ارائه مدل عوامل موثر بر اجرای یکپارچه آمیخته بازاریابی اجتماعی در حوزه سلامت

Introduction: Many health problems are caused by inappropriate behavior and attitudes. On the other hand, social marketing process uses commercial marketing principles and techniques to influence individual’s behavior. Health sector organizations can, therefore, correct undesirable behaviors and attitudes by effective implementation of social marketing programs, thus prevent the risk of many diseases. This study presents a conceptual model to explain the factors affecting the implementation of an integrated social marketing mix in the field of health. Methods: This study uses a quantitative methodology based on survey technique. For this purpose, 67 experts in the field of health management at Hamedan University Of Medical Sciences were selected using random sampling. Data were collected using a standard questionnaire. Structural equation and Smart Pls software have been used for the model analysis and hypothesis testing. Results: Fitting indexes (including outer model: 0.998, inner model: 0.946, absolute index: 0.797, and relative index: 0.945) confirmed the conceptual model to predict the tendency of behavior through social marketing mix. It was also found that implementing social marketing mix can influence behavioral tendencies by means of sources associated with the organization and resources related to individuals as the independent variables and emotional value and functional value as the intermediate variables. Conclusion: The integrated implementation of social marketing mix can help people develop voluntary preventive measures. This study identified resources associated with both the organization and the people as factors influencing the individuals’ behavioral tendencies through value creation.