مفهوم‌سازی سلامت اجتماعی از طریق تبلیغات ویروسی
محورهای موضوعی : -مدارک پزشکی
شیما شاه حسینی بیده
1
(دانشجوی دکتری تخصصی، گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران)
سیدحسن حاتمی نسب
2
(استادیار، گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران)
شهناز نایب زاده
3
(استاد، گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران)
محمدرضا دهقانی اشکذری
4
(استادیار، گروه مدیریت کارآفرینی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران)
سیدمجید میرحسینی
5
(استادیار، گروه مدیریت دولتی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران)
کلید واژه: سلامت اجتماعی, تبلیغات ویروسی, مرور سیستماتیک, غربالگری فازی, تحلیل محتوا,
چکیده مقاله :
مقدمه: تبلیغات ویروسی به عنوان یک استراتژی کارآمد در ارتقا سطح سلامت اجتماعی جامعه نقش به سزایی را ایفا می‌کنند. هدف پژوهش حاضر تحلیل محتوای کیفی مقالات حوزه تبلیغات ویروسی و شناسایی و اولویت‌بندی شاخص‌ها در حوزه سلامت اجتماعی است. روش پژوهش: در این مطالعه با مروری سیستماتیک و با توجه به دستورالعمل PRISMA به بررسی مقالات چاپ شده در حوزه بازاریابی ویروسی طی فاصله زمانی 2001 تا 2022 میلادی در پایگاه Wos پرداخته و داده‌ها با استفاده از تحلیل محتوای کیفی هدایت گردید. سپس با استفاده از غربالگری فازی شاخص‌های موثر شناسایی و با بکارگیری روش فازی اولویت‌بندی شدند. یافته‌ها: با تحلیل محتوا کیفی مقالات منتخب، 26 شاخص استخراج و با استفاده از روش غربالگری فازی 17 شاخص به عنوان شاخص‌های موثر شناسایی و با روش فازی اولویت‌بندی شدند. نتیجه‌گیری: حوزه سلامت اجتماعی به شکل مداوم در جستجوی راه‌هایی برای هماهنگ نمودن خود با فناوری‌های جدید است. بنابراین استفاده اصولی و صحیح از تبلیغات ویروسی می‌تواند به عنوان چشم اندازی جدید در حوزه سلامت اجتماعی در نظر گرفته شود. نتایج پژوهش نشان داد از بین 17 شاخص تایید شده، اطلاع‌رسانی، خلاقیت، قابل اعتماد بودن منبع، نوآوری در پیام و دسترس‌پذیری به ترتیب بیشتری ظرفیت و شاخص‌های تخصصی بودن پیام، خیال پردازی، محرک اجتماعی، تعاملی بودن و نیت درک شده منبع کمترین ظرفیت را می‌توانند در ارتقا و رشد چشم‌گیر سلامت اجتماعی داشته باشند.
Introduction: Advertisements play an important role as an efficient strategy in improving the level of social health of the society. The aim of the current research is to qualitatively analyze articles in the field of viral advertising and to identify and determine the ranking of indicators in the field of social health. Methods: In this study, with a systematic review and according to the PRISMA guidelines, the articles published in the field of viral marketing during the period from 2001 to 2022 were investigated in the Wos database, and the data were guided by using qualitative content analysis. Then, using fuzzy screening, the effective indicators were identified and prioritized using the fuzzy method. Results: By analyzing the qualitative content of the selected articles, 26 indicators were extracted and using the fuzzy screening method, 17 indicators were identified as effective indicators and prioritized by the fuzzy method. Conclusion: The social health field is constantly looking for ways to adapt to new technologies. Therefore, the principled and correct use of viral advertisements can be considered as a new perspective in the field of social health. The results of the research showed that among the 17 confirmed indicators, information, creativity, source reliability, innovation in the message, and accessibility are more in order than capacity and indicators of message specialization, fantasy, social stimulus, interactivity, and perceived intention. The source of the least capacity can have significant improvement and growth of social health.
1- MacCartney G, Popham F, McMaster R, Cumbers A. Definition health and health inequalities. Public Health, 2019; 172(1): 22-30.
2- Samie M, Rafie H, Amini M, Akbariyan M. Iran's social health: from the consensus-based definition to the evidence-based index. Iranian J.Social Problems, 2011; 1(2):32-51. [In Persia]
3- Norouzzadeh A, Alimohammadzadeh KH. Relationship between Social Skills and Social health; the Aadjusting Role of Social Support for Employee’s and Nurses of Guilan Health Network. Health Information Management, 2021; 12(2): 31-43. [In Persia]
4- Sturge J, Klaassens M, Lager D, Weitkamp G, Vegter D, Meijering L. Using the concept of activity space to understand the social health of older adults living with memory problems and dementia at home. Social Science & Medicine, 2021; 288(2):113-208.
