استراتژی‌های محتوا در شبکه‌های اجتماعی: جوامع برند سلامت محور در ایران
محورهای موضوعی : -مدارک پزشکی
کیانوش نظری عامله
1
(دانشجوی دکتری رشته مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران)
پژمان جعفری
2
(استادیار، گروه مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران)
فرهاد غفاری
3
(استادیار، گروه اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران)
کلید واژه: جوامع برند, کلینیک‌های سلامتی, درگیری مشتری, استراتژی محتوا, رسانه‌های اجتماعی,
چکیده مقاله :
مقدمه: رشد سریع رسانه‌های اجتماعی فرصت‌های زیادی برای فعالان حوزه سلامت ایجاد کرده تا بخش زیادی از فعالیت‌های بازاریابی خود را در این حیطه انجام دهند، هدف اصلی پژوهش حاضر درک کامل فاکتورهای اصلی استراتژی محتوا در رسانه اجتماعی اینستاگرام کلینیک‌های سلامتی برای افزایش درگیری اعضای جوامع برند است. روش پژوهش: پژوهش حاضر در 2 مرحله انجام گردید، مرحله اول با بررسی مطالعات پیشین و مصاحبه عمقی با 8 خبره بومی‌به استخراج مدل اقدام شد و مرحله دوم روابط بین متغیرهای مدل بررسی گردید، از حیث روش، مطالعه موردی چندگانه تبینی (علی) می‌باشد که 1572 پست اینستاگرام 8 کلینیک سلامتی با روش نتنوگرافی در دوره زمانی 1 ساله کدگذاری و تحلیل گردید. یافته‌ها: در سطح 95 درصد اطمینان رابطه معنی‌داری بین نوع محتوا (p<0.001) و هشتگ (p<0.000) با متغیرهای درگیری مشتری وجود دارد و بین چابکی محتوا (p<0.001) با درگیری مشتری (به جزء ذخیره پست و درصد کشف) و بین روز ارسال پست (p<0.001) با متغیرهای درگیری مشتری ( به جزء درصد کشف و تعداد نفرات مشاهده کننده) و بین مفاد محتوا (p<0.001) با درگیری مشتری (به جزء بازدید پروفایل و درصد کشف) و لحن صدا (p<0.002) با درگیری مشتری (به جزء لایک، درصد کشف و فالور جدید ) رابطه معنی‌داری وجود دارد. نتیجه گیری: فاکتورهای حاصل به کلینیک‌های سلامتی کمک می‌کند تا محتوای بهینه و متناسب با مشتریان جامعه برند خود ایجاد کند که بتواند تعداد اعضای جامعه برند را بالا برده و آنها را با محتوا درگیر کند.
Introduction: The rapid growth of social media has created many opportunities for health professionals to undertake a large part of their marketing activities in this area. The main objective of the current study is to fully understand the main factors of the content strategy in Instagram social media health clinics to increase the engagement of brand community members. Methods: The present study was done in two stages. In the first stage, through the investigation of previous studies and deep interview with 8 native experts the model has been designed. Second stage, relations between the variables of the model were investigated. In the method, a multiple case study, 1572 posts of Instagram, 8 health clinics, were coded and analyzed using a netnography method during a year. Results: At 95% confidence level there was a significant relationship between the content type (p<0.001( and hashtag (p<0.000( with the customer engagement variables and between the content agility (p<0.001( with the customer engagement (except of save post and discovery percentage), and between the content day (p<0.001( with the customer engagement variables (except of discovery percentage and impression), and relationship between content context (p<0.001( with customer engagement (except of profile visit and discovery percentage) and tone of voice (p<0.002( with customer engagement (with the exception of likes, discovery percentage and new folowers). Conclusion: The resulting factors help the health clinics to optimize the content of their brand community, which can increase the number of members of a brand community and engage them with content.
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_||_1- Tsimonis G, Dimitriadis S. Brand Strategies in Social Media. Marketing Intelligence and Planning, 2014; 32(3): 328-344.
2- Gallaugher J, Ransbotham S. Social Media and Customer Dialog Management at Starbucks. MIS Quarterly Executive, 2010; 9(4): 15-18.
3- Www.Alexa.Com.
4- Muñiz Jr AM, O'Guinn TC. Brand Community. Journal of Consumer Research, 2011; 27(4): 412–32.
5- Chauhan K, Pillai A. Role of Content Strategy in Social Media Brand Communities: a Case of Higher Education Institutes in India. Journal of Product & Brand Management, 2013; 22(1): 40-51.
6- Halvorson K. Content Strategy for the Web. New Riders: Berkeley; 2010.
7- Mangold WG, Faulds DJ. Social Media: The New Hybrid Element of the Promotion Mix. Business Horizons, 2009; 52(4): 357-365.
