Investigating the effect of nurses’ supportive and educative careon the quality of life in breast cancer patients referred for radiotherapy in Seyedoshohada hospitals in Isfahan in 1392

Background and aims: breast cancer is the most common cancer among women in Iran and many countries; but in recent years, survival rate was longer in patients and yet there is a greater emphasis on their quality of life. Therefore, this study was aimed to evaluate the effect of nurses’ supportive and educative care on the quality of life in breast cancer patients. Methods: This is a quasi-experimental, pre- and post- study. 45 patients with breast cancer referred to radiotherapy clinic of Seyedoshohada hospital were studied in 2013. The instruments used in this study were demographic and quality of life questionnaires from Backman institute completed before and after the training and support for patients. Questionnaires were completed and finally the obtained data were analyzed using SPSS software and statistical tests. Results: Based on the results obtained on the overall quality of life, it was observed that the average score for the quality of life in the sample was 51.73±13.91 before the intervention and 60.46±13.80 after the intervention (P<0.001). Also, the average scores in all four domains of quality of life after the intervention has increased, but the difference was significant only in two dimensions, physical and mental health (P<0.001). Conclusion: The results confirm the positive effect of nurses’ supportive and educative programs on the promotion of quality of life in patients with breast cancer. Therefore, planning and implementation of such programs on a broader basis and based on the educational and supportive patients' needs is recommended

What We Do Know and Don’t Know about Marketing Communications on Mature Consumers

Given the increased significance and rapid growth of an ageing population, this review paper (1) defines the mature consumer segment chronologically to resolve definitional inconsistencies found in prior marketing communications literature, (2) identifies the current state of the marketing communications field in terms of mature consumer research, and (3) highlights future research directions on mature consumers for marketing communications academics and practitioners. A synthesis of existing marketing communication research on mature consumers (those aged 50+), published in top-tier journals since 1972, is provided. 106 papers were identified in 21 marketing journals. Three existing research themes were identified: market segmentation of mature consumers [we ground this theme in three interrelated facets: chronological age, health (physical and neurological) and self-perception of age (also referred to as cognitive age)]; attitudes and behaviours of mature consumers; and marketing to mature consumers. We also propose several future research themes: further definition of mature consumers and widening the scope of examination; segmenting mature consumers to account for heterogeneity; information processing of mature consumers cannot use a one-size-fits-all approach; the influence of marketing mix elements on mature consumers; and alternative methodologies to better understand mature consumers. Recognising the heterogeneity within the chronologically-based mature consumer segment, we propose an extended mature consumer definition which includes biological, psychological and social dimensions, as well as life events and life circumstances, rather than biological age alone. In practical terms, understanding information processing of mature consumers cannot use a one-size-fits-all approach and marketing mix elements may affect behaviour differently within this segment. This will require alternative methodologies to understand these processes fully. This synthesis of mature consumers research within the marketing communications field provides key research questions for future research to better understand this market segment and its implications for marketing communications, theory development and practice

Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality

© 2017 Elsevier Ltd. A model of brand value co-creation by integrating its the antecedents of interactivity, social support, and relationship quality is proposed. Empirical data was collected from the brand pages of a social networking website in China. Structural equation modeling was adopted to analyze the data. The results demonstrate that interactivity, specifically, consumer-consumer interaction and consumer-seller interaction, positively affects social support, which in turn enhances consumers' intention to co-create brand value. The research contributes to the extant literature by providing an underlying understanding of how customers engage in brand value co-creation activities within social commerce context