THE PERCEPTIONS OF COMMUNITY PHARMACISTS ON THE USE OF SOCIAL MEDIA INFLUENCERS IN MARKETING AND SALES OF FOOD SUPPLEMETS AND HERBAL PRODUCTS

Öz

Objective: The objective of this study is to gain an in-depth understanding of Turkish community pharmacists’ perception on the promotion of food supplements and herbal products by social media influencers. Material and Method: This research was planned as a case study in a qualitative research design. Semi-structured interview was used to collect data. After the data were transcribed verbatim, the data were analyzed and coded through thematic analysis by developing themes and sub-themes to make the connection. Result and Discussion: Twelve community pharmacists participated in the study. Three main themes developed which are “attitudes towards phenomenon marketing”, “characteristics of phenomena” and “adopting the role of phenomenon”. In this study, some pharmacists expressed a moderate view on the use of influencers in promoting food supplements and herbal products, while others expressed an oppositional view to the opinion leadership role of pharmacists. Various legal arrangements should be made for pharmacists to adopt the role of influencers in social media in the future of pharmacy practice. Gaining competence to manage a social media account professionally as a healthcare professional to convey credible messages about food supplements and herbal medicines to consumers is essential.

Anahtar Kelimeler

• Food supplements
• herbal medicines
• influencer marketing
• opinion leadership
• social media

TOPLUM ECZACILARININ TAKVİYE EDİCİ GIDA VE BİTKİSEL İÇERİKLİ ÜRÜN PAZARLAMA VE SATIŞINDA SOSYAL MEDYA FİKİR LİDERLERİ (INFLUENCER) KULLANIMINA BAKIŞLARI

Öz

Amaç: Bu çalışma ile Türkiye’de toplum eczacısı olarak faaliyet gösteren eczacıların sosyal medya platformlarında fikir liderleri kullanımı yoluyla takviye edici gıda ve bitkisel içerikli ürün tanıtımına ve pazarlanmasına bakışlarının derinlemesine anlaşılması amaçlanmaktadır. Gereç ve Yöntem: Bu araştırma nitel araştırma deseninde durum çalışması olarak planlanmıştır. Araştırmada veri toplamak için yarı yapılandırılmış görüşme tekniği kullanılmıştır. Veriler ham şekilde kâğıda döküldükten sonra tematik analiz yoluyla çözümlenerek kodlanmıştır. Veriler arasında bağlantı kurabilmek amacıyla temalar ve alt temalar oluşturulmuştur. Sonuç ve Tartışma: Çalışmaya 12 toplum eczacısı katılmıştır. Yapılan tematik analiz sonucunda araştırma bulguları üç ana tema altında toplanmıştır. Bunlar “pazarlamada fikir lideri kullanımına ilişkin tutumlar”, “fikir liderlerinin özellikleri” ve “fikir liderliği rolünü benimseme”dir. Bu çalışmada bazı eczacılar fikir liderliği rolü konusunda ılımlı görüş bildirirken, diğerleri de eczacıların fikir liderliği rolüne karşıt görüş bildirmişlerdir. Bu çalışmada eczacılar, gelecekte eczacıların sosyal medyada fikir lideri rolü benimseyebilmesi için çeşitli yasal düzenlemelerin yapılması gerektiği ve bir sağlık profesyoneli olarak profesyonel anlamda bir sosyal medya hesabını yönetebilmek için yetkinliğin önemini vurgulamışlardır.

Anahtar Kelimeler

• Bitkisel ürün
• dijital pazarlama
• fikir liderliği
• sosyal medya
• takviye edici ürün

Kaynakça

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