شناسایی و رتبه بندی کارکردهای بازاریابی رسانههای اجتماعی در نظام سلامت و بهداشت با استفاده از تحلیل تماتیک و تکنیک میرکا
الموضوعات : Health information management
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
الکلمات المفتاحية: بازاریابی رسانههای اجتماعی, کارکردها, سلامت و بهداشت, تحلیل تماتیک, تکنیک رتبهبندی میرکا.,
ملخص المقالة :
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.
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