Marketing υπηρεσιών υγείας: ακολουθώντας τα social media.
Healthcare marketing: following social media.
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Abstract
This thesis deals with the application of a new form of health services marketing through the social networking media. In the first chapter, the founding principles of the science of marketing are presented. Specifically, the concept is defined and the evolution with the passing years is analyzed. In addition, extended reference is made to the marketing mix and the basic characteristics of its services. Finally, the evolution of word of mouth communication is presented and its catalytic influence on the behavior and the decisions of the users / consumers is underlined. The second chapter presents how the internet as a means of communication is conquering marketing. Which is becoming more effective compared to the old methods we have used up till now. Certainly, with the use of the internet, word of mouth communication could not remain untouched, creating e-word of mouth communication. So in this chapter its significance is analyzed and comparison is made to WOM. In addition, reference is made to the application of the new platform Web 2.0, where the users have the ability to share information and to collaborate on-line. The third chapter introduces the concept of social networking and social networking media. Their characteristics are presented and also the changes that are brought about through their use. Finally, the most popular social networking media among the users are analyzed e.g. Facebook, Twitter, YouTube and LinkedIn. In the fourth chapter the research that was carried out for this thesis is presented. Specifically, its purpose is to investigate how much the users of social networking media participate in topics which concern health care. Finally, the results of the research are analyzed and correlations between the variables of the research are presented wherever they have special interest.
Corporate Department
Τεχνολογικό Εκπαιδευτικό Ίδρυμα ΠειραιάLanguage
GreekCollections
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Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 4.0 Διεθνές
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 4.0 Διεθνές