Designing a Social Advertising Framework for Attracting Popular Help Based on Religious Patterns


1 Researcher at Makaz Rushd, Imam Sadegh University

2 Department of business management, Central Tehran Branch, Islamic Azad University


These days, Marketing is known as a type of knowledge beyond the scope of business. The application of the principles and tools of this field has expanded to non-commercial fields. One of these areas is the use of marketing knowledge in solving social problems, which is referred to as social marketing. Poverty and deprivation can be regarded as the most important challenges of human societies. Different scientific disciplines have tried to come up with different approaches to solve this issue. One of these scientific disciplines which can provide a solution to the problem of poverty is social marketing, which makes an attempt to help deprived people by using its devices for attracting popular support. This research is aimed at designing a model for social advertising for attracting popular help for solving the problem of poverty. Applying theme analysis, all of the verses of the holy Qur'an relating to keyword charity were reviewed in order to identify the publicizing framework of the holy Qur'an for attracting people to help the poor. In the second stage, the researchers used a hierarchical analysis method to measure and prioritize aspects. Finally, it was found out that paying attention to the components of knowledge and attitude, as well as addressing the intentions of behavior are two main content components for social advertising of charity.


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