Investigating the function of environmental advertising in urban spaces and its effect on promoting social resilience in Tehran city

Social resilience plays an important role in urban development and management today. This type of resilience is influenced by various conditions and indicators, of which advertising in the urban environment can be considered one of the most important; Because advertisements visually and mentally create different conditions for citizens. In this research, the aim is to investigate the effects and function of urban environmental advertising on the promotion of social resilience in Tehran city. The research method is descriptive-analytical and based on field data. The data collection tool was a questionnaire that was collected at the level of the statistical population (8,694,000 people) in different regions. Based on Cochran's formula, the sample size was determined to be 384 people. The structural and content validity of the verification tool as well as the reliability were confirmed with Cronbach's alpha above 0.70. The result showed that the function of urban environment advertising is positive on social resilience. Such that the advertising of the urban environment has the greatest impact on social resilience through the improvement of information to citizens with an amount equal to 0.601; They show the improvement of citizens' brand awareness with 0.580 and the reduction of citizens' expenses with 0.541. The result also showed that due to the poor state of social resilience in Tehran, awareness of urban people with education; healthy environment advertising; improving the power of organizing advertising; Empowerment to deal with risk and vulnerability and good governance with favorable policies are 5 effective indicators in promoting a resilient society according to urban environment advertising.