| چکیده انگلیسی مقاله |
Introduction:Social capital is faced with some challenges including addiction which has a fundamental effect on the strength and mechanism of social capital. A proper understanding of the harms, analysis of their process and provision of the necessary practical prescription and their operationalization are essential and efficient ways to control and curb the harms to society. In countries with a young age structure, like Iran, young population is both an opportunity and a threat, because the more the young population of a country increases, the more vulnerable they are in terms of drug abuse . Today what needs more thought and consideration in Iran is the youths’ change of inclination towards industrial drugs like ecstasy, glass and crack from traditional ones like opium and heroin. Therefore, it is fundamentally vital to inform the youth in this regard and give them the necessary information and instructions, having this in mind that they are experiencing a very sensitive period and they will not simply accept any idea. The scientists’ concern to tackle these kinds of social problems lead them to this belief that the best way to change the audiences’ ideas, attitudes and behavior is to know their needs and desires. This is exactly what whose trail can easily be traced in marketing activities which impose their products on people by a close look at their needs. This itself was sufficient to create a social marketing model through the integration of two separate fields of marketing and communication. The efficiency of the programs of addiction prevention whose goal is to promote avoiding drug use in the society might be influenced by some elements. Theory of planned behavior is one of the important theories that explains the main mechanism of accepting healthful behaviors. In this theory, it is supposed that one’s intention of a specific behavior explains his/her choice of acting in a particular way and his/her motivation to behave in that way. It is comprised of the attitude, controlling apprehended behavior, abstract norms, intention and behavior . This theory prognosticates a collection of behaviors and it is mostly used to analyze the elements influential in behavior . This research has examined the mixed social marketing effect on the youths’ intention to avoid drug consumption. Taking the related literature and background of the research into consideration, twelve hypotheses have been put forward and tested. Matherial & Methods : The present research is of applied developmental type in terms of purpose. Male secondary school students of the province of Isfahan constitute the population of this study who are 68035 youngsters on the whole where 52389 of which study in public schools, 3625 of which study in Shahed schools and 12021 of which study in private schools. A random selection process had been applied to choose the participants. As different districts of Isfahan province had been chosen to gather data, two schools were randomly selected in each district (distinct in cultural and social position), a questionnaire was given to their counselors, and some of the students who were volunteer to take part in the study were selected. On the other hand, the counselors were told to try to use the volunteer ones who seemed to have used drugs before (promising to keep their ideas confidential) as well. Taking the limited nature of the sample under investigation, Morgan sampling table was used to determine the sample size, which determined 381 people as the appropriate sample size. On the whole, 390 questionnaires were distributed with the help of the schools’ counselors, while 336 of them were finally accepted as useful for the purposes of the study. The rest were to be omitted since they were incomplete or unanswered. The researcher’s questionnaire was used to gather data and information. Discussion of Results & Conclusions : The results indicated that social marketing mix has a positive and meaningful effect on the youths’ intention to avoid drug use with a regression coefficient of 0.81. Two samples t-test was used to determine the difference between drug disuse before and after the implementation of prevention programs. The results showed that these programs and the awareness created was influential in the intention of drug use. Furthermore, based on the appropriateness of the model proposed and the approval of the hypotheses, it can be concluded that social marketing programs and measures have a positive effect on industrial drug abuse prevention in future since it has been proved influential in secondary school youngsters’ intention of drug use and has made them aware of its detrimental nature. Intermediary ways have been confirmed with a little change in the effect size of the main and subsidiary models. Having tested the research’s hypotheses, the results indicate that the effect of social marketing mix on abstinence from the intention of industrial drug use is 0.81, and the critical and p values are 12.98 and 0.000 respectively. Therefore, this hypothesis is strongly confirmed. In fact, all the activities conducted by the related organs in the area of social marketing have been positively influential in the individuals’ intention of drug disuse. Having tested the research’s hypotheses, the results indicate that the effect of social marketing mix on behavioral beliefs about abstinence from industrial drug use is 0.61, and the critical and p- values are 9.12 and 0.000 respectively. Therefore, this hypothesis is strongly confirmed. In fact, all the activities conducted by the related organs in the area of social marketing have been positively influential in the individuals’ behavioral beliefs. Having tested the research’s hypotheses, the results indicate that the effect of social marketing mix on normative beliefs about abstinence from industrial drug use is 0.72, and the critical and p- values are 9.33 and 0.000 respectively. Therefore, this hypothesis is strongly confirmed. In fact, all the activities conducted by the related organs in the area of social marketing have been positively influential in the individuals’ normative beliefs. Having tested the research’s hypotheses, the results indicate that the effect of social marketing mix on controlling beliefs about abstinence from industrial drug use is 0.59, and the critical and p- values are 8.97 and 0.000 respectively. Therefore, this hypothesis is strongly confirmed. Social marketing mix has a positive meaningful effect on male youngsters’ controlling beliefs about abstinence from and disusing industrial drug in Isfahan province. In fact, all the activities conducted by the related organs in the area of social marketing have been positively influential in the individuals’ normative beliefs. Having tested the research’s hypotheses, the results indicate that the effect of behavioral beliefs on attitude about abstinence from industrial drug use is 0.59, and the critical and p- values are 9.02 and 0.000 respectively. Having tested the research’s hypotheses, the results indicate that the effect of normative beliefs on male youngsters’ estimation of social pressure of using or disusing industrial drug is 0.54, and the critical and p- values are 8.95 and 0.000 respectively. Having tested the research’s hypotheses, the results indicate that the effect of controlling beliefs on male youngsters’ estimation of their own degree of control over abstinence from or disusing industrial drug use is 0.42, and the critical and p- values are 7.00 and 0.000 respectively. Therefore, this hypothesis is strongly confirmed. Having tested the research’s hypotheses, the results indicate that the effect of male youngsters’ attitude about abstinence from industrial drug use on their intention to disuse industrial drug is 0.11, and the critical and p- values are 2.28 and 0.022 respectively. Having tested the research’s hypotheses, the results indicate that the effect of male youngsters’ estimation of social pressure of using or disusing industrial drug on their intention to disuse industrial drug is 0.11, and the critical and p- values are 2.38 and 0.017 respectively. Having tested the research’s hypotheses, the results indicate that the effect of male youngsters’ estimation of their own degree of control over abstinence from or disusing industrial drug use drug on their intention to disuse industrial drug is 0.19, and the critical and p- values are 3.99 and 0.000 respectively. Therefore, this hypothesis is confirmed. Amos software grouping has been used to test the moderating effect of family ties. The equality constraint has made the models less fit (weak: 3 and less; strong: More than 3). Therefore, the moderating effect of family ties is confirmed where the two coefficients are significantly different. An individual’s mental and spiritual conditions play a moderating role in male youngsters’ intention to avoid industrial drug use in Isfahan province. Amos software grouping has been used to test the moderating effect of mental and spiritual conditions. The equality constraint has made the models less fit (weak: 3 and less; strong: More than 3). Therefore, the moderating effect of mental and spiritual conditions is confirmed where the two coefficients are significantly different. |