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  Citation Number 6
 Views 56
 Downloands 16
COVID-19 Pandemi Sürecinin Yönetilmesinde Sosyal Pazarlama Aracı Olarak Kamu Spotlarının İncelenmesi: İçerik Analizi
2021
Journal:  
OPUS Toplum Araştırmaları Dergisi
Author:  
Abstract:

Sosyal pazarlama, günümüzde toplumsal faydanın ön plana çıkarılması ve farkındalık oluşturulması konularında bireylerde tutum ve davranış değişikliğine sebep olarak daha yaşanılabilir bir dünyayı mümkün kılmaya çalışan bir kavramdır. Kurum ve kuruluşlar toplum faydasını ön plana çıkarmak için sosyal sorumluluk projeleri kapsamında sosyal pazarlamaya önem vermekte özellikle çevre ve sağlık konularında kamu spotlarını kullanarak insanların bilinçlendirilmesini sağlamaktadır. Sosyal fayda için tutum ve davranış değişimi, genel olarak kamu sektörünün öncü olduğu sosyal pazarlama faaliyetlerinin temelini oluşturmaktadır. Kamu spotları, günümüzde sosyal pazarlama faaliyetlerinde bir araç olarak yoğun bir şekilde kullanılmaktadır. Bunun sebebi kamu spotlarının dijital çağda insanlara kolay ulaşmayı ve etkilemeyi mümkün kılacak yayın mecralarına sahip olmasıdır. Sosyal pazarlama aracı olarak kamu spotları, insanlara bilgi vermek, farkındalık oluşturmak, davranış değişikliği için ikna etmek, toplumsal sorunlara dikkat çekmek ve bu sorunlara çözüm önerileri sunmak amacıyla kullanılmaktadır. Çalışmanın amacı sosyal pazarlama bağlamında kamu spotlarının temalaştırılmasını sağlamaktır. Çalışmanın yöntemi sosyal pazarlama bağlamında COVID-19 pandemi sürecinde Sağlık Bakanlığı tarafından yayınlanmış olan 34 kamu spotunun içerik analizi kullanılarak temalaştırılmasıdır. Kamu spotları ile ilgili videolar nitel veri analizlerde kullanılan program yardımıyla kodlamaları yapılmış ve temalar oluşturulmuştur. Çalışmanın sonucunda ortaya çıkan temalar davranış kazandırma, farkındalık ve ikna etme’dir. Sosyal pazarlamanın kullanım amaçlarına uygun temalar ortaya çıkmıştır.

Keywords:

COVID-19 Pandemi Sürecinin Yönetilmesinde Sosyal Pazarlama Aracı Olarak Kamu Spotlarının İncelenmesi: İçerik Analizi
2021
Author:  
Abstract:

Social marketing is a concept that is now trying to make a world more viable as a result of attitude and behavior change in individuals on topics of social benefits and awareness creation. Institutions and organizations focus on social marketing in the framework of social responsibility projects to bring the benefit of society to the forefront, using public spots in environmental and health issues, ensuring that people are awarenessful. Change of attitude and behavior for social benefit forms the foundation of social marketing activities in which the public sector is in general the leader. Public spots are widely used as a tool in social marketing activities today. This is due to the fact that public spots have broadcasts that make it easy to reach and influence people in the digital age. As a social marketing tool, public spots are used to inform people, build awareness, persuade for behavioral change, attract attention to social problems and offer solutions to these problems. The aim of the study is to ensure that public spots are submitted in the context of social marketing. The method of the study is to submit the content analysis of 34 public spots published by the Ministry of Health in the COVID-19 pandemic process in the context of social marketing. Public spots related videos were coded with the help of the program used in quality data analysis and themes were created. The topics that arise as a result of the study are behavior, awareness and persuasion. The social marketing objectives are used for them.

Use Of Public Service Announcements As A Social Marketing Tool In Managing The Covid-19 Pandemia Process: A Content Analysis
2021
Author:  
Abstract:

Social marketing is a concept that attempts to make the world more liveable by causing attitude and behavioural changes in individuals in bringing social benefit to the forefront and creating awareness. Institutions and organizations place importance to social marketing within the scope of social responsibility projects in order to bring the social benefit to the forefront, and provide awareness of people by using public service announcements, especially on environmental and health issues. Attitude and behavioural changes for social benefit generally form the basis of social marketing activities pioneered by the public sector. Today, public service announcements are used intensely as a tool in social marketing activities. This is because public service announcements have broadcast areas that will make it possible to reach and influence people easily in the digital era. As a social marketing tool, public service announcements are used to keep people informed, to create awareness, to persuade them to change behaviour, to attract attention to social problems and to propose solutions to these problems. The aim of the study is to provide public service announcement theming within the context of social marketing. The method of the study is to theme 34 public service announcements published by the Ministry of Health during the COVID-19 pandemic process in the context of social marketing by using a content analysis. Videos concerning public service announcements were coded and themes created with the help of the program used in qualitative data analysis. In conclusion, the emerging themes are behaviour acquisition, awareness and persuasion. Themes which are suitable for the intended use of social marketing have emerged.

Keywords:

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OPUS Toplum Araştırmaları Dergisi

Field :   Eğitim Bilimleri; Sosyal, Beşeri ve İdari Bilimler

Journal Type :   Ulusal

Metrics
Article : 1.941
Cite : 11.798
2023 Impact : 0.439
OPUS Toplum Araştırmaları Dergisi