5- Cho S.M, Park G, Song M. The evolution of social health research topics: A data-driven analysis, 2020; 265(2): 1-10.
6- Ip P, Lam T.H, Chan SS-C, Ho FK-W, Lo LA, et al. Use of Internet Viral Marketing to Promote Smoke-Free Lifestyles among Chinese Adolescents. PLoS ONE, 2014; 9(6): 99082.
7- Reichestein T, Brusch I. The decision‐making process in viral marketing-A review and suggestions for further research. Psychology & Marketing, 2019; 36(1):1062–1081.
8- Fathi L. The Effect of Informing Through Social Networks on Compliance with Recommendations for the Prevention of Covid-19 through Public Awareness and Behavior Change. Health Information Management, 2022; 13(2): 59-70. [In Persia]
9- Mou Y, Shen F. (Potential) patients like me: testing the effects of user-generated health content on social media. Chinese Journal of Communication, 2018; 11(2): 186-201.
10- Porter L, Golan G.J. From Subservient Chickens to Brawny Men: A Comparison of Viral Advertising to Television Advertising. Interactive Advertising, 2006; 6(2): 26-33.
11- Peak H, Kim S, Hova Th, Huh J. Reduced harm or another gateway to smoking? Source, message and information characteristics of E-cigarette videos on YouTube. Health Communication: International Perspectives, 2013; 19(5): 545-560.
12- Putri N.K, Ernawaty E. Viral marketing content for Universal Health Coverage campaign in Indonesia. Universal Health Coverage Campaign, 2019; 14(1):21-36.
13- Sabaghinejad Z, Baji F, Vejdani M. Online Health Information Seeking Behavior among Pregnant Women Referred to Alzahra Hospital, Ahvaz City, Iran. Health Information Management, 2021, 18(1): 33-8. [In Persia]
14- Zahmatkesh Saredorahi M, Mohammadpour Shirazi F, Ardian A, Siadatan M, Amir Oveisi. Factors Affecting Viral Marketing in Health Tourism Development. Journal of Healthcare Management, 2020; 11(2):45-55. [In Persia]
15- Magenzi R, Grasberg D, Novikov I, Ziv A, Shani M, Freedman L. Characteristics of patients seeking health information online via social health networks versus general internet sites: a comparative study. Information Health Soc Care, 2015; 40(2): 125-138.
16- Tseng C.H, Huang T.L. Internet advertising video facilitating health communication narrative and emotional perspectives. Internet Research, 2016; 26(1): 236- 264.
17- ParchamiPour F, Nourmohammadi H, Asadi S. Thematic Convergence of Iran's Scientific Productions in the Field of Health. Health Information Management, 2019; 16(2): 95-101. [In Persia]
18- Enjezab B, Nayebzadeh Sh, Hataminasab H. Opportunities and Challenges for Health Organizations in Using Social Networks: A Systematic Review. Health Information Management, 2019; 15(6): 300-7. [In Persia]
19- Sharma RR, Kaur B. E-mail viral marketing: modeling the determinants of creation of “viral infection”. Management Decision, 2020; 58(1): 112-128.
20- Araujo T. The impact of sharing brand messages: How message, sender and receiver characteristics influence brand attitudes and information diffusion on Social Networking Sites. Communications, 2019; 44(2): 162-184.
22- Alalwan AA. Investigating the impact of social media advertising features on customer purchase intention. . International Journal of Information Management, 2018; 42(4): 65–77.
23- Cho S, Huh J, Faber RJ. The Influence of Sender Trust and Advertiser Trust on Multistage Effects of Viral Advertising. Journal of Advertising, 2014; 43(1): 100-114.
24- Brown MR, Bhadury RK, Pop NKL. The Impact of Comedic Violence on Viral Advertising Effectiveness. . Journal of Advertising, 2010; 39(1): 49-65.
25- Woerdl M, Papagiannidis S, Bourlakis M, Li F. Internet-Induced Marketing Techniques: Critical Factors in Viral Marketing Campaigns. Journal of Business Science and Applied Management, 2008; 3(1): 35-45.
26-. Quesenberry K, Coolsen M. Drama Goes Viral: Effects of Story Development on Shares and Views of Online Advertising Videos. Journal of Interactive Marketing, 2019; 48(1): 1-16.
