Snyman L, Visser J H
SADJ. 2014 Jul;69(6):258, 260-4.
The purpose of the study was to identify and understand social media usage behaviour of dentists in South Africa, in general and in particular as part of their marketing strategy and to consider the potential determinants associated with these behaviours.
Dentists who are members of the South African Dental Association were requested to anonymously complete an online questionnaire. Apart from demographic information, respondents were asked to report on their use of social media and their adoption of social media marketing. One-on-one interviews were also conducted with three dentists, to gain a deeper understanding of their adoption of this marketing option.
South African dentists have started to embrace social media and 50.2% interact through these channels at least once a day. The most popular social media platforms are GooglePlus and Facebook. Respondents use social media mainly for personal purposes, including staying connected to family and friends.. Only 13.2% of those responding currently use social media as a marketing tool, but the majority (83.5%) predict that such usage will increase in future.
Social media marketing is a growing trend and will become more significant in future. Although respondents used social media regularly for personal purposes, most are only now starting to use it as a marketing tool.
本研究的目的是识别并了解南非牙医的社交媒体使用行为，总体情况以及特别是作为其营销策略一部分的情况，并考虑与这些行为相关的潜在决定因素。
要求南非牙科协会的会员牙医匿名填写一份在线问卷。除了人口统计学信息外，还要求受访者报告他们对社交媒体的使用情况以及对社交媒体营销的采用情况。还与三位牙医进行了一对一访谈，以更深入地了解他们对这种营销方式的采用情况。
南非牙医已开始接受社交媒体，50.2% 的人每天至少通过这些渠道互动一次。最受欢迎的社交媒体平台是谷歌+和脸书。受访者使用社交媒体主要是出于个人目的，包括与家人和朋友保持联系。目前只有13.2% 的受访者将社交媒体用作营销工具，但大多数人（83.5%）预测这种使用情况未来将会增加。
社交媒体营销是一种不断发展的趋势，未来将变得更加重要。尽管受访者经常出于个人目的使用社交媒体，但大多数人现在才开始将其用作营销工具。
