Corona Virus Prevention and the Role of Marketing Mix in it

Ghasem Zarei; Adeleh  Dehghani Ghahnavieh

doi:10.18502/ssu.v30i6.10347

Ghasem Zarei Department of management, Faculty of social sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
Adeleh Dehghani Ghahnavieh PhD candidate, Department of management, Faculty of social sciences, University of Mohaghegh Ardabili, Ardabil, Iran.

DOI: https://doi.org/10.18502/ssu.v30i6.10347

Keywords: corona awareness, marketing mix, behavior change, preventive behavior.

Abstract

Introduction: Considering the widespread and irreversible effects that Corona has had on health, economy and society, it is the duty of marketers to prevent Coronavirus through effective marketing and promote preventive behaviors. The purpose of this study was to present a model of effective marketing mix on Coronavirus prevention.

Methods: The present study was a descriptive-survey and cross-sectional. The population of this study was social media users. The sample size was 177 people. The data collection tool was a questionnaire. In this study, content validity and construct validity were evaluated and the reliability of the questionnaire was obtained by calculating Cronbach's alpha coefficients and combined reliability. Structural equation modeling and SPSS16 and Smart Pls2.0 software were used to analyze the data.

Results: The results show that advertising (t=2/731 and path coefficient 0/236), product (t=4/458 and path coefficient 0/473) and distribution (t=3/050 and path coefficient 0/320) on change Behavior has a positive and significant effect, and advertising has a positive and significant effect on Coronavirus awareness (t=6/658 and path coefficient 0/674) and Coronavirus awareness of behavior change (t=2/522 and path coefficient 0/215), as well as behavior change It also has a positive and significant effect on preventive behaviors (t=5/104 and path coefficient 0/716). But the effect of price on behavior change (t=1/664 and path coefficient -0/196) was not confirmed.

Conclusion: Social media and marketing mix is an effective factor in changing preventive behaviors and behaviors in Corona that needs to be considered by health officials and officials to use preventive behaviors with appropriate use of social media and marketing mix.