Investigating the role of social media marketing on value creation and its effect on customer behavior in public health centers in Tehran

Subject Areas : business management

Anahita Rahmati ¹ , AREZOO Ahmadi Danyali ²

1 - Department of Business Management , Quds City Branch, Islamic Azad University, Tehran, Iran
2 - Department of Business Management , Quds City Branch, Islamic Azad University, Tehran, IranEmail: [e-mail]

Received: 2021-12-17 Accepted : 2022-01-23 Published : 2022-09-23

Keywords: customer behavior, Value Creation, Social media marketing, medical centers,

Abstract :

AbstractOne of the ways to reduce inappropriate behaviors in medical centers is to create a platform for the occurrence of extra-role customer behaviors and motivate the client to perform citizenship and participatory behaviors that can reduce the incidence of violence in medical centers . Five medical centers were selected by cluster sampling method and the sample were selected from among the patients referred to these centers. To collect the data, a standard questionnaire was extracted from the base articles and compiled in accordance with the statistical population. The validity of the questionnaire was assessed and confirmed by two methods of face and content validity. The reliability of the questionnaire was also measured with Cronbach's alpha and confirmed. Questionnaires were distributed among the sample and 384 healthy questionnaires were collected. The collected data were analyzed using structural equation modeling and Amos software. Findings of the study indicate that all the features of social media, including entertainment, customization, interaction, word-of-mouth electronic advertising and up-to-dateness, had a significant effect on the dimensions of value creation. These dimensions also have a significant and positive effect on the two dimensions of citizenship behavior and participatory behavior.