Razi Journal of Medical Sciences

fa تعیین عوامل علّی تأثیرگذار بر بازاریابی شبکه‌های اجتماعی در جهت ارتقا سلامت عمومی آحاد جامعه با محوریت خرید تجهیزات پزشکی در شرایط کووید-19 Determining the Factors Affecting the Marketing of Social Networks in Order to Improve the Public Health of the Society with the Focus on the Purchase of Medical Equipment in the Conditions of Covid-19 روانشناسی بالینی Clinical Psychiatry پژوهشي Research <div style="text-align: justify;">زمینه و هدف: رسانه‌های اجتماعی به‌عنوان سرآمد وب و کسب‌وکارهای تحت آن به‌شمار می‌روند و توانسته‌اند بیشترین نفوذ را در بین کاربران اینترنت داشته باشند و با شیوع کرونا زندگی بشر و سیستم بهداشتی جهان تحت تاثیر قرار گرفته به نحوی که اثرات منفی آن بر روی سیستم های بهداشتی جهانی کاملا مشهود است؛ لذا هدف این مطالعه تعیین عوامل علّی تاثیرگذار بر بازاریابی شبکههای اجتماعی در جهت ارتقا سلامت عمومی آحاد جامعه با محوریت خرید تجهیزات پزشکی در شرایط کووید-19 بود. روش کار: جامعه آماری این مطالعه کیفی شامل تمام صاحب‌نظران دانشگاهی و خبرگان حوزه بازاریابی بود که اغلب عضو هیئت علمی دانشگاه‌های کشور و نیز افراد مجرب در حیطه بازاریابی به ویژه بازاریابی محصولات و تجهیزات پزشکی بودند. حجم نمونه‌ی ‌آماری 25 نفر تا رسیدن به اشباع نظری از طریق مصاحبه‌های دلفی نیمه‌ساختاریافته بود. جامعه آماری بخش کمی شامل تمامی تمامی مشتریان و فروشندگان فروشگاههای تجهیزات پزشکی در کشور که مجموعا بیش از 4048 نفر بودند، بنابراین طبق جدول نمونه‌گیری جرسی- مورگان تعداد (384) نفر از این جامعه به صورت تصادفی در دسترس از سراسر کشور به عنوان نمونه انتخاب و به پرسشنامۀ مستخرج از بخش کیفی پاسخ دادند. از آزمون تحلیل عاملی اکتشافی و تحلیل عاملی تأییدی برای تجزیه و تحلیل داده‌ها با کمک نرم‌افزارهای آماری SPSS و Smart PLS استفاده گردید. یافته‌ها: به طور کلی در نتایج کمّی پژوهش ارتباط معنی‌دار 8 مقولۀ آن (وابستگی روانی افراد جامعه به رسانه‌های اجتماعی، نقش برند‌ها در بازاریابی رسانه‌های اجتماعی، مدیریت بهینۀ هزینه و زمان افراد در بازاریابی، عوامل شخصی (مشتری و فروشنده)، قابلیت‌های رسانه‌های اجتماعی در بازاریابی، دلایل حضور در رسانه‌های اجتماعی، عوامل قانونی و حقوقی بازاریابی رسانه‌های اجتماعی و عوامل زیرساختی بازاریابی رسانه‌های اجتماعی) با شرایط علّی  مؤثر در توسعۀ بازاریابی رسانه‌های اجتماعی در خرید تجهیزات پزشکی ... تأیید گردید. نتیجه‌گیری: با توجه به نتایج میتوان اذعان داشت که مولفههای تعیین شده در توسعۀ بازاریابی رسانه‌های اجتماعی در خرید تجهیزات پزشکی تأثیرگذار ‌هستند. </div> <div style="text-align: justify;">Background & Aims: Social media are considered as the leader of the web and the businesses under it and have been able to have the most influence among internet users, and with the spread of corona, human life and the world's health system have been affected in such a way that its negative effects on the systems Global health is quite evident; Therefore, the purpose of this study was to determine the causal factors affecting the marketing of social networks in order to improve the general health of the society, focusing on the purchase of medical equipment in the conditions of Covid-19. Methods: The statistical population of this qualitative study included all academic experts and experts in the field of marketing, most of whom were members of the faculty of universities in the country, as well as experienced people in the field of marketing, especially marketing of medical products and equipment. The statistical sample size was 25 people until reaching theoretical saturation through semi-structured Delphi interviews. The statistical population of the quantitative part includes all the customers and sellers of medical equipment stores in the country, which were more than 4048 people in total, so according to the Jersey-Morgan sampling table, the number of (384) people from this population was randomly available from all over the country as The sample was selected and answered the questionnaire extracted from the qualitative section. Exploratory factor analysis and confirmatory factor analysis were used for data analysis with the help of SPSS and Smart PLS statistical software. Results: In general, in the quantitative results of the research, there is a significant relationship between its 8 categories (psychological dependence of community members on social media, the role of brands in social media marketing, optimal cost and time management of people in marketing, personal factors (customers and sellers), social media capabilities. In marketing, the reasons for being on social media, the legal and legal factors of social media marketing and the infrastructural factors of social