تاثیر تبلیغات رسانه و دین‌داری اسلامی بر مشارکت در خیرات و وقف با در نظر گرفتن نقش میانجی نگرش خیران در میان خیران مدرسه‌ساز

با‌ توجه‌ به نوسانات اقتصادی و تاثیر امور خیریه و وقف بر ارتقای سطح اجتماعی و اقتصادی جوامع، این موضوع اهمیت زیادی پیدا کرده است. این پژوهش با هدف شناسایی و بررسی روابط بین این متغیرها در میان خیران مدرسه‌ساز استان مازندران انجام شده است. در این راستا ابتدا با مرور تحقیقات پیشین، گویه‌های: تبلیغات رسانه، دین‌داری اسلامی، مشارکت در خیرات و وقف، و نگرش خیران شناسایی و سپس روابط بین متغیرها مشخص شد. برای جمع‌آوری داده‌ها، از پرسش‌نامه‌ای شامل چهار سازه و 22 سوال استفاده شد. پس از حذف گویه‌های نامناسب، ضرایب مطلوب به‌دست آمد. جامعۀ آماری این تحقیق شامل خیران مدرسه‌ساز استان مازندران بود. پرسش‌نامه‌ها پس از اطمینان از روایی و پایایی، در نمونه‌ای از این جمعیت توزیع شد و در نهایت، 324 پرسش‌نامۀ  سالم جمع‌آوری شد. برای تجزیه و تحلیل داده‌ها و تعیین روابط بین متغیرها، از مدل معادلات ساختاری استفاده شده است. یافته‌ها نشان می‌دهد که نگرش خیران در رابطۀ بین تبلیغات رسانه، دین‌داری و مشارکت در امور خیریه و وقف نقش میانجی دارد. همچنین، تبلیغات رسانه و دین‌داری بر مشارکت در امور خیریه و وقف و نگرش خیران اثرگذار است.

the effect of media advertising and islamic religiosity on participation in charity and endowment considering the mediating role of benefactors’ attitude among benefactors of schools

introduction the endowment continues in all muslim countries, including iran, from the time of the holy prophet (pbuh) through islamic caliphates and dynasties until today (pasaribu & kemora, 2024: 163). while endowments usually involve tangible assets such as land, there are also forms of charity that help individuals. on the other hand, health care and education have received a lot of attention in traditional and government programs. there are many measures to promote good things in islam, such as zakat, charity, and endowment (huda et al., 2022: 296(.participating in charity is a voluntary act widely practiced in the early days of islam and was recommended by the holy prophet muhammad (pbuh( (musahidah & sobari, 2021: 67). although the endowment is not mentioned in the holy quran, it contributes significantly to the nation’s social affairs and economic development (hassama & ismail, 2023: 106). this voluntary action strengthens the spirit of brotherhood in muslim societies, helps spread the true spirituality of islam, and plays a vital role in facilitating education (afaneh, 2024: 970). throughout history, cash endowments have been necessary to implement many social welfare projects, such as building hospitals, and schools, and helping the underprivileged (hassan et al., 2021: 1256).endowment and charity cause motivation in the society and development of the nation’s welfare and help the development of the society. also, it is useful for empowering small businesses (hassan et al., 2021: 1254; aslam et al., 2024: 1502). even in recent years, with the spread of the covid-19 disease and its peak, as well as with the ban and restrictions on travel, the labor market was affected, many businesses were closed or stagnated, and faced with the uncertainties of the future (amin et al., 2022: 2). at this time, many philanthropists around the world, with a sense of high social responsibility and unique moral potential, stepped forward to deal with the victims of the crisis and to provide peace of mind to the less fortunate, providing funds in various ways (amin, 2022: 1020). however, despite the historical importance and potential of endowment and charity to promote constructive social change, there is still little knowledge about this topic in modern times. islamic countries mostly have poor people (aslam et al., 2024: 1501). therefore, the effectiveness of the cash endowment program can help reduce poverty (shabbir et al., 2020: 39164). in recent years, researchers, decision-makers, and practitioners have become more interested in investigating people’s attitudes regarding participation in charity projects (kasri & chaerunnisa, 2022: 1335). to fully use the potential of charity as a sustainable tool to solve urgent social and economic problems in muslim societies and beyond, it is necessary to understand the attitude of benefactors (jain et al., 2023: 773; aslam et al., 2024: 1500). in the meantime, the role of media advertising spreading religious information, and emphasizing the human aspect and altruism in doing good deeds is very important to influence the attitude of benefactors towards the participation of these people in charity affairs.