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Journals / Türkiye İletişim Araştırmaları Dergisi / 2021 / Sayı: 37

Segmentation Using the Situational Theory of Publics: Breast Cancer Publics in Turkey

Kamuların Durumsal Kuramı ile Segmentasyon: Türkiye Meme Kanseri Kamuları Örneği

Esra BOZKANAT
Ayla OKAY
Pages
239–253
Publication Date
2021-06-30
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

This article further analyzed that subjective norms are thestrongest predictor of health behavior.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study aims to segment the breast cancer publics in Turkey based on their communicationbehavior.
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Key Findings & Data:In terms ofmethodology, a questionnaire was carried out to measure breast cancer publics’ communicative behaviorin Turkey by eventually obtaining data for 500 valid and complete questionnaires.
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Conclusion & Impact:This article further analyzed that subjective norms are thestrongest predictor of health behavior.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:nedene dayalı eylem teorisi · kamu segmentasyonu · meme kanseri

Abstract

This study aims to segment the breast cancer publics in Turkey based on their communicationbehavior. In addition to this purpose, the study seeks to identify reason-based behaviors that may affectcommunication behavior. Based on the Situational Theory of Publics (STP) and the Theory of ReasonedAction (TRA) as research models, this study analyses how the attitudes, intentions, and subjective normsof female participants towards breast cancer affect their active communication behavior. In terms ofmethodology, a questionnaire was carried out to measure breast cancer publics’ communicative behaviorin Turkey by eventually obtaining data for 500 valid and complete questionnaires. A cluster analysisidentified three breast cancer public types to exist in Turkey: Indifferent (n = 191), Conscientious (n =144), and Moderate (n = 159). As a result, combining STP with TRA was found to be a valid model insegmenting breast cancer publics in Turkey. This article further analyzed that subjective norms are thestrongest predictor of health behavior.

Özet

Bu çalışma, Türkiye’deki meme kanseri kamularını, iletişim davranışlarına göre segmente etmeyiamaçlamaktadır. Bu amaca ek olarak çalışma, iletişim davranışını etkileme olasılığı olan, nedene dayalıdavranışları da tespit etmeyi hedeflemektedir. Araştırma modeli olarak Kamuların Durumsal Kuramı(KDK) ve Neden Dayalı Eylem Teorisi’ne (NDET) dayanan bu çalışma, kadın katılımcıların memekanserine yönelik tutumlarının, niyetlerinin ve öznel normlarının onların aktif iletişim davranışlarınınasıl etkilediğini analiz etmektedir. Metodolojik olarak, Türkiye’deki meme kanseri kamularınıniletişimsel davranışını ölçmek için bir anket uygulaması gerçekleştirilmiş, gerçekleştirilen uygulamasonucunda 500 geçerli ve eksiksiz anket verisi elde edilmiştir. Gerçekleştirilen kümeleme analizisonuçlarına göre, Türkiye’de var olan üç meme kanseri türü tespit edilmiştir: Kayıtsız kamular (n =191), Bilinçli kamular (n = 144) ve Dengeli kamular (n = 159). Sonuç olarak, Kamuların durumsalkuramı ile Nedene dayalı eylem teorisinin bir araya getirilmesiyle elde edilen modelin Türkiye’dekimeme kanseri toplumlarını segmentlere ayırmada geçerli bir model olduğu görülmüştür. Bu araştırmaayrıca, öznel normların sağlık davranışının en güçlü tahminleyicisi olduğunu da göstermektedir.

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Cite This Article

BOZKANAT, E., OKAY, A. (2021). Segmentation Using the Situational Theory of Publics: Breast Cancer Publics in Turkey. Türkiye İletişim Araştırmaları Dergisi, Sayı: 37, 239–253. https://ajindex.com/articles/217853

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