تاثیر بازاریابی اجتماعی بر مشارکت مردمی در وقف های نوین: نقش میانجی حس تعلق اجتماعی و هویت اجتماعی ادراک شده (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
با گسترش فناوری های دیجیتال و شبکه های اجتماعی، بازاریابی اجتماعی به عنوان ابزاری راهبردی برای تقویت مشارکت مردمی در حوزه های عمومی و خیریه مطرح شده است. این پژوهش تأثیر بازاریابی اجتماعی بر مشارکت مردمی در وقف های نوین را بررسی می کند و نقش میانجی حس تعلق اجتماعی و هویت اجتماعی ادراک شده را در این رابطه آزمون می کند. این پژوهش از نظر هدف، کاربردی و از نظر روش، توصیفی-همبستگی و با رویکرد کمّی انجام شده است. داده ها از طریق پرسشنامه توسط ۳۲۰ شرکت کننده که در وقف های نوین فعالیت داشتند، جمع آوری شد. برای تحلیل داده ها از روش مدل یابی معادلات ساختاری بر پایه حداقل مربعات جزئی در نرم افزار Visual PLSاستفاده شد. نتایج نشان داد بازاریابی اجتماعی تأثیری مثبت و معنادار بر مشارکت مردمی، حس تعلق اجتماعی و هویت اجتماعی ادراک شده دارد. همچنین، حس تعلق اجتماعی و هویت اجتماعی ادراک شده به طرزی معنادار بر مشارکت مردمی تأثیرگذار بودند. آزمون نقش میانجی نشان داد حس تعلق اجتماعی و هویت اجتماعی ادراک شده به طرزی معنادار رابطه بین بازاریابی اجتماعی و مشارکت مردمی را میانجی گری می کنند. یافته های پژوهش تأکید می کنند بازاریابی اجتماعی نه فقط از طریق انتقال پیام، بلکه از طریق تقویت حس تعلق و هویت اجتماعی، مشارکت مردمی در وقف نوین را افزایش می دهد. این نتایج پیامدهایی مهم برای مدیران وقفی در طراحی راهبردهای مشارکت محور و هویت ساز دارد و ضرورت تمرکز بر ابعاد روان شناختی-اجتماعی مشارکت را برجسته می کند.The Effect of Social Marketing on Public Participation in Contemporary Waqf: The Mediating Role of Sense of Community and Perceived Social Identity
Introduction In recent years, challenges such as declining public participation, weak resource management, and the underutilization of modern communication methods have constrained the productivity and impact of waqf (Islamic endowment). In this context, the emergence of "Contemporary Waqf", characterized by innovative, structured, and technology-driven approaches, has created opportunities for broader public engagement. The Contemporary Waqf process extends beyond the traditional donation of physical property or assets. One key instrument for attracting and sustaining public participation in waqf initiatives is social marketing. Through fostering emotional connections, conveying value-based messages, and enhancing two-way interaction with audiences, social marketing has a direct influence on psychological and social variables. It not only stimulates participatory behavior but also cultivates and reinforces a perceived social identity, thereby strengthening individuals’ intrinsic motivation to continue their involvement. A systematic review of the existing literature reveals that prior studies on Contemporary Waqf have generally followed two main trajectories. The first stream focuses on the legal, Sharia-compliant, and managerial aspects of waqf, while the second examines the role of social marketing and digital communication in driving public participation. Although these studies have made significant strides in understanding the behavioral dimensions of Contemporary Waqf, they have predominantly employed linear and direct models, treating social marketing as a straightforward predictor of public participation. In contrast, psychological and sociological research on nonprofit institutions demonstrates that such relationships are often indirect and mediated by variables such as perceived social identity and sense of community belonging. Accordingly, the central research question of this study is: How does social marketing influence public participation in Contemporary Waqf, considering the mediating roles of perceived social identity and sense of community belonging? Methodology This study aims to examine the impact of social marketing on public participation in New Waqf, with a specific focus on the mediating roles of sense of community belonging and perceived social identity. In terms of nature, the research is quantitative, and in terms of purpose, it is applied. Regarding the data collection approach, the present study adopts a descriptive-correlational design and employs structural equation modeling (SEM) to analyze the relationships among the constructs. The research is cross-sectional, with data collected during a specific time period. The study was designed to identify the relationships among the latent constructs in the theoretical model—namely, social marketing, sense of community belonging, perceived social identity, and public participation. Grounded in theories from social psychology and social marketing, the research utilizes quantitative and statistical methods to test its hypotheses. The geographical scope of this study is limited to Tehran. The target population includes adults employed in waqf-related sectors, individuals actively participating in New Waqf initiatives, and those who have demonstrated engagement with waqf-related activities in public or digital spaces. According to reports from the Tehran Endowments Administration, the estimated number of active participants in New Waqf initiatives in Tehran ranges between 15,000 and 20,000 individuals. This estimate is based on registrations in digital platforms and annual reports from waqf institutions. Given the researcher’s access to these groups, a combination of convenience and purposive sampling was employed. The final sample consisted of 320 respondents, recruited through social media networks, dedicated waqf platforms, and national endowment management centers. Data were collected using a standardized questionnaire developed based on the existing literature and the study’s theoretical constructs. The electronic questionnaire was distributed primarily through social media channels and active Iranian digital waqf platforms (such as Waqf 24, Waqf Kon, and other affiliated endowment networks), specifically targeting individuals involved in New Waqf projects. Additionally, the survey link was voluntarily and openly shared in Telegram groups, charity- and waqf-related channels, and among participants of both online and in-person waqf events. Findings The results indicated that social marketing has a positive and significant impact on civic participation, sense of social belonging, and perceived social identity. Furthermore, both senses of social belonging and perceived social identity significantly influenced civic participation. Mediation analysis revealed that a sense of social belonging and perceived social identity significantly mediate the relationship between social marketing and civic involvement. The findings emphasize that social marketing enhances civic participation in modern endowments (waqf) not only through message dissemination but also by strengthening individuals' sense of belonging and social identity. These results carry important implications for waqf managers in designing engagement-oriented and identity-building strategies, highlighting the necessity of focusing on the psychosocial dimensions of participation. Discussion and Conclusion Overall, this study provides strong empirical evidence that social marketing can serve as a strategic tool to enhance public engagement in contemporary waqf (Islamic endowment). However, this effect is mediated through psychosocial mechanisms, particularly perceived social belonging and social identity. These findings carry significant implications for waqf managers and policymakers: merely disseminating information is insufficient to boost participation. Instead, digital environments must be cultivated where individuals can develop a sense of belonging and reinforce their social identity through waqf. Achieving this requires the design of participatory, interactive, and identity-building strategies in digital spaces. Ultimately, by extending Social Identity Theory and Social Belonging Theory into the domain of contemporary waqf, this research broadens the theoretical boundaries of social marketing and charitable management, laying a foundation for future studies on digital waqf, religio-social identity, and value-based engagement.
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