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
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شیوا صمصام شریعت
5
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محمد حسین آرمان
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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: ", بهداشت عمومی", , ", تبلیغات, ", ", تبلیغات پوستری", , ", پوستر", ,
چکیده مقاله :
هدف از پژوهش حاضر بررسی تأثیر بکارگیری مدل تبلیغات پوستری در حوزه بهداشت عمومی می‌باشد. این پژوهش از نظر هدف، در دسته پژوهش‌های کاربردی و بر اساس نحوه جمع آوری داده ها، توصیفی- پیمایشی است. جامعه آماری این پژوهش عبارتند از کلیه مدیران مراکز بهداشتی استان اصفهان که در سال 1401 به خدمت اشتغال داشته و تعداد آنها 249 نفر بود، که تعداد 150 نفر به عنوان نمونه تحقیق، به روش نمونه گیری تصادفی طبقه‌ای انتخاب شدند.۰در این پژوهش از پرسشنامه محقق ساخته استفاده شده که روایی و پایایی آن مورد تأیید قرار گرفت. برای تحلیل داده‌های گردآوری شده از آزمون‌های کولموگروف- اسمیرنف، به منظور نرمال بودن داده‌ها و همچنین تحلیل عاملی تاییدی و روش معادلات ساختاری از نرم افزار (AMOS24) استفاده شد. یافته‌ها نشان داد که در بین مولفه‌های مورد مطالعه به ترتیب: راهکارها با ضریب مسیر(80/۰)، اثربخشی(84/۰)، بسترهای حاکم(92/۰)، موانع با ضریب مسیر (94/۰) و مولفه‌های موثر(97/۰) بیشترین تاثیر را در مدل تبلیغات پوستری در حوزه بهداشت عمومی دارند. مدل حاصل از این پژوهش می‌تواند راه‌گشای دست اندرکاران و برنامه‌‌ریزان بخش بهداشت و درمان جهت برنامه ریزی به منظور اثر بخش بودن کمپین های تبلیغات پوستری در حوزه بهداشت عمومی و ارتقای سطح بهداشت و سلامت جامعه و نیز ایجاد فرصت‌های نوآورانه جهت افزایش بهره‌وری در این حوزه می‌باشد
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.
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