نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری تخصصی، مدیریت بازرگانی، گروه مدیریت بازرگانی، دانشکده علوم انسانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران
2 دانشیار، مدیریت بازرگانی، گروه مدیریت بازرگانی، دانشکده علوم انسانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران
3 استادیار، مدیریت بازرگانی، گروه مدیریت بازرگانی، دانشکده علوم انسانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران
چکیده
مقدمه: رشد چشمگیر فنآوریهای وب 2 و ظهور شبکههای اجتماعی، پتانسیل بسیار زیادی را برای اشاعه برنامههای تغییر رفتار سلامت و مراقبتهای بهداشتی فراهم نموده است. سازمانها و مراکز ارایه دهنده خدمات بهداشتی نیز به عنوان عاملان اصلی این برنامهها، سهم زیادی در استفاده از این ابزار دارند. هدف از انجام پژوهش حاضر، ارایه طبقهبندی محتوای منتشر شده در شبکههای اجتماعی سازمانهای بهداشتی بود.روش بررسی: این مطالعه به روش تحلیل محتوای کیفی انجام شد. در گام اول، بر اساس ادبیات موجود و بررسی چارچوبهای پیشین و نتایج کار محققان این حوزه، کدگذاری اولیه صورت گرفت و در گام بعدی با تجزیه و تحلیل نمونهای مشتمل بر 582 عدد از پستهای منتشر شده در صفحات شبکههای اجتماعی 11 سازمان بهداشتی مطرح در جهان، مقولهبندی و کدگذاری تکمیل گردید.یافتهها: تحلیل دادهها منجر به استخراج 27 طبقه فرعی گردید که در 14 طبقه اصلی شامل «اطلاعاتی، آموزشی، احساسی، رویدادی، دعوتکننده، تجربهای، کارکردی، هشداری، کارمندان، چالشی، معرفی، تبلیغاتی، ابرازی و افراد مشهور» قرار گرفت.نتیجهگیری: یافتههای به دست آمده، چارچوب جامعی را برای طبقهبندی پستهای بهداشتی ارایه نمود. این طبقهبندی به طور خاص برای سیاستگذاران حوزه سلامت، میتواند در تولید محتوای بهداشتی با ایدههای نو و استفاده روزمره به منظور تعامل با مخاطبان شبکههای اجتماعی مورد استفاده قرار گیرد.
کلیدواژهها
عنوان مقاله [English]
Content Analysis of Social Networks in Health Organizations
نویسندگان [English]
- Behzad Enjezab 1
- Shahnaz Nayebzadeh 2
- Sayyed Hassan Hataminasab 3
1 PhD Student, Business Management, Department of Business Management, School of Human Sciences, Yazd Branch, Islamic Azad University, Yazd, Iran
2 Associate Professor, Business Management, Department of Business Management, School of Human Sciences, Yazd Branch, Islamic Azad University, Yazd, Iran
3 Assistant Professor, Business Management, Department of Business Management, School of Human Sciences, Yazd Branch, Islamic Azad University, Yazd, Iran
چکیده [English]
Introduction: The dramatic growth of Web 2 technologies and the emergence of social networks fosters great potential for the dissemination of health behavior change programs and healthcare. Organizations and providers of health services, as major contributors to these programs, have a large share of these tools. This study aimed to provide a classification for the content that health organizations publish on social networks.Methods: This study was conducted through qualitative content analysis method. To this end, in the first step based on the literature, the study of the previous frameworks and the results of the researchers work in this field, initial coding was done; and in the next step, by analyzing a sample of 582 posts published on social networks by 11 leading health organizations in the world, categorization and coding were completed.Results: Data analysis revealed in the extraction of 27 subcategories that consisted of 14 main categories including informational, educational, emotional, event, inviting, experiential, functional, alerting, employee, challenging, introductory, advertising, expressive, and celebrities for health organization content.Conclusion: The findings of the present study provide a comprehensive framework for the classification of health posts. This classification can be used by health policymakers to generate health-related content with new ideas as well as daily use to interact with social media audiences.
کلیدواژهها [English]
- Social Media
- Social Networking
- Organizations
- Content Analysis
- Kaplan AM, Haenlein M. Users of the world, unite! The challenges and opportunities of Social Media. Bus Horiz 2010; 53(1): 59-68.
- Korda H, Itani Z. Harnessing social media for health promotion and behavior change. Health Promot Pract 2013; 14(1): 15-23.
- Kordzadeh N. Social media in health care. In: Wickramasinghe N, Troshani I, Tan J, editors. Contemporary consumer health informatics. New York, NY: Springer; 2016. p. 101-23.
- Avery EJ. Public information Officers’ social media monitoring during the Zika virus crisis, a global health threat surrounded by public uncertainty. Public Relat Rev 2017; 43(3): 468-76.
- Hagen L, Keller T, Neely S, DePaula N, Robert-Cooperman C. Crisis Communications in the Age of Social Media: A network analysis of Zika-related tweets. Soc Sci Comput Rev 2017; 36(5): 523-41.
- Panagiotopoulos P, Barnett J, Bigdeli AZ, Sams S. Social media in emergency management: Twitter as a tool for communicating risks to the public. Technol Forecast Soc Change 2016; 111: 86-96.
- Tursunbayeva A, Franco M, Pagliari C. Use of social media for e-Government in the public health sector: A systematic review of published studies. Gov Inf Q 2017; 34(2): 270-82.
- Greenwood S, Perrin A, Duggan M. Social Media Update 2016. Pew Research Center 2016; 11(2): 1-18.
- Financial Tribune. Iran Ranked World's 7th Instagram User 2019 [Online]. [cited 2019 Jan 9]; Available from: URL: https://financialtribune.com/node/81384
- Kemp S. Digital in 2019: Global Internet Use Accelerates. We Are Social [Online]. [cited 2019 Jan 30]; Available from: URL: https://wearesocial.com/blog/2019/01/digital-2019-global-internet-use-accelerates
- Enjezab B, Nayebzadeh S, Hataminasab S. Opportunities and challenges for health organizations in using social networks: A systematic review. Health Inf Manage 2019; 15(6): 300-7. [In Persian].
- Smith KT. Hospital marketing and communications via social media. Services Marketing Quarterly 2017; 38(3): 187-201.
- Park H, Reber BH, Chon MG. Tweeting as Health communication: health organizations' use of twitter for health promotion and public engagement. J Health Commun 2016; 21(2): 188-98.
- Ramanadhan S, Mendez SR, Rao M, Viswanath K. Social media use by community-based organizations conducting health promotion: A content analysis. BMC Public Health 2013; 13: 1129.
- Golan GJ, Zaidner L. Creative strategies in viral advertising: an application of taylorçös six-segment message strategy wheel. J Comput Mediat Commun 2008; 13(4): 959-72.
- Alves H, Fernandes C, Raposo M. Social media marketing: A literature review and implications. Psychol Mark 2016; 33(12): 1029-38.
- Pereira HlG, de Fatima Salgueiro M, Mateus I. Say yes to Facebook and get your customers involved! Relationships in a world of social networks. Bus Horiz 2014; 57(6): 695-702.
- Ashley C, Tuten T. Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychol Mark 2015; 32(1): 15-27.
- Elo S, Kyngas H. The qualitative content analysis process. J Adv Nurs 2008; 62(1): 107-15.
- Hsieh HF, Shannon SE. Three approaches to qualitative content analysis. Qual Health Res 2005; 15(9): 1277-88.
- Juric R, Kim I, Sinkovic A, Tesanovic I, Zagreb M, Croatia. Raising awareness of dental pain through tweets. Proceedings of IEEE International Workshop on Software Defined Systems (SDS -2014); 2014 11 Mar; Boston, MA, USA.
- Thackeray R, Crookston BT, West JH. Correlates of health-related social media use among adults. J Med Internet Res 2013; 15(1): e21.
- Thackeray R, Neiger BL, Burton SH, Thackeray CR. Analysis of the purpose of state health departments' tweets: information sharing, engagement, and action. J Med Internet Res 2013; 15(11): e255.
- Househ M. The use of social media in healthcare: Organizational, clinical, and patient perspectives. Stud Health Technol Inform 2013; 183: 244-8.
- Chung JE. Retweeting in health promotion: Analysis of tweets about Breast Cancer Awareness Month. Comput Human Behav 2017; 74: 112-9.
- Kordzadeh N, Young DK. Exploring hospitals' use of Facebook: Thematic analysis. J Med Internet Res 2018; 20(5): e190.
- Chung JE. A smoking cessation campaign on Twitter: Understanding the use of Twitter and identifying major players in a health campaign. J Health Commun 2016; 21(5): 517-26.
- Jiang S, Beaudoin CE. Smoking prevention in china: a content analysis of an anti-smoking social media campaign. J Health Commun 2016; 21(7): 755-64.
- Pan YL. Understanding the message functions in health communication, promotion and public engagement on Twitter: An exploratory analysis of the SunSmart campaign [MBA Thesis]. Enschede, Netherlands: University of Twente; 2018.
- Dong C. Social media in public health organizations: A case study of social media use in the Minnesota Department of Health [Thesis]. Minneapolis, MN: University of Minnesota; 2015
- Sharma P, Land S. Patterns of knowledge sharing in an online affinity space for diabetes. Educ Technol Res Dev 2019; 67(2): 247-75.
- Strekalova YA. Health risk information engagement and amplification on social media: News about an emerging pandemic on Facebook. Health Educ Behav 2016; 44(2): 332-9.
- Strekalova YA, Krieger JL. Beyond words: Amplification of cancer risk communication on social media. J Health Commun 2017; 22(10): 849-57.
- Amos C, Holmes G, Strutton D. Exploring the relationship between celebrity endorser effects and advertising effectiveness. Int J Advert 2008; 27(2): 209-34.
- Rahim AIA, Ibrahim MI, Salim FNA, Ariffin MAI. Health information engagement factors in Malaysia: A content analysis of Facebook Use by the Ministry of Health in 2016 and 2017. Int J Environ Res Public Health 2019; 16(4).