شناسایی و رتبه بندی کارکردهای بازاریابی رسانههای اجتماعی در نظام سلامت و بهداشت با استفاده از تحلیل تماتیک و تکنیک میرکا
محورهای موضوعی : -مدیریت اطلاعات بهداشتی و درمانی
مهری مهدیخانی
1
,
سید حسن حاتمی نسب
2
*
,
محمدرضا دهقانی اشکذری
3
,
شهناز نایب زاده
4
,
سید مجید میرحسینی
5
1 - دانشجوی دکتری تخصصی بازاریابی، گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران
2 - دانشیار، گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران،
3 - استادیار، گروه مدیریت کارآفرینی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران
4 - استاد، گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران
5 - استادیار، گروه مدیریت دولتی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران
کلید واژه: بازاریابی رسانههای اجتماعی, کارکردها, سلامت و بهداشت, تحلیل تماتیک, تکنیک رتبهبندی میرکا.,
چکیده مقاله :
مقدمه: گسترش رسانهها، جهانیشدن بازارها و ظهور نسل جدیدی از فناوریهای اطلاعات و ارتباطات، قوانین بازاریابی و پویایی بازار را دگرگون ساخته است. با توجه به رونق و توسعه رسانههای اجتماعی و فنون بازاریابی، هدف پژوهش حاضر شناسایی و رتبهبندی کارکردهای بازاریابی رسانههای اجتماعی در حوزه سلامت و بهداشت است.
روش پژوهش: پژوهش با رویکردی آمیخته و در دو گام انجام شده است. در بخش کیفی از مطالعات کتابخانهای و تحلیل تماتیک مقالات چاپشده در بازه زمانی 2000 تا 2023 و غربالگری مقالات جهت بررسی از طریق معیار PRISMA و نرمافزار مکسکیودا و در بخش کمی از تکنیک میرکا بهصورت میدانی و ابزار پرسشنامه تجزیهوتحلیل صورت گرفته است.
یافتهها: در تحلیل تماتیک نتایج نشان داد از 194 تم پایهای 32 کد فرعی و 8 تم فراگیر اصلی بهعنوان کارکردهای بازاریابی رسانههای اجتماعی در سلامت و بهداشت به دست آمد. پس از تأیید شاخصها و محاسبه وزن و رتبهبندی آنها، بهبود روند حمایت از بیماران در رتبه اول و پراهمیتترین کارکرد و آخرین رتبه برای تسهیل سازی بازاریابی خدمات درمانی با کمترین اهمیت در میان 8 تم اصلی بوده است.
نتیجهگیری: شناسایی کارکردهای رسانههای اجتماعی در بازاریابی میتواند برنامهریزیها و تصمیمگیریهای سودمندتری برای کسبوکارها و مشاغل مختلف به ارمغان آورد. در بازاریابی در حال تغییر، بقا در عصر مشتری توانمند مستلزم وابستگی کمتر به تاکتیکهای سنتی در بازاریابی انبوه است. درک نقش فناوری در شکل دادن به بازار و درگیری رسانههای اجتماعی بهعنوان بخشی از جعبهابزار بازاریابی بهویژه در نظام سلامت و بهداشت یک ضرورت استراتژیک غیرقابلانکار است.
Introduction: The spread of media, the globalization of markets, and the advent of a new generation of information and communication technologies have reshaped marketing laws and market dynamics. Given the burgeoning influence of social media and marketing methodologies, this research aims to identify and prioritize social media marketing functions within the health and hygiene fields. Methods: This research employed a mixed-methods approach conducted in two phases. The qualitative part involved library studies and thematic analysis of articles published from 2000 to 2023, employing PRISMA criteria and MAXQDA software for article screening. The quantitative part utilized the Mairca technique with a questionnaire tool for analysis. Findings: The results showed that out of 194 basic themes, 32 sub-codes and 8 main overarching themes were obtained as social media marketing functions. After confirming the indicators and calculating their weight and rating, the most significant function was determined to be "improving patient support" while "facilitating the marketing of medical services" ranked lowest among the 8 main themes. Conclusion: Identifying social media marketing functions can bring more useful plans and decisions for different businesses. In marketing, survival in the era of the empowered customer requires less reliance on traditional mass marketing tactics. Understanding the role of technology in shaping the market and engaging social media as part of the marketing toolbox, especially in the health and hygiene system, is an undeniable strategic imperative.
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