Designing and Explaining the Effectiveness Model of Social Networking-Based Advertising in the Marketing of Private Health Care Centers (Mixed Approach: Theme Analysis-Structural Equation Modeling)

The aim of this study was to design an effective model of advertising based on social networks in the field of marketing of private health care centers. This research is mixed (qualitative-quantitative) in terms of approach, exploratory, and in terms of data analysis. In the qualitative phase of the research and in order to achieve the research model, the method of content analysis (theme analysis) was used. Therefore, it was put on the agenda by conducting interviews with senior managers of private health care centers who were familiar with the areas of healthcare marketing management, social media-based marketing, and healthcare management. In the qualitative phase of the research, because the content analysis method (theme analysis) was used, the main tool for data collection was in-depth and unstructured interviews with experts. In the quantitative phase of the research, the main data collection tool was a closed and researcher-made questionnaire consisting of 42 items that was designed based on the initial conceptual model. In the quantitative phase of the research, three software software SPSS, LISREL and smartPLS were used for descriptive and inferential analysis. Finally, the research results led to the design of a model for the effectiveness of social network-based advertising in the field of marketing of private health care centers, and the hypothetical relationships of the model in a large community were tested and confirmed.