تدوین مدل کیفی بازاریابی رسانه‌های اجتماعی در خرید تجهیزات پزشکی در شرایط بیماری کرونا جهت ارتقا سلامت عمومی افراد جامعه

زمینه و هدف: شیوع covid-19 یک اثر مخرب بر روی سیستم های بهداشتی جهانی با تاثیر موج دار بر همه جنبه های زندگی بشری داشته است؛ لذا هدف این مطالعه تدوین مدل کیفی بازاریابی رسانه های اجتماعی در خرید تجهیزات پزشکی در شرایط بیماری کرونا جهت ارتقا سلامت عمومی افراد جامعه بود.روش کار: جامعه آماری این مطالعه کیفی شامل تمام صاحب‌نظران دانشگاهی و خبرگان حوزه بازاریابی بود که اغلب عضو هیئت علمی دانشگاه‌های کشور و نیز افراد مجرب در حیطه بازاریابی به ویژه بازاریابی محصولات و تجهیزات پزشکی بودند. حجم نمونه‌ی ‌آماری 25 نفر تا رسیدن به اشباع نظری از طریق مصاحبه‌های دلفی نیمه‌ساختاریافته بود. یافته‌ها: نتایج نشان داد که مقوله ها در قالب 41 مقوله، 136 کد مفهومی و 256 گویه (سنجه) مشخص شد و در دل سازه‌های 6 گانه الگوی پارادایمی به صورت شرایط علّی (8 مقوله، 49 گویه و 28 مفهوم)، پدیده اصلی و مرکزی: بازاریابی رسانه‌های اجتماعی در خرید تجهیزات پزشکی، (3 مقوله، 40 گویه و 13 مفهوم)، راهبردها (5 مقوله، 46 گویه و 19 مفهوم)، شرایط زمینه ای (8 مقوله، 49 گویه و 32 مفهوم)، ‌شرایط مداخله گر یا میانجی (8 مقوله، 37 گویه و 29 مفهوم)، و پیامدها (4 مقوله، 35 گویه و 15 مفهوم) جای گرفتند.نتیجه‌گیری: به طور کلی می‌توان اینگونه بیان داشت که توجه به مدل کیفی مدل توسعه‌ی بازاریابی رسانه های اجتماعی در خرید تجهیزات پزشکی در شرایط بحرانی ویروسی می‌تواند زمینه‌ای مبنایی و ضرورتی تام و تمام برای پرداختن به حوزه‌ی بازاریابی رسانه های اجتماعی در شرایط بحرانی ویروسی در بازار ‌باشد.

development of a qualitative model of social media marketing in the purchase of medical equipment in the conditions of corona disease in order to improve the general health of the society

background & aims: the outbreak of covid-19 has had a devastating effect on global health systems with a ripple effect on all aspects of human life, and the outbreak of this disease began as an acute global emergency on january 30, 2020. different governments have implemented various strategies such as border closures, travel restrictions, and quarantines even in the countries that make up the world's largest economies, raising fears of an impending economic crisis and economic stagnation. its pandemic had a significant impact on world economic growth, and estimates so far show that the virus could reduce global economic growth if current conditions continue and increase the risk of global economic recession by approximately 2% per month, similar to what will happen during the great depression of the 1930s. therefore, it is important to identify the appropriate solutions for the market to be active and the economy wheel to move, so that these solutions can play an effective role in dealing with the spread of the coronavirus and increasing the public health of society while increasing the economic cycle. the present age is the age of communication and information. in this era, the use of the internet is expanding and it forms an important part of people's lives. nowadays, people use the internet and virtual space for shopping, collecting information, having conversations, and many other activities. meanwhile, social media are the most popular parts of virtual space for public use. social media are a group of internet-based tools that are based on the ideological foundation and web technology and allow users to create content and exchange it. unlike traditional media that send a one-way message to customers, social media is an ideal tool for continuous and two-way conversations with customers. social media marketing forces organizations to use social media applications to complement traditional business methods and offers them a new way of relational evaluation. give it seems that due to the ambiguities and limitations in the field of social media marketing, medical equipment sellers do not take much advantage of this marketing tool in the conditions of the corona disease. at the same time, all the market players need to use new methods of income generation to face threats such as many consumers and buyers not visiting in person due to the fear of corona disease. in addition, despite conducting numerous types of research in the field of social media abroad, this important field of science in the market of medical equipment has been less investigated in the current conditions of the market and especially its corona conditions. . it seems that considering the internet penetration rate of 82.12% in iran, it is necessary to investigate and solve the issue of social media marketing in the purchase of medical equipment in the conditions of corona disease, considering the existing foundations of the society; based on this, this research aims to clarify the role of social media marketing in the purchase of medical equipment in the conditions of the corona disease with the foundation's data theorizing approach. with this method, the researcher intends to produce a theory that has a deep connection with the data. as a result of this research, with the aim of identifying, categorizing, and designing the development model of social media marketing in the purchase of medical equipment in the conditions of corona disease, with the approach of data theorizing, the foundation, with an emphasis on qualitative and quantitative evaluation, developed the development model of social media marketing in the purchase of equipment. medicine deals with the corona disease, which is a basic and absolutely necessary field to deal with the field of social media marketing in the current market conditions.