media marketing) were confirmed with effective causal conditions in the development of social media marketing in the purchase of medical equipment. Conclusion: According to the results, it can be acknowledged that the determined components in the development of social media marketing are effective in the purchase of medical equipment. Different governments have implemented various strategies such as border closures, travel restrictions, and quarantines even in the countries that make up the world's largest economies, raising fears of an impending economic crisis and economic stagnation. Its pandemic had a significant impact on world economic growth, and estimates so far show that the virus could reduce global economic growth if current conditions continue and increase the risk of global economic recession by approximately 2% per month, similar to what will happen during the Great Depression of the 1930s. Therefore, it is important to identify the appropriate solutions for the market to be active and the economy wheel to move, so that these solutions can play an effective role in dealing with the spread of the coronavirus and increasing the public health of society while increasing the economic cycle. The present age is the age of communication and information. In this era, the use of the Internet is expanding and it forms an important part of people's lives. Nowadays, people use the Internet and virtual space for shopping, collecting information, having conversations, and many other activities. Meanwhile, social media are the most popular parts of virtual space for public use. Social media are a group of Internet-based tools that are based on the ideological foundation and web technology and allow users to create content and exchange it. Unlike traditional media that send a one-way message to customers, social media is an ideal tool for continuous and two-way conversations with customers. Social media marketing forces organizations to use social media applications to complement traditional business methods and offers them a new way of relational evaluation. Give It seems that due to the ambiguities and limitations in the field of social media marketing, medical equipment sellers do not take much advantage of this marketing tool in the conditions of the corona disease.  Social media have several features in common. One of the most important features is that most of these sites rely heavily on user- generated content, where it is the users who largely determine the product offered by the company. Do The large customer base has made social media very popular not only among users but also among companies that use social media as a marketing communication medium. Marketing programs based on social media are usually focused on creating content that can attract the attention of users of social sites and encourage them to share the desired content on social media. In this way, the message of the desired company/person/organization is transferred from one user to another in the form of a chain.</div> رسانه‌های اجتماعی, بازاریابی, خرید تجهیزات پزشکی, کووید19, سلامت عمومی Social media, Marketing, Purchase of medical equipment, Covid-19, Public health 1 10 http://rjms.iums.ac.ir/browse.php?a_code=A-10-7209-3&slc_lang=fa&sid=1 Alemeh Razdan عالمه رزدان 3900319475328460080462 3900319475328460080462 No PhD Student Department of Business Administration, Semnan Branch, Islamic Azad University, Semnan, Iran دانشجوی دکتری، گروه مدیریت بازرگانی، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران Farshad Faezy Razi فرشاد فائزی رازی 3900319475328460080463 3900319475328460080463 No Associate Professor Department of Media Management, Semnan Branch, Islamic Azad University, Semnan, Iran دانشیار، گروه مدیریت صنعتی، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران Abolfazl Danaei ابوالفضل دانایی a.danaei@semnaniau.ac.ir 3900319475328460080464 3900319475328460080464 Yes Associate Professor Department of Media Management, Semnan Branch, Islamic Azad University, Semnan, Iran دانشیار، گروه مدیریت رسانه، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران Younes Vakil Alroaia یونس وکیل الرعایا 3900319475328460080465 3900319475328460080465 No Associate Professor Chairman, Entrepreneurship and Commercialization Research Center, Semnan Branch, Islamic Azad University, Semnan, Iran دانشیار، گروه مدیریت، مرکز تحقیقات کارآفرینی، ایده‌پردازی و تجاری‌سازی، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران