A MODEL PROPOSAL ON PHYSICIAN'S EXPERIENTIAL PERCEPTION OF VALUE: PHARMACEUTICAL SECTOR EXAMPLE

Semih Sezgin; Sabiha Kılıç

TR EN

HEKİMLERİN DENEYİMSEL DEĞER ALGISINA DAİR BİR MODEL ÖNERİSİ: İLAÇ SEKTÖRÜ ÖRNEĞİ

Abstract

Çalışmanın temel amacı, sosyal medya platformlarında hekimlerin deneyimsel değer algılarına dair bir model önerisinin geliştirilmesidir. Çalışmada aynı zamanda ilaç firmalarının sosyal medya platformları üzerinden yürüttükleri pazarlama aktivitelerinin hekimlerin deneyimsel değer algıları üzerinde etkisinin olup olmadığının belirlenmesi de amaçlanmaktadır. Bu amaçlar kapsamda veriler ilaç firmalarının sosyal medya platformlarını takip eden 388 hekimin katıldığı anket yöntemiyle elde edilmiştir. Verilerin analizinde tanımlayıcı istatistikler, güvenilirlik ve normallik testleri kullanılmıştır. Çalışmanın Doğrulayıcı Faktör Analizleri (DFA) ve Yol analizleri IBM AMOS 24 paket programı aracılığıyla gerçekleştirilmiştir. Çalışmada DFA ile veri setinin modele uyumu test edilmiş ve veri setinin model uyum değerlerinin kabul edilebilir düzeyde olduğu görülmüştür. Bununla beraber yol analizleri oluşturularak kurulan hipotezler test edilerek çalışma bulguları değerlendirilmiştir. Çalışma sonucunda elde edilen bulgulara göre, ilaç firması sosyal medya pazarlama aktivitelerinden bilgilendirme ve ağızdan ağıza iletişim faktörlerinin genel anlamda hekimlerin deneyimsel değer algısına etkisinin olduğu ve bu etkinin pozitif olduğu saptanmıştır.

Keywords

DENEYİMSEL DEĞER, SOSYAL MEDYA PAZARLAMASI, İLAÇ SEKTÖRÜ

A MODEL PROPOSAL ON PHYSICIAN'S EXPERIENTIAL PERCEPTION OF VALUE: PHARMACEUTICAL SECTOR EXAMPLE

Abstract

The main purpose of the study is to develop a model proposal on the experiential value perceptions (PEV) of physicians on social media platforms. In the study, it is also aimed to determine whether the marketing activities carried out by pharmaceutical companies through social media platforms have an effect on physicians' experiential value perceptions. Within the scope of these purposes, the data were obtained by the survey method, which was attended by 388 physicians following the social media platforms of pharmaceutical companies. Descriptive statistics, reliability and normality tests were used in the analysis of the data. Confirmatory Factor Analysis (CFA) and Path analyzes of the study were carried out using the IBM AMOS 24 package program. In the study, the fit of the data set to the model was tested with CFA and it was seen that the model fit values of the data set were at an acceptable level. In addition, the hypotheses established by creating path analyzes were tested and the study findings were evaluated. According to the findings obtained as a result of the study, it has been determined that the factors of informing and word-of-mouth communication from the social media marketing activities (SMMA) of the pharmaceutical company have an effect on the experiential value perception of the physicians in general and this effect is positive.

Keywords

Experiential Value, Social Media Marketing, Pharmaceutical Industry

References

(2022, June 01). TUIK: Retrieved from https://data.tuik.gov.tr/Kategori/GetKategori?p=Saglik-ve-Sosyal-Koruma-101
Alalwan, AA, Rana, N., Dwivedi, Y., & Algharabat, R. (2017). Social Media in Marketing: A Review and Analysis of The Existing Literature. Telematics and Informatics, 1177-1190.
Balci, A. (2005). Research Methods, Techniques and Principles in Social Sciences. Ankara: Pegema Publishing.
Barefoot, D., & Szabo, J. (2010). Friends With Benefits A Social Media Marketing Handbook. San Francisco: No Starch Press.
Barker, M., Barker, D., Bormann, N., & Neher, K. (2012). Social Media Marketing: A Strategic Approach. USA: South-Western Cengage Learning.
Baudrillard, J. (2008). Consumer Society. Istanbul: Details Publications.
Brown, E. (2010). Working The Crowd Social Media Marketing For Business. United Kingdom: BCS Learning & Development Limited.
Chan, NL, & Guillet, BD (2011). Investigation of Social Media Marketing: How Does The Hotel Industry in Hong Kong Perform in Marketing on Social Media Websites? Journal of Travel & Tourism Marketing, 345-368.
Chen, Y., Chen, C., & Hsieh, T. (2007). A Study of The Correlations Between ConSumption Experience, Customer Satisfaction, Brand Image and Behavior Intention of Motels in Taiwan. The Journal of Global Business Management, 211-221.
Chi, H.-H. (2011). Interactive Digital Advertising vs. Virtual Brand Community. Journal of Interactive Advertising, 44-61.

Dahnil, MI, Marzuki, MK, Langgat, J., & Fabeil, NF (2014). Factors Influencing SMEs Adoption of Social Media Marketing. Procedia Social and Behavioral Sciences, 119-126.
Dodd, TH, Laverie, DA, Wilcox, JF, & Duhan, DF (2005). Differential Effects of Experience, Subjective Knowledge and Objective Knowledge on Sources of Information Used in Consumer Wine Purchasing. Journal of Hospitality & Tourism Research, 3-19.
Dwivedi, YK, Kapoor, KK, & Chen, H. (2015). Social Media Marketing and Advertising. The Marketing Review, 289-309.
Felix, R., Rauschnabel, PA, & Hinsch, C. (2017). Elements of Strategic Social Media Marketing: A Holistic Framework. Journal of Business Research, 118-126.
Gadamar, HG (2008). Truth and Method, Translators: Arslan, H.; Yavuzcan, I. Istanbul: Paradigma Publishing House.
Gallarza, M., Gardo, T., & García, H. (2017). Experiential Tourist Shopping Value: Adding Causality to Value Dimensions and Testing Their Subjectivity. Journal Consumer Behavior, 76-92.
Gentile, C., Spiller, N., & Noci, G. (2007). How to Sustain The Customer Experience: An Overview of Experience Components That Co-create Value With The Customer. European Management Journal, 395-410.
Gordhamer, S. (2009, 09 22). Retrieved on 08 17, 2022 from Mashable: https://mashable.com/archive/social-media-business#gDSmO4spaiqN
Gunelius, S. (2011). 30-Minute Social Media Marketing. New York: McGraw-Hill.
Hacıefendioğlu, Ş., & Fırat, D. (2014). The Effect of Brand Image on Trust on Brands in Social Media. Kocaeli University Journal of Social Sciences, 87-96.
Hair, JF, Anderson, RE, & Tatham, RL (1998). Multivariate Data Analysis. New Jersey: Englewood Cliffs.
Haslam, SA, Jetten, J., Postmes, T., & Haslam, C. (2009). Social Identity, Health and Well-being: An Emerging Agenda for Applied Psychology. Applied Psychology: An International Review, 1-23.
Hoch, SJ (2002). Product Experience is Seductive. Journal of Consumer Research, 448-454.
Holbrook, MB (1994). The Nature of Customer's Value: An Axiology of Service in Consumption Experience. In RT, & RE Oliver, Service Quality: New Directions in Theory and Practice (pp. 21-71). Thousand Oaks: Sage.
Holbrook, MB (1999). Consumer Value: A Framework for Analysis and Research. New York: Routledge.
Holbrook, MB, & Hirschman, EC (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings and Fun. Journal of Consumer Research, 132-140.
Hvass, AK, & Munar, AM (2012). The Takeoff of Social Media in Tourism. Journal of Vacation Marketing, 93-103.
Jackson, DL (2003). Revisiting Sample Size and Number of Parameter Estimates: Some Support for The N: Q Hypothesis. Structural Equation Modeling. American Psychological Association, 128-141.
Jin, N., Line, ND, & Goh, B. (2013). Experiential Value, Relationship Quality and Customer Loyalty in Full-Service Restaurants: The Moderating Role of Gender. Journal of Hospitality Marketing & Management, 679-700.
Kahle, LR (1983). Social Values and Social Change: Adaptation to Life in America. New York: Praeger.
Kaplan, AM, & Haenlein, M. (2010). Users of The World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 59-68.
Karasar, N. (2005). Scientific Research Method. Ankara: Nobel Publication Distribution.
Kircova, I. (2012). Internet Marketing. Istanbul: Beta Publishing.
Korkmaz, S., Eser, Z., & Öztürk, SA (2017). Marketing Concepts-Principles-Decisions 3rd Edition. Ankara: Political Bookstore.
Köksal, Y., & Özdemir, Ş. (2013). A Study on the Place of Social Media as a Communication Tool in the Promotion Mix. Journal of the Faculty of Economics and Administrative Sciences of Süleyman Demirel University, 323-337.
Mangold, WG, & Faulds, DJ (2009). Social Media: The New Hybrid Element of The Promotion Mix. Business Horizons, 357-365.
Carpenter, M. (2018). Internet Marketing. 2nd Edition. Istanbul: Beta Press Publishing House.
Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential Value: Conceptualization, Measurement and Application in the Catalog and Internet Shopping Environment. Journal of Retailing, 39-56.
Mathwick, C., Malhotra, N., & Rigdon, E. (2002). The Effect of Dynamic Retail Experiences on Experiential Perceptions of Value: An Internet and Catalog Comparison. Journal of Retailing, 51-60.
Neti, S. (2011). Social Media and Its Role in Marketing. International Journal of Enterprise Computing and Business Systems, 1-15.
Oral, S., & Çelik Yetim, A. (2014). A Research on Determining the Relationship Between Experiential Value, Consumer Satisfaction and Consumer Loyalty. Dokuz Eylul University Journal of Social Sciences, 469-497.
Palmer, A., & Koenig-Lewis, N. (2009). An Experiential, Social Network-based Approach to Direct Marketing. Direct Marketing: An International Journal, 162-176.
Pham, PH, & Gammoh, BS (2015). Characteristics of Social-media Marketing Strategy and Customer-based Brand Equity Outcomes: a Conceptual Model. International Journal of Internet Marketing and Advertising. Pine, BJ, & Gilmore, J. (1998). Welcome to the Experience Economy. Harvard Business Review, 97-105.
Pine, BJ, & Gilmore, JH (1999). Business Life is a Theater and Every Company is a Stage. Harvard Business School Press, Translated by Levent Cinemre. Istanbul: Boyner Holding Publications.
Pine, BJ, & Gilmore, JH (2011). The ExperienceEconomy. Boston: Harvard Business School Press.
Ponsonby, S., & Boyle, E. (2004). The Value of Marketing and the Marketing of Value in Contemporary Times-a Literature Review and Research Agenda. Journal of Marketing Management, 343-361.
Richter, A., & Koch, M. (2007). Social Software-Status quo und Zukunft. Fakultät für Informatik , 1-49. Rokeach, M. (1973). The Nature of Human Values. New York: The Free Press.
Safko, L., & Brake, DK (2009). The Social Media Bible. New Jersey: John Wiley & Sons.
Schmitt, B. (1999). Experiential Marketing, How to Get Customers to Sense, Feel, Think, Act, and Relate. New York: The Free Press.
Schmitt, BH (2010). Customer Experience Management: A Revolutionary Approach to Connecting With Your Customers. New Jersey: John Wiley & Sons.
dictionary. (2022, 12 22). Turkish Language Institution: Retrieved from https://sozluk.gov.tr/ Sweeney, JC, & Soutar, GN (2001). Consumer Perceived Value: The Development of a Multiple Item Scale. Journal of Retailing, 203-220.
Şahin, A., & Atılgan, K. Ö. (2011). Prefixing Process and Application. In EA Eagle, Marketing Research. (p. 170). Istanbul: Undergraduate Publishing.
Shaving, HH (2020). Development of the Pharmaceutical Industry in Turkey; A Situation Assessment. Journal of Economics and Research, 42-59.
Tuten, L. (2008). Advertising 2.0 Social Media Marketing in a Web 2.0. world. Westport: Greenwood Publishing Group.
Tuten, TL, & Solomon, MR (2015). Social Media Marketing. London: Sage.
Varshneya, G., & Das, G. (2017). Experiential Value: Multi-Item Scale Development and Validation. Journal of Retailing and Consumer Services, 48-57.
Weinberg, T. (2009). The New Community Rules: Marketing on the Social Web. Sebastopol: O'Reilly Media.
Yadav, M., & Rahman, Z. (2017). Measuring Consumer Perception of Social Media Marketing Activities in E-commerce Industry: Scale Development & Validation. Telematics and Informatics, 1294-1307.
Yazicioglu, Y., & Erdogan, S. (2004). SPSS Applied Scientific Research Methods. Ankara: Detay Publishing.
Yuan, YH, & Wu, CK (2008). Relationships Among Experiential Marketing Experiential Value and Customer Satisfaction. Journal of Hospitality and Tourism Research, 387-389.
Yüksekbilgili, Z. (2018). Adaptation of Social Media Marketing Activities Scale to Turkish: A Reliability and Validity Study. Selcuk University Social Sciences Vocational School Journal, 149-157.
Zeithaml, VA (1988). Consumer Perceptions of Price, Quality and Value: A Means-Ends Model and Synthesis of Evidence. Journal of Marketing, 2-22.
Zhang, J. (2008). Brand Experiential Value Scales for Limited-Service Hotels. (Unpublished Doctoral Dissertation). Indiana: Purdue University.

Details

Primary Language

English

Subjects

Organizasyon

Journal Section

Research Article

Authors

Semih Sezgin ^*
0000-0001-8351-8128
Türkiye

Sabiha Kılıç
0000-0002-0906-4567
Türkiye

Publication Date

December 31, 2023

Submission Date

June 21, 2023

Acceptance Date

September 1, 2023

Published in Issue

Year 2023 Volume: 4 Number: 2

IZ

https://izlik.org/JA22AZ94SC

APA

Sezgin, S., & Kılıç, S. (2023). A MODEL PROPOSAL ON PHYSICIAN’S EXPERIENTIAL PERCEPTION OF VALUE: PHARMACEUTICAL SECTOR EXAMPLE. Journal of Management Theory and Practices Research, 4(2), 61-86. https://izlik.org/JA22AZ94SC

AMA

1.Sezgin S, Kılıç S. A MODEL PROPOSAL ON PHYSICIAN’S EXPERIENTIAL PERCEPTION OF VALUE: PHARMACEUTICAL SECTOR EXAMPLE. Journal of Management Theory and Practices Research. 2023;4(2):61-86. https://izlik.org/JA22AZ94SC

Chicago

Sezgin, Semih, and Sabiha Kılıç. 2023. “A MODEL PROPOSAL ON PHYSICIAN’S EXPERIENTIAL PERCEPTION OF VALUE: PHARMACEUTICAL SECTOR EXAMPLE”. Journal of Management Theory and Practices Research 4 (2): 61-86. https://izlik.org/JA22AZ94SC.

EndNote

Sezgin S, Kılıç S (December 1, 2023) A MODEL PROPOSAL ON PHYSICIAN’S EXPERIENTIAL PERCEPTION OF VALUE: PHARMACEUTICAL SECTOR EXAMPLE. Journal of Management Theory and Practices Research 4 2 61–86.

IEEE

[1]S. Sezgin and S. Kılıç, “A MODEL PROPOSAL ON PHYSICIAN’S EXPERIENTIAL PERCEPTION OF VALUE: PHARMACEUTICAL SECTOR EXAMPLE”, Journal of Management Theory and Practices Research, vol. 4, no. 2, pp. 61–86, Dec. 2023, [Online]. Available: https://izlik.org/JA22AZ94SC

ISNAD

Sezgin, Semih - Kılıç, Sabiha. “A MODEL PROPOSAL ON PHYSICIAN’S EXPERIENTIAL PERCEPTION OF VALUE: PHARMACEUTICAL SECTOR EXAMPLE”. Journal of Management Theory and Practices Research 4/2 (December 1, 2023): 61-86. https://izlik.org/JA22AZ94SC.

JAMA

1.Sezgin S, Kılıç S. A MODEL PROPOSAL ON PHYSICIAN’S EXPERIENTIAL PERCEPTION OF VALUE: PHARMACEUTICAL SECTOR EXAMPLE. Journal of Management Theory and Practices Research. 2023;4:61–86.

MLA

Sezgin, Semih, and Sabiha Kılıç. “A MODEL PROPOSAL ON PHYSICIAN’S EXPERIENTIAL PERCEPTION OF VALUE: PHARMACEUTICAL SECTOR EXAMPLE”. Journal of Management Theory and Practices Research, vol. 4, no. 2, Dec. 2023, pp. 61-86, https://izlik.org/JA22AZ94SC.

Vancouver

1.Semih Sezgin, Sabiha Kılıç. A MODEL PROPOSAL ON PHYSICIAN’S EXPERIENTIAL PERCEPTION OF VALUE: PHARMACEUTICAL SECTOR EXAMPLE. Journal of Management Theory and Practices Research [Internet]. 2023 Dec. 1;4(2):61-86. Available from: https://izlik.org/JA22AZ94SC

HEKİMLERİN DENEYİMSEL DEĞER ALGISINA DAİR BİR MODEL ÖNERİSİ: İLAÇ SEKTÖRÜ ÖRNEĞİ

Abstract

Keywords

A MODEL PROPOSAL ON PHYSICIAN'S EXPERIENTIAL PERCEPTION OF VALUE: PHARMACEUTICAL SECTOR EXAMPLE

Abstract

Keywords

References

Details

Primary Language

Subjects

Journal Section

Authors

Publication Date

Submission Date

Acceptance Date

Published in Issue

IZ

Cite