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

Yıl 2023, Cilt: 4 Sayı: 2, 61 - 86, 31.12.2023

Semih Sezgin , Sabiha Kılıç

Öz

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.

Anahtar Kelimeler

DENEYİMSEL DEĞER, SOSYAL MEDYA PAZARLAMASI, İLAÇ SEKTÖRÜ

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

Öz

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.

Anahtar Kelimeler

Experiential Value, Social Media Marketing, Pharmaceutical Industry

Kaynakça

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