HEKIMLERIN DENEYIMSEL DEGER ALGISINA DAIR BIR MODEL ÖNERISI: ILAÇ SEKTÖRÜ ÖRNEGI

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dc.contributor.authorSezgin, Semih
dc.contributor.authorKiliç, Sabiha
dc.date.accessioned2025-03-23T18:55:13Z
dc.date.available2025-03-23T18:55:13Z
dc.date.issued2023
dc.departmentSinop Üniversitesi
dc.description.abstractÇalismanin temel amaci, sosyal medya platformlarinda hekimlerin deneyimsel deger algilarina dair bir model önerisinin gelistirilmesidir. Çalismada ayni zamanda ilaç firmalarinin sosyal medya platformlari üzerinden yürüttükleri pazarlama aktivitelerinin hekimlerin deneyimsel deger algilari üzerinde etkisinin olup olmadiginin belirlenmesi de amaçlanmaktadir. Bu amaçlar kapsamda veriler ilaç firmalarinin sosyal medya platformlarini takip eden 388 hekimin katildigi anket yöntemiyle elde edilmistir. Verilerin analizinde tanimlayici istatistikler, güvenilirlik ve normallik testleri kullanilmistir. Çalismanin Dogrulayici Faktör Analizleri (DFA) ve Yol analizleri IBM AMOS 24 paket programi araciligiyla gerçeklestirilmistir. Çalismada DFA ile veri setinin modele uyumu test edilmis ve veri setinin model uyum degerlerinin kabul edilebilir düzeyde oldugu görülmüstür. Bununla beraber yol analizleri olusturularak kurulan hipotezler test edilerek çalisma bulgulari degerlendirilmistir. Çalisma sonucunda elde edilen bulgulara göre, ilaç firmasi sosyal medya pazarlama aktivitelerinden bilgilendirme ve agizdan agiza iletisim faktörlerinin genel anlamda hekimlerin deneyimsel deger algisina etkisinin oldugu ve bu etkinin pozitif oldugu saptanmistir.
dc.description.abstractThe 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.
dc.identifier.endpage86
dc.identifier.issn2718-1006
dc.identifier.issue2
dc.identifier.startpage61
dc.identifier.urihttps://hdl.handle.net/11486/2463
dc.identifier.volume4
dc.language.isoen
dc.publisherAkademik Çalismalar Dernegi
dc.relation.ispartofJournal of Management Theory and Practices Research
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.snmzKA_DergiPark_20250323
dc.subjectDENEYIMSEL DEGER
dc.subjectSOSYAL MEDYA PAZARLAMASI
dc.subjectILAÇ SEKTÖRÜ
dc.titleHEKIMLERIN DENEYIMSEL DEGER ALGISINA DAIR BIR MODEL ÖNERISI: ILAÇ SEKTÖRÜ ÖRNEGI
dc.title.alternativeA MODEL PROPOSAL ON PHYSICIAN'S EXPERIENTIAL PERCEPTION OF VALUE: PHARMACEUTICAL SECTOR EXAMPLE
dc.typeArticle

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