8- Al-Ghafri RK, Al-Badi A. H. Users Activities on Social Media as Indicators of Self-Esteem: a Case Study in Oman. Journal of Internet Social Networking and Virtual Communities, 2016; 1(1): 1-12.
9- Alenezi H, Tarhini A, Masa‟deh R, Alalwan AA, Al-Qirim N. Factors Affecting E-Government Adoption in Kuwait: A Qualitative Study. The Electronic Journal of E-Government, 2017; 15(2): 84-102.
10- Kaplan AM, Haenlein M. Users of the World, Unite: The Challenges and Opportunities of Social Media. Business Horizons, 2010; 53(1): 59-68.
11- Sharma SK, Govindaluri SM, Muharrami SM, Tarhini A. A Multi-Analytical Model for Mobile Banking Adoption: A developing Country Perspective. Review of International Business and Strategy, 2017; 27(1): 1-27.
12- Yadav R, Sharma SK, Tarhini A. A Multi-Analytical Approach to Understand and Predict the Mobile Commerce Adoption. Journal of Enterprise Information Management, 2016; (2): 222-237.
13- Morgado L. The Networked Class in a Master’s Program: Personalization and Openness through Social Media. Educating Educators with Social Media, 2011; 1(2): 135.
14- Al-Badi A. H, Al-Qayoudhi WS. Adoption of Social Networks in Business: Study of Users and Potential Users in Oman. The International Business and Economics Research Journal (Online), 2014; 13(2):401-417.
15- Nusair, K. K, Bilgihan, A, Okumus, F. The Role of Online Social Network Travel Websites in Creating Social Interaction for Gen Y Travelers. International Journal of Tourism Research, 2013; 15(5): 458 472.
16- Lange-Faria W, Elliot S. Understanding the role of social media in destination marketing. Tourismos, 2012; 7(1): 8
17- Tussyadiah I, Zach, F. Social Media Strategy and Capacity for Consumer Co-Creation among Destination Marketing Organizations. In Information and Communication Technologies in Tourism, 2013; 5(3): 242-253.
18- Al-Harrasi AS, Al-Badi AH. The Impact of Social Networking: A study of the Influence of Smartphones on College Students. Contemporary Issues in Education Research (Online), 2014; 7(2): 129-136.
19- Al-Mukhaini EM, Al-Qayoudhi WS, Al-Badi AH. Adoption of social Networking in Education: A Study of the Use of Social Networks by Higher Education Students in Oman. Journal of International Education Research 2014; 10(2): 143-154.
20- Hur WM, Ahn KH, Kim M. Building Brand Loyalty through Managing Brand Community Commitment. Management Decision, 2011; 49(7): 1194-1213.
21- Fournier S, Lee L. Getting Brand Communities Right. Harvard Business Review, 2009; 87: 4.
22- Casalo L, Flavian C, Guinaliu M. The Impact of Participation in Virtual Brand Communities on Consumer Trust and Loyalty: the case of free software. Online Information Review, 2008; 34(6): 775–92.
23- Alexander, MC. The Case for the prosecution in the Ciceronian Era. University of Michigan Press; 2002.
24- Laroche M, Habibi MR, Richard, MO, Sankaranarayanan R. The Effects of Social Media Based Brand Communities on Brand Community Markers, Value Creation Practices, Brand Trust and Brand Loyalty. Computers in Human Behavior, 2012; 28(5): 1755–1767.
25- Amit, R, Zott, C. Value Creation in E-Business. Strategic management Journal, 2001; 22: 493–520.
26- Rancati E, Gordini N. Content Marketing Metrics: Theoretical Aspects and Empirical Evidence. European Scientific Journal, 2014; 10(34):25-27.
27- Schau HJ, Muñiz Jr AM, Arnould EJ. How Brand Community Practices Create Value. Journal of Marketing, 2009; 73(5): 30-51.
28- Van Doorn J, Lemon KN, Mittal V, Nass S, Pick D, Pirner P, Verhoef P. Customer Engagement Behavior: Theoretical Foundations and Research Directions. Journal of Service Research, 2010; 13(3): 253-266.
29- Higgins ET. Value from hedonic experience and engagement. Psychological review, 2006; 113(3): 439.
30- Malthouse E, Hofacker C. Looking Back and Looking Forward with Interactive Marketing; 2010.
31- Vollmer K. The Forrester Wav: Integration-Centric Business Process Management Suites; 2008.
31- Dessart, L, Veloutsou, C, Morgan-Thomas, A. Consumer Engagement in Online Brand Communities: A Social Media Perspective. Journal of Product & Brand Management, 2015; 24(1): 28-42.