提高COVID-19防疫社会营销效率——实证研究

Priyo Das
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引用次数: 0

摘要

如果表现良好,社会营销在为社会带来变革方面发挥着重要作用,印度仍在报告COVID-19病例,特别是在西孟加拉邦。因此,本研究的主要目的是找出有助于公司提高社会营销活动效率的重要变量。为了实现这一目标,本研究采用实证研究方法,在不进行任何变量操作的情况下,采用描述性横断面研究设计,力求提供实际意义。为了便于数据采集,采用了抽样技术,数据采集采用区间尺度。对于收集到的数据进行分析,首先对54名受访者进行了数据收集工具的可靠性分析,其值为0.92,为良好。在得出结论后,首先使用结构方程建模进行测量模型检验模型的拟合,然后根据CMIN/df、GFI、CFI和RMSEA等几个拟合指标分别为2.08、9.1、9.3、0.62确定模型的拟合,最后对结构模型进行检验,以确定研究方向,并对提出的假设进行检验。结果和基于推荐的建议完全基于统计数据,显示出非常有趣的实际意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
INCREASING THE EFFICIENCY OF SOCIAL MARKETING ABOUT COVID-19 PREVENTIVE MEASURES- AN EMPIRICAL STUDY
Social Marketing plays an important role in bringing change in society for good if perform well and the cases of COVID-19 is still being reported in India more specifically in West Bengal. Thus, the primary aim of this study was to find out the important variables that will help companies to increase the efficiency of social marketing campaigns. For achieving this objective this study adopted empirical research and it is concerned with providing practical implication without any variable manipulation it used descriptive cross-sectional research design. For the purpose data collection convenience sampling technique was utilized and data collected using an interval scale. For analysis of collected data, first a reliability analysis of the data collection instrument was conducted with 54 respondents, and it gave the value of 0.92 which is good. After that for reaching out to conclusion Structural Equation Modeling was utilized first measurement model conducted for checking the model fit and after determining the model fit based on several fit indices such as CMIN/df, GFI, CFI, and RMSEA 2.08, 9.1, 9.3, 0.62 respectively and lastly structural model was checked to see the direction of the study and to check the proposed hypotheses. The results and recommendations based on recommendation was completely based on statistics and shows very interesting practical implications.
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