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Impact of social marketing for changing behavior during the COVID–19 pandemic (სოციალური მარკეტინგის გავლენა ქცევის ცვლილებაზე COVID-19-ის პანდემიის პირობებში)

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dc.contributor.author Jashi (ჯაში), Charita (ჩარიტა)
dc.contributor.author Urotadze (უროტაძე), Ekaterine (ეკატერინე)
dc.date.accessioned 2022-04-28T12:01:54Z
dc.date.available 2022-04-28T12:01:54Z
dc.date.issued 2022
dc.identifier.citation International Scientific Conference Dedicated to the Establishment of the University and the 100th Anniversary of the Faculty of Economics and Business “Covid 19 Pandemic and Economics”, Tbilisi, 2022, pp. 469-476 en_US
dc.identifier.isbn 978-9941-491-70-2
dc.identifier.uri http://dspace.tsu.ge/xmlui/handle/123456789/1502
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dc.description.abstract An important aspect of the COVID 19 pandemic is the vaccination strategy (immunization), which is actively implemented in many countries around the world. The purpose of this article is to analyze the ongoing immunization process in different countries based on a review of the latest publications and searches. The paper focuses on three issues: changes for social behavior, social marketing tools to activate immunization, social networks - an arena for discourse of vaccine proponents and opponents. The paper discusses the so-called 5C model, which includes the following factors: trust, limitation, self-confidence, calculation and collective responsibility. This model emerges as driver and affects on individuals behavior, who are neutral or negative regarding immunization. There`s is urgent need to increase amount of vaccinated people , it is essential to promote varies forms of stimulation of different segments of population. Social networks are used intensively for effective and large-scale management of health and social campaigns. In addition, individuals who are skeptical about vaccination are involved in social networks and react in negative way to the information provided. Any information about the vaccine is perceived by them not as a standard product relevant to the scientific process, but as an individual irrational interpretation that hinders the immunization process. Social media is a powerful instrument and has a strong impact on an individuals behavior, systematic research is needed in this area ,so that everyone is aware of the benefits of COVID 19 vaccination en_US
dc.language.iso ge en_US
dc.publisher Ivane Javakhishvili Tbilisi State University Press en_US
dc.subject health policy, vaccination, behavior changing, social media en_US
dc.title Impact of social marketing for changing behavior during the COVID–19 pandemic (სოციალური მარკეტინგის გავლენა ქცევის ცვლილებაზე COVID-19-ის პანდემიის პირობებში) en_US
dc.type Article en_US

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