Presenting a model of the role of marketing agents in the prevention of COVID-19

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Zarei Ghasem

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Journal Paper

Paper Information

Journal: JOURNAL OF HEALTH IN THE FIELD Year:2023 | Volume:11 | Issue:3 Page(s): 49-55

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Information Journal Paper

Title

Presenting a model of the role of marketing agents in the prevention of COVID-19

Author(s)

Zarei Ghasem | Issue Writer Certificate

Keywords

Marketing

COVID-19

Preventive behavior

Abstract

Background and Aims: Given the extensive and irreparable effects that COVID-19 has had on health, economy and society, it is the duty of marketers to prevent Corona with effective marketing and spread preventive behaviors. This study aimed to provide a model of marketing factors effective in preventing Corona. Materials and Methods: This research is practical in terms of purpose and of the qualitative research type. The purpose of this article was to identify the basic marketing factors effective in preventing Corona. The research participants were health and marketing experts, and the data was extracted using semi-structured interviews which thereafter were tested by theme analysis. Qualitative software Atlas TI was accordingly exploited. Compliance with ethical considerations was considered in all stages of the study implementation. Results: The results showed that effective marketing factors in the prevention of Corona include six areas consisting of value creation, marketing research, education and information, marketing mix, strengthening the culture of participation, and accountability and creating social trust. The subcodes of the mentioned areas encompass networking, response-based strategy, education and information, partnership strategy, price, product, distribution, promotion, cultural patterns, strengthening partnership benefits, social acceptance, value delivery, trust building, and marketing research. Conclusion: The factors identified in this research are effective factors in changing behavior and preventive behaviors in Corona, which should be taken into consideration by the officials and health authorities so that by using them properly, preventive behaviors of Corona can be implemented in the country.

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