Razi Journal of Medical Sciences

fa ارائه الگوی تأثیر بازاریابی شبکه‌های اجتماعی بر فرصت‌های کارآفرینی در حوزه محصولات پزشکی و سلامتی Presenting a Model of the Impact of Social Network Marketing on Entrepreneurial Opportunities in the Field of Medical and Health Products روانشناسی بالینی Clinical Psychiatry پژوهشي Research <div style="text-align: justify;">زمینه و هدف: شبکه‌های اجتماعی به یک نیروی قدرتمند در شکل‌دهی به جنبه‌های تجارت تبدیل شده‌اند. زیرا بازاریابی دهان به دهان را تقویت کرده‌اند و به سرعت در تصمیمات خرید مشتریان اهمیت پیدا می‌کنند. بنابراین پژوهش حاضر با هدف ارائه الگوی تأثیر بازاریابی شبکه های اجتماعی بر فرصت‌های کارآفرینی در حوزه محصولات پزشکی و سلامتی انجام شد. روش کار: روش پژوهش ترکیبی از نوع طرح تحقیق آمیخته اکتشافی (کیفی- کمی) بود. جامعه آماری پژوهش در بخش کیفی شامل نخبگان و اعضای هیئت‌علمی رشته مدیریت کارآفرینی در زمینه سیاست گذاری جهت اتفاق نظر در روش دلفی بودند، حجم نمونه در بخش کیفی با در نظر گرفتن قانون اشباع به تعداد 17 نفر تعیین شد. در بخش کمی حجم نمونه با استفاده از فرمول کوکران به تعداد 151 نفرتعیین شد روش جمعآوری اطلاعات به روش کتابخانه ای، و ابزار اندازهگیری در بخش کیفی مصاحبه نیمه ساختاریافته و در بخش کمی شامل پرسشنامه محقق ساخته، که سؤالات آن برگرفته از دادههای حاصل از مصاحبه بود. یافته‌ها: یافته ها نشان داد که 75 درصد فرصت های کارآفرینی در کسبوکارهای اینترنتی به ابعاد و مولفه های بازاریابی شبکه های اجتماعی کارآفرینانه که دارای هفت بعد بشرح: 1. اثر بخشی، 2. اعتماد، 3. قابلیت دسترسی، 4. قیمت، 5. محصول، 6. تنوع 7. ترویج، وابسته است. نتیجه‌گیری: نتایج نشان داد که <a name="_Hlk138613930">بازاریابی شبکه های اجتماعی </a>می‌تواند بر فرصت های کارآفرینی در حوزه محصولات پزشکی و سلامتی موثر باشد؛ لذا توجه به بازاریابی شبکه‌های اجتماعی در جهت افزایش فرصت های کارآفرینی در حوزه محصولات پزشکی و سلامتی اهمیت دارد.</div> <div style="text-align: justify;">Background & Aims: Social networks have become a powerful force in shaping aspects of business. Because they have strengthened word-of-mouth marketing and quickly gaining importance in customers' purchasing decisions. With its wide and global influence, social networks have become one of the most important communication and advertising tools and are increasingly used by businesses to interact with audiences and promote products. In the field of medicine and health, this effect is particularly prominent as consumers increasingly use social networks to obtain information about health issues, medical products and services, and to receive advice. Platforms like Instagram, Facebook, LinkedIn, and Twitter give entrepreneurs and businesses in this field an opportunity to reach their audience in a cost-effective and targeted way. Therefore, the current research was conducted with the aim of providing a model of the influence of social network marketing on entrepreneurial opportunities in the field of medical and health products. Methods: The research method was a mixed exploratory (qualitative-quantitative) research design. The statistical population of the research in the qualitative part included the elites and faculty members of the field of entrepreneurship management in the field of policy making in order to reach a consensus in the Delphi method. In the quantitative part, the sample size was determined to be 151 using Cochran's formula, the method of collecting information was the library method, and the measuring tool in the qualitative part was a semi-structured interview, and in the quantitative part, it included a researcher-made questionnaire, whose questions It was taken from the data obtained from the interview. In order to collect research data, a part of the work has been done theoretically, in this part, books, articles, treatises and researches and computer search have been used to find articles and treatises from abroad. Also, the field method has been used in this method to obtain information and data in two quantitative and qualitative stages. In the qualitative phase, according to the stages of conducting the research, the most suitable method for gathering the required information was interviewing experts (17 elites and faculty members of the field of entrepreneurship management in the field of policy making). In the quantitative stage (questionnaire), according to the objectives of the research and its nature, the most suitable method to collect the required information, to determine the final model of the research, was to use the completion of questionnaires among the selected samples from among the members of the target community. The description of reaching the final model was as follows: after selecting the primary dimensions in the initial proposed model with metacombination method, according to