Analyzing the Role of Hospitals Internet Marketing in the Development of International Markets

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Jafari Titkanloo Saeed; Asgharzadeh Hasan

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Title

Analyzing the Role of Hospitals Internet Marketing in the Development of International Markets

Author(s)

Jafari Titkanloo Saeed | Asgharzadeh Hasan | Issue Writer Certificate

Keywords

Internet Marketing Capabilities

Services Export Growth

Medical Tourism

International Opportunity Recognition

Abstract

Marketing activities to attract foreign customers in the process of exporting goods are quite common; The purpose of this study was to investigate the impact of hospitals' Internet marketing activities on identifying export opportunities and expanding services export in Medical Tourism. This research is applied in terms of purpose and descriptive in method. In this study, after developing the research model and extracting the relevant hypotheses, a questionnaire was developed and its validity and reliability were confirmed. Face validity and divergent validity were used to assess validity, and Cronbach's alpha coefficient was used to measure reliability. The statistical population of the study consisted of 50 private hospitals in Tehran, Mashhad, Isfahan and Shiraz. The sample size was 44 using Cochran formula. They were selected using simple random sampling. Finally, the research questionnaire was distributed among the staff of the International Patient Reception Unit. Structural equation modeling and PLS software were used to analyze the data. The results show that hospitals' Internet Marketing Capabilities are effective in identifying export opportunities and export growth of Medical Tourism services. The indirect effect of Internet Marketing Capabilities on export growth of Medical Tourism services was also confirmed by identifying export opportunities.

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APA: Copy

Jafari Titkanloo, Saeed, & Asgharzadeh, Hasan. (2020). Analyzing the Role of Hospitals Internet Marketing in the Development of International Markets. JOURNAL OF INTERNATIONAL BUSINESS ADMINISTRATION, 3(1 ), 65-82. SID. https://sid.ir/paper/358108/en

Vancouver: Copy

Jafari Titkanloo Saeed, Asgharzadeh Hasan. Analyzing the Role of Hospitals Internet Marketing in the Development of International Markets. JOURNAL OF INTERNATIONAL BUSINESS ADMINISTRATION[Internet]. 2020;3(1 ):65-82. Available from: https://sid.ir/paper/358108/en

IEEE: Copy

Saeed Jafari Titkanloo, and Hasan Asgharzadeh, “Analyzing the Role of Hospitals Internet Marketing in the Development of International Markets,” JOURNAL OF INTERNATIONAL BUSINESS ADMINISTRATION, vol. 3, no. 1 , pp. 65–82, 2020, [Online]. Available: https://sid.ir/paper/358108/en

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