为了促进枪支安全而进行量身定制和有针对性的沟通:与枪支零售商进行的定性研究
Mike Henson-Garcia1,2, Lauren Q Malthaner3, Katelyn K Jetelina3
1Department of Health Promotion and Behavioral Sciences, University of Texas Health Science Center at Houston (UTHealth Houston), School of Public Health, Dallas Regional Campus, Dallas, TX, USA.
枪支零售商为有效的枪支安全沟通提供了洞察力. 了解受众细分,语言和可信的信使可以减少枪支伤害.
科学领域:
- 公共卫生 公共卫生
- 社交营销是社会营销.
- 枪支伤害预防 预防枪支伤害
背景情况:
- 在美国,枪支伤害是严重的公共卫生问题.
- 对枪支安全有效沟通策略的研究是有限的.
- 了解关键利益相关者的观点,比如枪支零售商,至关重要.
研究的目的:
- 探索枪支零售商关于沟通枪支安全的观点.
- 为枪支所有者提供有针对性的公共卫生信息的开发提供信息.
- 通过改善沟通,确定有效的策略来减少枪支伤害.
主要方法:
- 使用半结构面试进行的定性研究.
- 对德克萨斯州17家枪支零售商进行了采访.
- 采用专题分析来确定关键的沟通主题.
主要成果:
- 识别了针对定制消息的受众细分中的主题.
- 确定有效沟通的适当语言和术语.
- 突出了可信的信使和沟通方式,以接触枪支所有者.
结论:
- 零售商的洞察力为关于枪支安全的公共卫生信息提供了实际指导.
- 使用这些发现,可以优化基于证据的社交营销努力.
- 有效的沟通策略可以有助于减少不同枪支拥有者的枪支伤害.
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