27- Phelps JE, Lewis R, Mobilio L, Perry D, Raman N. Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email, 2004; 44(4): 333-348.
28- Dafonte-Gomez A. The Key Elements of Viral Advertising. From Motivation to Emotion in the Most Shared Videos. Comunicar Journal, 2014; 22(2):199-206.
29- Southgate D, Westoby N, Page G. Creative determinants of viral video viewing. The Review of Marketing Communications, 2010; 29(3): 349-368.
30- Chiu H.C, Hsieh Y.C, Kao Y.H, Lee M. The determinants of email receivers' disseminating behaviors on the Internet. J. Advert. Res, 2007; 47(4), 524–534.
31- Hinz O, Skiera B, Barrot C, Becker JU. Seeding Strategies for Viral Marketing: An Empirical Comparison. Journal of Marketing, 2011; 75(6): 55–71.
32- Radighieri J P, Mulder M. The impact of source effects and message valence on word of mouth retransmission. International Journal of Market Research, 2014; 56(2): 249-263.
33- Ismagilovaa E, Sladeb E, Ranac NP, Dwivedic YK. The effect of characteristics of source credibility on consumer behaviour: A meta-analysis. Journal of Retailing and Consumer Services, 2020; 53(2): 1-9.
34- Lis B, In eWOMWe Trust, A Framework of Factors that Determine the eWOM Credibility. Business & Information Systems Engineering, 2013; 55(3):129-140.
35- Hautz J, Füller J, Hutter K, Thürridl C. Let Users Generate Your Video Ads? The Impact of Video Source and Quality on Consumers' Perceptions and Intended Behaviors. Journal of Interactive Marketing, 2014; 28(1): 1–15.
36- Mora E, Vila N. Developing successful cause-related marketing campaigns through social-networks the moderating role of users’ age, Total Quality. Management & Business Excellence, 2018; 31(3): 373-388.
37- Shareef M.A, Mukerji B., Dwivedi Y.K., Rana N.P, Islam R. Social media marketing: Comparative effect of advertisement sources. J. Retail. Consum. Serv, 2017; 46(2): 58–69.
38- Lovett MJ, Peres R, Shachar R. On Brands and Word of Mouth. Journal of Marketing Research, 2013; 50(4): 427–444.
39- Tellis G, MacInnis D J, Tirunillai S, Zhang Y. What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence. Journal of Marketing, 2019; 83(4): 1–20.
40- Berger J. Word of Mouth and Interpersonal Communication: A Functional View.Journal of Consumer Psychology, 2014; 24(4): 586-607.
41- Cohen E L, What makes good games go viral? The role of technology use, efficacy, emotion and enjoyment in players’ decision to share a prosocial digital game. Computers in Human Behavior, 2014; 33(2): 321–329.
42- Lee J, Lee JH, Lee D. Impacts of Tie Characteristics on Online Viral Diffusion. Communications of the Association for Information Systems, 2009; 24(1): 545-556.
43- Kulkarni KK, Kalro AD, Sharma D. Sharing of branded viral advertisements by young consumers: the interplay between personality traits and ad appeal. Journal of Consumer Marketing, 2019; 36(6): 846–857
44- Huang J, Su S, Zhou L, Liu X. Attitude toward the Viral Ad: Expanding Traditional Advertising Models to Interactive Advertising. Journal of Interactive Marketing, 2013; 27(1) 36–46.
45- Kulkarni K, Kalro A, Sharma D. The interaction effect of ad appeal and need for cognition on consumers' intentions to share viral advertisements. Journal of Consumer Behaviour, 2020; 19(4): 327-338.
46- Welker CB. The paradigm of Viral Communication. Information Services & Use, 2002; 22(1) 3–8.
47- Bagheri M, Kiani M. Identifying the place of university in education and promotion of students' entrepreneurship capabilities based on fuzzy screening approach.Quarterly Journal of Research and Planning in Higher Education, 2001; 22(4): 43-67. [In Persia]
48- Liang G.S, & Wang M.J.J. A fuzzy multi-criteria decisionmaking approach for robot selection. Robotics and Computer-Integrated Manufacturing, 1993;10(4): 267-274.
_||_1- MacCartney G, Popham F, McMaster R, Cumbers A. Definition health and health inequalities. Public Health, 2019; 172(1): 22-30.
