Corona Virus Prevention and the Role of Marketing Mix in it

Considering the widespread and irreversible effects that Corona has had on health, economy and society, it is the duty of marketers to prevent Coronavirus through effective marketing and promote preventive behaviors. The purpose of this study was to present a model of effective marketing mix on Coronavirus prevention.

The present study was a descriptive-survey and cross-sectional. The population of this study was social media users. The sample size was 177 people. The data collection tool was a questionnaire. In this study, content validity and construct validity were evaluated and the reliability of the questionnaire was obtained by calculating Cronbach's alpha coefficients and combined reliability. Structural equation modeling and SPSS16 and Smart Pls2.0 software were used to analyze the data.

The results showed that advertising (t=2.731 and path coefficient 0.236), product (t=4.458 and path coefficient 0.473) and distribution (t=3.050 and path coefficient 0.320) had a positive and significant effect on behavioral change; advertising had a positive and significant effect on Coronavirus awareness (t=6.658 and path coefficient 0.674); and finally Coronavirus awareness had a positive and significant effect on behavioral change (t=2.522 and path coefficient 0.215). Behavioral change also had a positive and significant effect on preventive behaviors (t=5.104 and path coefficient 0.716). However, the effect of price on behavioral change (t=1.664 and path coefficient -0.196) was not confirmed.

Social media and marketing mix is ​​an effective factor in changing preventive behaviors and behaviors in Corona that needs to be considered by health officials and officials to use preventive behaviors with appropriate use of social media and marketing mix.