سامانه همایش های دانشگاه آزاد اسلامی واحد نجف آباد

صفحه اصلی / اولین همایش بین المللی تحول خدمات سلامت: تلفیق مراقبت، درمان، بازتوانی و امیدبخشی

Analyzing Factors Influencing the Success of Social Marketing Programs in Promoting the Mental Health of the Elderly through a Social Participation Approach: A Qualitative Study

نویسندگان :

Davood Nasr esfahani¹

1- دانشگاه آزاد اصفهان (خوراسگان)

کلمات کلیدی :

بازاریابی اجتماعی،سلامت روان سالمندان،سرمایه اجتماعی،سالمندی فعال،مدیریت سلامت.

چکیده :

Background: The growth of the elderly population entails consequences for health and social welfare systems (1). Social marketing- with its focus on behavior change, empowerment, and value creation for society- possesses the potential to enhance social participation among the elderly (2, 3). This study aimed to analyze the factors influencing the success of social marketing programs in promoting the mental health of the elderly in Isfahan, through a social participation approach. Method: The research employed a qualitative method based on the systematic grounded theory approach of Strauss and Corbin (4, 5). The study population consisted of experts in the field; 18 individuals were selected through purposive sampling, continuing until theoretical saturation was reached. Data were collected via in-depth, semi-structured interviews and analyzed using MAXQDA qualitative analysis software through three stages of coding: open, axial, and selective. Finding: Findings showed causal conditions included health awareness, psychosocial needs, motivation, and social capital. Contextual factors comprised supportive policies, intersectoral collaboration, socio-sports access, communication/technology infrastructure, and participation culture. Intervening factors included the digital divide and economic and physical limitations. Strategies involved social marketing, family empowerment, volunteer networks, sport for all development, health/media literacy, social networks, aging ambassadors, NGO participation, and evaluation systems. Outcomes included improved mental health, life expectancy, resilience, social participation, intergenerational interactions, reduced healthcare demand, equity, and program efficiency. Conclusion: Therefore, a special focus on social marketing programs in the field of aging can help improve mental health and enhance the level of social participation.