر زنجان به عنوان یک شهر پایدار و خلاق، فصلنامه آمایش محیط، دوره9، شماره35،صفحه192-171
- ملکی،س واحمدی،ر(1395)تأثیر عامل فاصله از مرکز بر میزان توسعه یافتگی شهرستان های استان خوزستان ،فصلنامه آمایش محیط،دوره9،شماره32،صفحه22-1
- Amatulli C. Angelis M. The influence of corporate social responsibility on consumers' attitudes and intentions toward genetically modified foods: evidence from Italy. Journal of Cleaner Production 2016; 112(4): 2861-2869.
- Arli D. Thiele S. Lasmono H. Consumers evaluation toward tobacco companies: implications for social marketing. Marketing Intelligence & Planning 2014; 33(3): 276 –291.
- Auh S. Bell S. McLeod CS. Co-production and customer loyalty in financial services. Journal of Retailing 2007; 83(3): 359-370.
- Barrutia JM. Echebarria C. Networks: a social marketing tool. European Journal of Marketing 2013; 47(1/2): 324 – 343.
- Brady, MK. Cronin J. Some new thoughts on conceptualising perceived service quality: a hierarchical approach. Journal of Marketing 2001; 65(3): 34-49.
- Carrete L. Arroyo P. Social marketing to improve healthy dietary decisions: Insights from a qualitative study in Mexico. Qualitative Market Research: An International Journal 2014; 17(3): 239 – 263.
- Chapman D, Rudd R, Moeykenz BA. Social Marketing For Public Health. Health Affairs Journal 1993; 12(2): 105-125.
- Chen CJ. Huang JW. Strategic human resource practices and innovation performance - The mediating role of knowledge management capacity. Journal of Business Research 2009; 62(2): 104–114.
_||_