پديد آورندگان :
فلاح، محمدحسن دانشگاه آزاد اسلامي واحد يزد، يزد، ايران - گروه مديريت بازرگاني , نايب زاده، شهناز دانشگاه آزاد اسلامي واحد يزد، يزد، ايران - گروه مديريت بازرگاني , حاتمي نسب، حسن دانشگاه آزاد اسلامي واحد يزد، يزد، ايران - گروه مديريت بازرگاني
چكيده لاتين :
Background & Objectives: Midlife crisis occurs in mild or severe forms and affects individuals’ health, wellbeing, and economic status.
Therefore, it is necessary to consider approaches to reduce its effects on the mental health of middle–aged individuals. One of these solutions is to promote Spiritual Intelligence (SI) in this group through various strategies. Cause–Related Marketing (CRM) is a novel marketing strategy,
i.e., not limited to the conventional methods of gaining competitive advantage and profitability. CRM also considers other factors, such as altruism and benevolence. Thus, the present study aimed to investigate the effects of CRM on SI in individuals encountering a midlife crisis.
Methods: This mixed (based on an interpretive paradigm) and applied research were conducted in 2020. Additionally, we adopted survey–based
and descriptive–correlational methods. Data collection tools were interviews and questionnaires. Initially, the dimensions and components of
CRM were identified by reviewing domestic and international literature. The method used in this step was content analysis. Besides, MAXQDA
software was applied to analyze the collected data. Investigating previous data, including 70 articles in reliable Persian and English scientific
databases, the variables and indicators of CRM were identified. Then, the Fuzzy Delphi Method (FDM) was used to check the content validity
of the data. Participants in the FD stage were 13 academic and executive experts. After forming the expert panel, the questionnaires were provided
to them to determine the relevance of the identified indicators to the main subject of the research and screening. Next, the indicators were
screened by comparing the value of the acquired score of each index with the threshold value. In the second phase of FDM, the difference of
opinion of each expert was calculated with the average opinions of the expert panel members. Accordingly, another questionnaire was provided
along with the previous opinion of each expert and the extent of his disagreement with the average opinions of the panel members. In the
quantitative stage, two questionnaires of CRM and SI were used. The benevolent marketing questionnaire was prepared according to the finalized
dimensions and components of the FDM stage; it included 32 questions, 6 main dimensions, and 16 components. The content validity of this
questionnaire was confirmed by surveying 13 participants in the FDM. Cronbach's alpha coefficient of the questionnaire equaled 0.88.
Furthermore, for SI, the standard questionnaire of Ebrahimi et al. was used, i.e., designed based on the model of Zohar and Marshall (2004). In
the quantitative step, the statistical population consisted of middle–aged individuals in Yazd City, Iran, who met the following inclusion criteria:
presenting the signs and symptoms of midlife crisis and willingness to participate in the research. Based on Krejcie and Morgan's table (1970),
a sample of 384 subjects was randomly selected. In the quantitative part, to analyze the data obtained from the questionnaire, Pearson/Spearman
correlation methods, simple and multiple linear regression were used in SPSS at a significance level of 5%.
Results: After performing the content analysis, 60 factors influencing CRM mentioned in the literature were identified and categorized into 6
main groups, as follows: characteristics related to consumers, brand, company, charity, product/service, and cause. According to the calculated
Pearson correlation coefficient (r=0.51, p<0.001), there was a direct and significant relationship between CRM and SI with the explored subjects
experiencing a midlife crisis. Given the values of the coefficient of determination and the adjusted coefficient of determination, the regression
model seemed appropriate. The coefficient of determination calculated with the value of 0.261 indicated that the dimensions of CRM predicted
26.1% of the variance of SI in the studied participants. Moreover, examining the relationship between SI and CRM dimensions reflected that the
higher correlation coefficient was related to the cause and brand dimensions (r=0.411, p<0.001). Additionally, all calculated correlation values
were positive and significant.
Conclusion: The present study results suggested that CRM affects SI in individuals encountering a midlife crisis. Given that in our country, a
large part of the population is middle–aged, relevant research results can present a wide range of applications and inclusions. Based on the obtained data, CRM can be among the manifestations of promoting spirituality and mental health in community members.
