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Avrasya Ekonometri �statistik ve Ampirik Ekonomi DergisiYl:2020 Say: 17 Alan: Ampirik ktisat

Melih GNEY, Mine M. AFACAN FINDIKLI
DJTAL PAZARLAMADA SOSYAL MEDYA REKLAMLARININ ZEL SALIK KURUMLARINA OLAN ETKLER
 
Gnmz dnyasnda hzla gelien teknolojiler ve bu teknolojilere son kullanclarn eriiminin kolaylamas phesiz ki internet ve sosyal medyann marka ve iletmeler asndan bir pazarlama arac olarak ele alnmasna imkan tanmtr. Bu durum kullanc alg ve satn alma davranlarnn her zamankinden daha fazla nem kazanmasna sebebiyet vermitir. Aratrmaclar gemite yapm olduklar aratrmalarla ortaya koyduklar model ve teorilere istinaden kullanclarn gerek sosyal medyaya olan bak asn gerekse sosyal medya zerinden yaplan satn alma davranlarn aklamaya almtr. Yaplan bu aratrmalarda aratrmaclarn tketicilerin sosyal medya zerinden satn alma davranna ynelik alglarnn lmeye alt grlmektedir. Bununla birlikte tketicinin satn alma davrann gerekletirip gerekletirmediine ynelik saysal bir analize ise literatrde rastlanmamaktadr.Bu almada, zel salk sektrnde faaliyet gsteren hastanelerin yapm olduklar sosyal medya reklamlarnn zel salk kurumlarnn ktlarna (randevu says, muayene says, ameliyat says, ciro, zel salk kurumlarnn web sitelerini ziyaret eden kullanc says, zel salk kurumlarnn web sitelerini arama motorlar araclyla ziyaret eden kullanc says) olan etkileri ve bu ktlarn zel salk kurumlarnda reklam veren yneticilerin reklam verme eilimlerine yapm olduu etkiler Planl Davran Modeli temelinde incelenmitir.

Anahtar Kelimeler: zel Salk Sektr, Salk Hizmetleri Pazarlamas, Dijital Pazarlama, Sosyal Medya, nternet Reklamcl


EFFECTS OF SOCIAL MEDIA ADS IN DIGITAL MARKETING ON PRIVATE HEALTH INSTITUTIONS
 
In today's world, the rapidly developing technologies and the ease of access to these technologies by the end-users undoubtedly enabled the internet and social media to be considered as a marketing tool for brands and businesses. This situation has caused user perception and purchasing behavior to gain more importance than ever before. Researchers have tried to explain both viewpoints of users regarding social media and their behavior of purchasing through social media, based on the models and theories they have put forth with their past research. In the studies carried out before, it is seen that researchers have tried to measure the perceptions of consumers towards the behavior of purchasing through social media. However, a numerical analysis as to whether the consumer carries out the purchasing behavior or not is not encountered in the literature.On the basis of the Planned Behavior Model, this study investigates the effects of social media advertisements of the hospitals operating in the private health sector on the outputs of the private health institutions (the number of appointments, examinations, operations, turnover, the number of users visiting the websites of the private health institutions) and the effects of these outputs on the advertising tendencies of the managers of private health institutions.

Keywords: Private Health Institutions, Healthcare Marketing, Digital Marketing, Social Media, Online Advertising


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