2- Samie M, Rafie H, Amini M, Akbariyan M. Iran's social health: from the consensus-based definition to the evidence-based index. Iranian J.Social Problems, 2011; 1(2):32-51. [In Persia]
3- Norouzzadeh A, Alimohammadzadeh KH. Relationship between Social Skills and Social health; the Aadjusting Role of Social Support for Employee’s and Nurses of Guilan Health Network. Health Information Management, 2021; 12(2): 31-43. [In Persia]
4- Sturge J, Klaassens M, Lager D, Weitkamp G, Vegter D, Meijering L. Using the concept of activity space to understand the social health of older adults living with memory problems and dementia at home. Social Science & Medicine, 2021; 288(2):113-208.
5- Cho S.M, Park G, Song M. The evolution of social health research topics: A data-driven analysis, 2020; 265(2): 1-10.
6- Ip P, Lam T.H, Chan SS-C, Ho FK-W, Lo LA, et al. Use of Internet Viral Marketing to Promote Smoke-Free Lifestyles among Chinese Adolescents. PLoS ONE, 2014; 9(6): 99082.
7- Reichestein T, Brusch I. The decision‐making process in viral marketing-A review and suggestions for further research. Psychology & Marketing, 2019; 36(1):1062–1081.
8- Fathi L. The Effect of Informing Through Social Networks on Compliance with Recommendations for the Prevention of Covid-19 through Public Awareness and Behavior Change. Health Information Management, 2022; 13(2): 59-70. [In Persia]
9- Mou Y, Shen F. (Potential) patients like me: testing the effects of user-generated health content on social media. Chinese Journal of Communication, 2018; 11(2): 186-201.
10- Porter L, Golan G.J. From Subservient Chickens to Brawny Men: A Comparison of Viral Advertising to Television Advertising. Interactive Advertising, 2006; 6(2): 26-33.
11- Peak H, Kim S, Hova Th, Huh J. Reduced harm or another gateway to smoking? Source, message and information characteristics of E-cigarette videos on YouTube. Health Communication: International Perspectives, 2013; 19(5): 545-560.
12- Putri N.K, Ernawaty E. Viral marketing content for Universal Health Coverage campaign in Indonesia. Universal Health Coverage Campaign, 2019; 14(1):21-36.
13- Sabaghinejad Z, Baji F, Vejdani M. Online Health Information Seeking Behavior among Pregnant Women Referred to Alzahra Hospital, Ahvaz City, Iran. Health Information Management, 2021, 18(1): 33-8. [In Persia]
14- Zahmatkesh Saredorahi M, Mohammadpour Shirazi F, Ardian A, Siadatan M, Amir Oveisi. Factors Affecting Viral Marketing in Health Tourism Development. Journal of Healthcare Management, 2020; 11(2):45-55. [In Persia]
15- Magenzi R, Grasberg D, Novikov I, Ziv A, Shani M, Freedman L. Characteristics of patients seeking health information online via social health networks versus general internet sites: a comparative study. Information Health Soc Care, 2015; 40(2): 125-138.
16- Tseng C.H, Huang T.L. Internet advertising video facilitating health communication narrative and emotional perspectives. Internet Research, 2016; 26(1): 236- 264.
17- ParchamiPour F, Nourmohammadi H, Asadi S. Thematic Convergence of Iran's Scientific Productions in the Field of Health. Health Information Management, 2019; 16(2): 95-101. [In Persia]
18- Enjezab B, Nayebzadeh Sh, Hataminasab H. Opportunities and Challenges for Health Organizations in Using Social Networks: A Systematic Review. Health Information Management, 2019; 15(6): 300-7. [In Persia]
19- Sharma RR, Kaur B. E-mail viral marketing: modeling the determinants of creation of “viral infection”. Management Decision, 2020; 58(1): 112-128.
20- Araujo T. The impact of sharing brand messages: How message, sender and receiver characteristics influence brand attitudes and information diffusion on Social Networking Sites. Communications, 2019; 44(2): 162-184.
22- Alalwan AA. Investigating the impact of social media advertising features on customer purchase intention. . International Journal of Information Management, 2018; 42(4): 65–77.
23- Cho S, Huh J, Faber RJ. The Influence of Sender Trust and Advertiser Trust on Multistage Effects of Viral Advertising. Journal of Advertising, 2014; 43(1): 100-114.
24- Brown MR, Bhadury RK, Pop NKL. The Impact of Comedic Violence on Viral Advertising Effectiveness. . Journal of Advertising, 2010; 39(1): 49-65.
