این سایت در حال حاضر پشتیبانی نمی شود و امکان دارد داده های نشریات بروز نباشند
Basic and Clinical Cancer Research، جلد ۳، شماره ۳&۴، صفحات ۷-۱۴
عنوان فارسی
چکیده فارسی مقاله
کلیدواژه‌های فارسی مقاله
عنوان انگلیسی Factors affecting success of mobile advertisements through short message services (SMS) for public donation for cancer
چکیده انگلیسی مقاله Background: Increasing cost of cancer in the world and particularly in developing countries, postulates need for public participation in cancer control activities, including prevention, treatment and supportive care. We studied role of different factors on the success of advertising through short message services (SMS) for public donations for cancer control activities. Materials and Methods: Based on a conceptual model, we studied association of participants’ interest for public donation with demographic factors and factors related to the message success including media success, and perceived social success. We collected data from health professionals and general public who used mobile phones and SMS by questionnaire. Results: Overall, 560 subjects completed the questionnaire. From the factors related to the message, we found content of message had the greatest effect on the public motivation to donate. In addition, among factors related to the media, transmission process, and among the perceived aspects of the message, “social norms” and “reliability and credibility“ had significant effect on the success of the SMS message to increase peoples’ willingness to donate for cancer patients. Female were more keen on the donation than the men and there was inverse association between education level and the willingness to pay. Conclusion: Advertisement through SMS seems to be effective methods to motivate the public donations for cancer. Different factors, particularly perceptive aspects, are associated with promotion of the people and their motivation for the donation.
کلیدواژه‌های انگلیسی مقاله SMS advertising,Public Donations,Cancer,Iran
نویسندگان مقاله سمیه حاجی زاده | somayeh hajizadeh
university of payam-e noor, tehran, iran


میرزا حسن حسینی | mirza hassan hosseini
cancer research center, cancer institute of iran, tehran university of medical sciences, tehran, iran

سازمان اصلی تایید شده: دانشگاه علوم پزشکی تهران (Tehran university of medical sciences)

بهرام حسن پور | bahram hassanpour
cancer research center, cancer institute of iran, tehran university of medical sciences, tehran, iran

سازمان اصلی تایید شده: دانشگاه علوم پزشکی تهران (Tehran university of medical sciences)

رحیم اکرمی | rahim akrami
cancer research center, cancer institute of iran, tehran university of medical sciences, tehran, iran

سازمان اصلی تایید شده: دانشگاه علوم پزشکی تهران (Tehran university of medical sciences)

کاظم زنده دل | kazem zendehdel


نشانی اینترنتی http://bccr.tums.ac.ir/index.php/bccrj/article/view/33
فایل مقاله اشکال در دسترسی به فایل - ./files/site1/rds_journals/151/article-151-433661.pdf
کد مقاله (doi)
زبان مقاله منتشر شده en
موضوعات مقاله منتشر شده
نوع مقاله منتشر شده Original Articles
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