Segmentation Using the Situational Theory of Publics: Breast Cancer Publics in Turkey
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 ReasonedActio...
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| Format: | Article |
| Language: | English |
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Marmara University
2021-06-01
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| Series: | Türkiye İletişim Araştırmaları Dergisi |
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| Online Access: | https://dergipark.org.tr/tr/download/article-file/1332225 |
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| author | Esra Bozkanat Ayla Okay |
| author_facet | Esra Bozkanat Ayla Okay |
| author_sort | Esra Bozkanat |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-a3a9a5b5f36f4a6182845f800c9bf47a |
| institution | Kabale University |
| issn | 2630-6220 |
| language | English |
| publishDate | 2021-06-01 |
| publisher | Marmara University |
| record_format | Article |
| series | Türkiye İletişim Araştırmaları Dergisi |
| spelling | doaj-art-a3a9a5b5f36f4a6182845f800c9bf47a2025-01-26T18:31:51ZengMarmara UniversityTürkiye İletişim Araştırmaları Dergisi2630-62202021-06-013723925310.17829/turcom.8067933Segmentation Using the Situational Theory of Publics: Breast Cancer Publics in TurkeyEsra Bozkanat0https://orcid.org/0000-0002-6050-2550Ayla Okay1https://orcid.org/0000-0002-6532-3324KIRKLARELI UNIVERSITYİSTANBUL ÜNİVERSİTESİ, İLETİŞİM FAKÜLTESİThis 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.https://dergipark.org.tr/tr/download/article-file/1332225nedene dayalı eylem teorisikamu segmentasyonumeme kanserikamuların durumsal kuramısağlık iletişimisituational theory of publicstheory of reasoned actionpublic segmentationbreast cancerhealth communication |
| spellingShingle | Esra Bozkanat Ayla Okay Segmentation Using the Situational Theory of Publics: Breast Cancer Publics in Turkey Türkiye İletişim Araştırmaları Dergisi nedene dayalı eylem teorisi kamu segmentasyonu meme kanseri kamuların durumsal kuramı sağlık iletişimi situational theory of publics theory of reasoned action public segmentation breast cancer health communication |
| title | Segmentation Using the Situational Theory of Publics: Breast Cancer Publics in Turkey |
| title_full | Segmentation Using the Situational Theory of Publics: Breast Cancer Publics in Turkey |
| title_fullStr | Segmentation Using the Situational Theory of Publics: Breast Cancer Publics in Turkey |
| title_full_unstemmed | Segmentation Using the Situational Theory of Publics: Breast Cancer Publics in Turkey |
| title_short | Segmentation Using the Situational Theory of Publics: Breast Cancer Publics in Turkey |
| title_sort | segmentation using the situational theory of publics breast cancer publics in turkey |
| topic | nedene dayalı eylem teorisi kamu segmentasyonu meme kanseri kamuların durumsal kuramı sağlık iletişimi situational theory of publics theory of reasoned action public segmentation breast cancer health communication |
| url | https://dergipark.org.tr/tr/download/article-file/1332225 |
| work_keys_str_mv | AT esrabozkanat segmentationusingthesituationaltheoryofpublicsbreastcancerpublicsinturkey AT aylaokay segmentationusingthesituationaltheoryofpublicsbreastcancerpublicsinturkey |