• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文学位 >Applying diffusion of innovation theory towards understanding institutional capacity for social marketing adoption in public health organizations.
【24h】

Applying diffusion of innovation theory towards understanding institutional capacity for social marketing adoption in public health organizations.

机译：将创新理论的传播应用于理解公共卫生组织采用社会营销的机构能力。

获取原文
获取原文并翻译 | 示例
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Social marketing is a growing phenomenon within the public health industry, yet many organizations remain reluctant to adopt this approach. Public health organizations have not historically oriented themselves to the marketing concept as a means to promote organizational objectives involving behavior change. Yet, they are using a variety of practices, including social marketing and the diffusion of public health ideas to combat the growing number of health risks and socially unacceptable behaviors. The purpose of this study was to examine the ways in which public health professionals perceive public health organizations' adoption of social marketing as an innovation and characterize the factors that contribute to their adoption. This analysis would serve as the basis for creating a data collection instrument and a refined conceptual framework regarding social marketing as an innovation in a public health context.;This conceptual framework that informed the study focused on diffusion theory as a way to frame the process of adoption and diffusion of social marketing as a business practice among public health organizations. This process was conceptualized to include the steps of diffusion, specifically awareness, interest, evaluation, trial, and adoption into daily routines.;The study examined the academic and business literature on current uses of social marketing and the factors that affect and support their use of social marketing strategies. The study asked seven research questions and one research hypothesis that focused on professionals' perceptions, attitudes, beliefs, and use of social marketing practices in their respective public health organization. The study also examined professionals' perceptions of the ways in which their organizations acquire, develop, train for, and value social marketing practices.;This study's design was a one event, qualitative descriptive design in which I collected data from public health organizations in the United States during the spring of 2006. Of the 1,000 intended study organizations, a final sample of 186 organizations volunteered to participate. Data collected included qualities of the public health organization and their respective leaders' perceptions concerning the diffusion process of social marketing they experienced in their organizations.;Findings from the study suggest that social marketing diffusion does occur in public health organizations and it can be identified as a process, described, and assessed. The study also developed a beginning social marketing orientation model that further formed the conceptual framework of this study and provided an approach to measure social marketing diffusion among public health organizations.;The study concludes that social marketing diffusion is a viable framework for examining and monitoring the progression of public health ideas and appears to be adopted when selected elements of the organizational infrastructure are in place.
机译：社会营销是公共卫生行业中越来越多的现象，但是许多组织仍然不愿意采用这种方法。从历史上看，公共卫生组织并没有将自己定位为营销概念，以此来促进涉及行为改变的组织目标。但是，他们正在使用各种实践，包括社会营销和公共卫生观念的传播，以应对日益增长的健康风险和社会不可接受的行为。这项研究的目的是检验公共卫生专业人员如何看待公共卫生组织对社会营销的采用，并将其表征为有助于创新的因素。该分析将为创建数据收集工具和完善的概念框架提供基础，该概念框架将社会营销视为在公共卫生背景下的一项创新。在公共卫生组织中采用和传播社会营销作为一种商业惯例。该过程的概念化包括传播步骤，特别是意识，兴趣，评估，试验和通过日常应用;该研究研究了有关社会营销当前用途以及影响和支持其使用的因素的学术和商业文献。社会营销策略。该研究提出了七个研究问题和一个研究假设，这些假设着重于专业人员在各自公共卫生组织中的看法，态度，信念以及对社会营销实践的使用。该研究还检查了专业人员对他们的组织如何获取，发展，培训和重视社会营销实践的方式的看法。这项研究的设计是一个事件，是定性的描述性设计，我从该组织的公共卫生组织收集了数据。美国在2006年春季。在1,000个预期的研究组织中，有186个组织的最终样本自愿参加。收集的数据包括公共卫生组织的素质以及他们各自领导者对他们在组织中所经历的社会营销传播过程的看法。研究结果表明，社会营销传播确实发生在公共卫生组织中，可以确定为描述，评估的过程。该研究还开发了一个初始的社会营销导向模型，该模型进一步形成了本研究的概念框架，并提供了一种衡量公共卫生组织之间社会营销扩散的方法。公共卫生思想的进步，并且在组织基础结构的选定要素到位后似乎会被采用。

著录项

  • 作者

    Baskin, Allwyn L.;

  • 作者单位

    Fielding Graduate University.;

  • 授予单位 Fielding Graduate University.;
  • 学科 Business Administration Marketing.;Health Sciences Public Health Education.;Health Sciences Public Health.;Sociology Organizational.
  • 学位 Ph.D.
  • 年度 2012
  • 页码 185 p.
  • 总页数 185
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号