Presentation of effects on model of mixed social marketing model about preventing drug abuse: Case study (male secondary school students of Isfahan Province)

Abstract

Introduction: Social capital is faced with some challenges including addiction which has a fundamental effect on the strength and mechanism of social capital. A proper understanding of the harms, analysis of their process and provision of the necessary practical prescription and their operationalization are essential and efficient ways to control and curb the harms to society. This research has examined the mixed social marketing effect on the youths' intention to avoid drug consumption. Taking the related literature and background of the research into consideration, twelve hypotheses have been put forward and tested. Method: The under study population were comprised of male secondary school students of Isfahan province who were 68,035 students on the whole. A random selection process had been applied to choose the participants. As different districts of Isfahan province had been chosen to gather data, two schools were chosen randomly in each district (distinct in cultural and social position), a questionnaire was given to their counselors, and some of the students who were volunteer to take part in the study were selected. Morgan sampling table was used to determine the sample size, which determined 381 people as the appropriate sample size. In order to gather data, the questionnaire designed by the researcher was used whose validity and reliability were approved by the professors of the field and Cronbach's Coefficient Alpha which was more than 0.75 respectively. Amos 20 and SPSS 18 software were used to analyze the data. Finding: The results indicated that social marketing mix has a positive and meaningful effect on the youths' intention to avoid drug use with a regression coefficient of 0.81.