Alireza Golabdoost, Abbas Monavarian, Abbas Nargesian,
Volume 20, Issue 2 (9-2021)
Abstract
Background: Social media is one of the low cost tools used by many organizations. The purpose of this qualitative research is to present a public accountability model based on the use of social media in public universities of medical sciences in Tehran.
Materials and Methods: The present study was performed using Clark's position data analysis method. In-depth interviews were conducted with 21 experts in 1400 to extract the main components of this model. The subjects of this study were managers and experts of medical universities in Tehran (Tehran, Shahid Beheshti, Iran) that participants were selected using purposive sampling method of theoretical sampling.
Results: The analysis of the accountability situation in medical universities showed that the "government" is the main and determining factor. Within this factor is the "Ministry of Health". The third factor is the "universities of medical sciences" and the social worlds active in it. The fourth factor is "public relations units", but in the corner of these overlapping factors is the "target community" factor.
Conclusion: The basis of accountability is reporting and information. Universities should give their staff the necessary leeway to report directly. According to the research findings, it is suggested that by forming a specialized department of public relations in relation to public accountability, in addition to identifying capacities, to remove existing barriers.
Mehrdad Estiri, Mitra Rezvani, Abbas Nargesian,
Volume 20, Issue 3 (12-2021)
Abstract
Background: The performance of nurses as the largest human resources element of health care organizations has an important impact on the quality and results of patients' treatment. The main purpose of this research is to investigate the impact of internal marketing orientation on nurses’ performance by considering the mediating role of nurses’ engagement.
Materials & Methods: In this regard, while reviewing the implications of internal marketing orientation, engagement with the job and performance of employees, using path analysis and structural equation modeling, we examined the effect of internal marketing orientation on the performance of nurses by examining the role of mediation in job engagement. The study population included nurses of Sasan and Parsian hospitals in Tehran. Stratified random sampling and a questionnaire were used to collect the data. In order to analyze the data, Kolmogorov-Smirnov tests were used for the normal test and Path Analysis and Structural Equation Modeling for confirmation of hypotheses.
Results: Results showed that internal marketing orientation, through the engagement of nurses, influences their performance. Moreover, it was proved that internal marketing orientation has a direct relationship with engagement, but it does not directly influence nurses’ performance.
Conclusion: The most significant achievement of this research is that the managers and executives of healthcare centers can provide a more suitable environment for nurses caring patients, through improving working conditions. Implementing internal marketing orientation is one of the practices that can enhance nurses’ performance through affecting work attitudes, especially work engagement.