25- Woerdl M, Papagiannidis S, Bourlakis M, Li F. Internet-Induced Marketing Techniques: Critical Factors in Viral Marketing Campaigns. Journal of Business Science and Applied Management, 2008; 3(1): 35-45.
26-. Quesenberry K, Coolsen M. Drama Goes Viral: Effects of Story Development on Shares and Views of Online Advertising Videos. Journal of Interactive Marketing, 2019; 48(1): 1-16.
27- Phelps JE, Lewis R, Mobilio L, Perry D, Raman N. Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email, 2004; 44(4): 333-348.
28- Dafonte-Gomez A. The Key Elements of Viral Advertising. From Motivation to Emotion in the Most Shared Videos. Comunicar Journal, 2014; 22(2):199-206.
29- Southgate D, Westoby N, Page G. Creative determinants of viral video viewing. The Review of Marketing Communications, 2010; 29(3): 349-368.
30- Chiu H.C, Hsieh Y.C, Kao Y.H, Lee M. The determinants of email receivers' disseminating behaviors on the Internet. J. Advert. Res, 2007; 47(4), 524–534.
31- Hinz O, Skiera B, Barrot C, Becker JU. Seeding Strategies for Viral Marketing: An Empirical Comparison. Journal of Marketing, 2011; 75(6): 55–71.
32- Radighieri J P, Mulder M. The impact of source effects and message valence on word of mouth retransmission. International Journal of Market Research, 2014; 56(2): 249-263.
33- Ismagilovaa E, Sladeb E, Ranac NP, Dwivedic YK. The effect of characteristics of source credibility on consumer behaviour: A meta-analysis. Journal of Retailing and Consumer Services, 2020; 53(2): 1-9.
34- Lis B, In eWOMWe Trust, A Framework of Factors that Determine the eWOM Credibility. Business & Information Systems Engineering, 2013; 55(3):129-140.
35- Hautz J, Füller J, Hutter K, Thürridl C. Let Users Generate Your Video Ads? The Impact of Video Source and Quality on Consumers' Perceptions and Intended Behaviors. Journal of Interactive Marketing, 2014; 28(1): 1–15.
36- Mora E, Vila N. Developing successful cause-related marketing campaigns through social-networks the moderating role of users’ age, Total Quality. Management & Business Excellence, 2018; 31(3): 373-388.
37- Shareef M.A, Mukerji B., Dwivedi Y.K., Rana N.P, Islam R. Social media marketing: Comparative effect of advertisement sources. J. Retail. Consum. Serv, 2017; 46(2): 58–69.
38- Lovett MJ, Peres R, Shachar R. On Brands and Word of Mouth. Journal of Marketing Research, 2013; 50(4): 427–444.
39- Tellis G, MacInnis D J, Tirunillai S, Zhang Y. What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence. Journal of Marketing, 2019; 83(4): 1–20.
40- Berger J. Word of Mouth and Interpersonal Communication: A Functional View.Journal of Consumer Psychology, 2014; 24(4): 586-607.
41- Cohen E L, What makes good games go viral? The role of technology use, efficacy, emotion and enjoyment in players’ decision to share a prosocial digital game. Computers in Human Behavior, 2014; 33(2): 321–329.
42- Lee J, Lee JH, Lee D. Impacts of Tie Characteristics on Online Viral Diffusion. Communications of the Association for Information Systems, 2009; 24(1): 545-556.
43- Kulkarni KK, Kalro AD, Sharma D. Sharing of branded viral advertisements by young consumers: the interplay between personality traits and ad appeal. Journal of Consumer Marketing, 2019; 36(6): 846–857
44- Huang J, Su S, Zhou L, Liu X. Attitude toward the Viral Ad: Expanding Traditional Advertising Models to Interactive Advertising. Journal of Interactive Marketing, 2013; 27(1) 36–46.
45- Kulkarni K, Kalro A, Sharma D. The interaction effect of ad appeal and need for cognition on consumers' intentions to share viral advertisements. Journal of Consumer Behaviour, 2020; 19(4): 327-338.
46- Welker CB. The paradigm of Viral Communication. Information Services & Use, 2002; 22(1) 3–8.
47- Bagheri M, Kiani M. Identifying the place of university in education and promotion of students' entrepreneurship capabilities based on fuzzy screening approach.Quarterly Journal of Research and Planning in Higher Education, 2001; 22(4): 43-67. [In Persia]
48- Liang G.S, & Wang M.J.J. A fuzzy multi-criteria decisionmaking approach for robot selection. Robotics and Computer-Integrated Manufacturing, 1993;10(4): 267-274.