the mentioned valid research, a semi-structured questionnaire was designed to apply the opinion of experts. This questionnaire included selected dimensions based on previous research. Results: The findings showed that 75% of entrepreneurial opportunities in internet businesses are related to the dimensions and marketing components of entrepreneurial social networks, which have seven dimensions: 1. Effectiveness, 2. Trust, 3. it depends on accessibility, 4. price, 5. product, 6. variety, 7. promotion. The GFI criterion, which indicates a measure of the relative amount of variances and covariances explained by the model, is above 0.9 for these models. The value of the second root of the mean square of the residuals, i.e. the difference between the matrix elements observed in the sample group and the elements of the estimated or predicted matrices in this research, shows the appropriate explanation of the covariances. The values of Softened Fit Index (NFI), Non-Softened Fit Index (NNFI), Incremental Fit Index (IFI) and Comparative Fit Index (CFI) also indicate a very good fit of the designed model compared to other possible models. The very powerful index of the second root of the estimation of the variance of the RMSEA approximation error for the path model is below 0.08, which is an acceptable value. The goodness-of-fit indices of the factor validation model based on the main model are shown in Table 2. Conclusion: The results showed that social media marketing can be effective on entrepreneurial opportunities in the field of medical and health products; therefore, it is important to pay attention to the marketing of social networks in order to increase entrepreneurial opportunities in the field of medical and health products. Social media marketing in the field of medical and health products has created a unique opportunity for entrepreneurs, as these spaces not only enable a wide audience reach, but also provide a platform to establish deeper and faster connections with customers. This direct communication not only leads to greater awareness of customer needs and wants, but also allows entrepreneurs to quickly respond to feedback and optimize their products or services more quickly. On the other hand, using social networks for advertising, unlike traditional methods, is associated with lower costs and allows entrepreneurs to launch effective advertising campaigns even with small budgets. This issue is especially important for start-ups and new businesses in the field of medical and health products. They can gain the trust and attention of the audience by producing attractive and educational content that provides users with useful information about the products and their benefits. Also, one of the prominent features of social networks is the ability of targeted advertising. Entrepreneurs can tailor their ads based on audience demographics (such as age, gender, geographic location), interests, and online behaviors. This precision in ad targeting ensures that products reach the people who need or are most interested in them, which has a direct impact on increasing customer conversion rates and the effectiveness of marketing campaigns. In addition, social networks allow entrepreneurs to quickly introduce their new and innovative products. In the field of medical and health products, innovation is very important and entrepreneurs can use social networks to promote these innovations. </div> بازاریابی شبکه‌های اجتماعی کارآفرینانه, فرصت‌های کارآفرینی پزشکی, محصولات پزشکی و سلامتی Entrepreneurial Social Network Marketing, Medical Entrepreneurship Opportunities, Medical and Health Products 302 311 http://rjms.iums.ac.ir/browse.php?a_code=A-10-7576-1&slc_lang=fa&sid=1 Mahdi Amouee مهدی عمویی 3900319475328460083447 3900319475328460083447 No PhD Student in Entrepreneurial , Department of Educational Management, Faculty of Humanities, Sari Branch, Islamic Azad University, Sari, Iran دانشجوی دکتری تخصصی کارآفرینی، گروه مدیریت آموزشی، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران. Reza Yousefi Saeed Abadi رضا یوسفی سعیدآبادی rezayusefi2022@gmail.com 3900319475328460083448 3900319475328460083448 Yes Assistant Professor, Department of Educational Management, Faculty of Humanities, Sari Branch, Islamic Azad University, Sari, Iran استادیار، گروه مدیریت آموزشی، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران Maryam Taghvaie Yazdi مریم تقوایی یزدی 3900319475328460083449 3900319475328460083449 No Associate Professor, Department of Educational Management, Sari Branch, Islamic Azad University, Sari, Iran. دانشیار، گروه مدیریت آموزشی، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران.