شناسایی و ارزیابی شاخص‌ها و عوامل تاثیرگذاران در حوزه سلامت

نوع مقاله : مقاله پژوهشی

نویسندگان
محمدرضا پورکریم 1
شهناز نایب زاده 2
سید موید علویان 3
سید حسن حاتمی نسب 2
1 استادیار، مدیریت بازرگانی، گروه مدیریت، دانشگاه آزاد اسلامی واحد شیراز، شیراز، ایران
2 استاد، مدیریت بازرگانی،گروه مدیریت، دانشگاه آزاد اسلامی واحد یزد، یزد، ایران
3 استاد، پزشک داخلی، مرکز تحقیقات، مرکز بیماری های کبد خاورمیانه، تهران، ایران
10.48305/him.2025.45502.1326
چکیده
مقدمه: ایجاد و معرفی تاثیرگذاران مورد تایید در حوزه های مختلف تخصصی سلامت، نیازمند شناخت عوامل و شاخص‌های تاثیرگذاران است که نیازمند تحلیل در هر تخصص و شرایط می‌باشد. هدف اصلی این تحقیق شناسایی و ارزیابی شاخص‌ها و عوامل اینفلونسر مارکتینگ در حوزه سلامت در ایران است.

روش: جهت دستیابی به اهداف تحقیق، تحقیق شامل دو مرحله می‌باشد. در مرحله نخست با استفاده از روش تحلیل محتوا به شناسایی اینفلونسر مارکتینگ در حوزه سلامت پرداخته شده است. در مرحله دوم جهت گروه‌بندی شاخص‌ها و شناسایی و ارزیابی عوامل اینفلونسر مارکتینگ در حوزه سلامت ، روش تحلیل عاملی اکتشافی و تاییدی مورد استفاده قرار گرفته است. تحقیق از منظر هدف کاربردی است. از نظر رویکرد پژوهش یک رویکرد استقرایی را دنبال می‌کند و از نظر ماهیت یک تحقیق اکتشافی- تحلیلی است.

یافته‌ها: در مرحله اول، با استفاده از روش تحلیل محتوا با نرم افزار NVIVO و با بررسی مقالات به شناسایی شاخص‌های اینفلونسر مارکتینگ در حوزه سلامت پرداخته شد و 26 شاخص در این بخش شناسایی گردید. در مرحله دوم، با روش تحلیل عاملی اکتشافی و تاییدی و جامعه آماری 1126 نفره دانشجویان و از طریق پرسشنامه با نرم افزار AMOS، 5 عامل نهایی که شامل شخصیتی و کاریزماتیک ، ویژگی فعال و مهارتی، ویژگی رفتاری، و اقدامات زیرساختی، ویژگی سنجه های عملکرد و تعامل، شناسایی و مورد ارزیابی قرار گرفت.

نتیجه‌گیری: در چشم‌انداز فعالیت‌های رسانه‌ای امروزی، مخاطبان به‌طور فزاینده‌ای برای مصرف رسانه‌ای و تبادل اطلاعات در مورد علایق خاص مانند موضوعات مرتبط با سلامت به جوامع آنلاین روی می‌آورند.

کلیدواژه‌ها

موضوعات

عنوان مقاله English

Identifying and evaluating indicators and factors of influencers in the health field

نویسندگان English

mohammadreza pourkarim 1
Shahnaz Nayebzadeh 2
Seyed Moayed Alavian 3
Seyed Hassan Hataminasab 2
1 Assistant Professor, Business Management, Department of Management, shiraz Islamic Azad University, Shiraz, Iran
2 Professor, Business Management, Department of Management, yazd Islamic Azad University, Yazd, Iran
3 Professor, Internal Medicine, Research Center for Infectious Diseases of the Middle East, Tehran, Iran
چکیده English

The creation and introduction of approved influencers in various specialized areas of health requires the knowledge of influential factors as well as indicators that require analysis in each specialty and condition. The primary objective of this research is to identify and evaluate the indicators and factors of influencer marketing in the field of health in Iran. In order to achieve the objectives of the research, the research consists of two stages. In the first stage, influencer marketing in the field of health has been identified using the content analysis method. In the second stage, exploratory and confirmatory factor analysis method has been used to group indicators and identify and evaluate influencer marketing factors in the field of health.

Methods: In terms of the objectives, this research is applied, while in terms of the research approach, it follows an inductive approach and in terms of its nature, it is exploratory-analytical research.

Results: In the first stage, using content analysis method running NVIVO software and reviewing the related articles, influencer marketing indicators in the field of health were addressed and 26 indicators were eventually identified. In the second stage, using exploratory and confirmatory factor analysis and the statistical population of 1126 students and through the questionnaire running AMOS software, 5 final factors including Personality and Charisma Traits, active and skillful characteristics, behavioral characteristics, and indicators of infrastructural measures, and Performance and Engagement Metrics were identified and evaluated.

Conclusion: In the vision of today's media activities, audiences are increasingly turning to online communities for media consumption and information exchange about specific interests such as health-related topics.

کلیدواژه‌ها English

Influencers
Health
Public Health
World Health Organization
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