All Title Author
Keywords Abstract

Publish in OALib Journal
ISSN: 2333-9721
APC: Only $99


Relative Articles


The Effect of Hospitals’ Social Media Marketing on Patients’ Health Perception: Research in Istanbul Province

DOI: 10.4236/sm.2024.142007, PP. 121-143

Keywords: Hospital, Social Media, Marketing, Patient, Health Perception

Full-Text   Cite this paper   Add to My Lib


Nowadays, the market in this sector encompasses almost every kind of healthcare service, such as health systems, hospitals, providers with multiple locations, individual practices, pharmaceutical companies, medical device manufacturers, health insurance plans, consumer brands, and more. Hospitals provide health services and care to sick or injured individuals through the expertise of doctors and nurses. Social media refers to interactive technologies that enable individuals to create, share, and express information, ideas, interests, and various forms of expression through virtual communities and networks; these communities and networks are established based on the prevalent internet connectivity that has become widespread in the digital era. The lifeblood of social media is user-generated content, which includes text posts or comments, digital photos or videos, and data generated through online interactions. Social media can help foster an individual’s sense of connection to real or online communities and can be an effective communication tool. Having discovered the impact of this channel on consumers, business owners have included this area in their marketing strategies. It becomes critical to define and measure patients’ perceptions of healthcare quality and to better understand what drives these perceptions. Today, there is a request to compile a summary of patients’ viewpoints on health plans, hospitals, doctors, and overall health services. This study aims to investigate the impact of social media activities employed by hospitals in promoting their health services on patients’ perception, specifically referring to the physical stimulation experienced by patients through their sensory organs. The questionnaire form created in this direction was then used as Google Form to obtain data. We acquired data regarding the opinions of social media users who receive hospital services in Istanbul. The 397 collected data were analyzed using SPSS, one of the statistical programs. The acceptance of our hypotheses designed according to the model was determined as a result of the Anova and t test. In order to achieve positive outcomes for consumers using social media, hospital services should be conducted correctly and adhered to accordingly, as a consequence of this outcome. In future studies, it is recommended that the study be applied throughout Türkiye.


[1]  Açıksöz, S., Uzun, Ş., & Arslan, F. (2013). HemŞirelik öğrencilerinin Sağlık Algısı ile Sağlığı GeliŞtirme DavranıŞları Arasındaki İliŞkinin İncelenmesi. Gülhane Tıp Dergisi, No. 55, 181-187.
[2]  Awan, F. H., Dunnan, L., Jamil, K., Gul, R. F., Guangyu, Q., & Idrees, M. (2021). Impact of Role Conflict on Intention to Leave Job with the Moderating Role of Job Embeddedness in Banking Sector Employees. Frontiers in Psychology, 12, Article 719449.
[3]  Balci, A. (2013). Sosyal bilimlerde araŞtırma yöntem, teknik ve ilkeler. Pegem Akademi Yayınları, 100.
[4]  Beig, F. A., & Khan, M. F. (2018). Impact of Social Media Marketing on Brand Experience: A Study of Select Apparel Brands on Facebook. Vision, 22, 264-275.
[5]  Chen, S. C., & Lin, C. P. (2019). Understanding the Effect of Social Media Marketing Activities: The Mediation of Social Identification, Perceived Value, and Satisfaction. Technological Forecasting and Social Change, 140, 22-32.
[6]  Chen, X., & Qasim, H. (2021). Does E-Brand Experience Matter in the Consumer Market? Explaining the Impact of Social Media Marketing Activities on Consumer-Based Brand Equity and Love. Journal of Consumer Behaviour, 20, 1065-1077.
[7]  Chen, Y.-S., Lin, C.-Y., & Weng, C.-S. (2015). The Influence of Environmental Friendliness on Green Trust: The Mediation Effects of Green Satisfaction and Green Perceived Quality. Sustainability, 7, 10135-10152.
[8]  Cheung, M. L., Pires, G. D., Rosenberger III, P. J., Leung, W. K. S., & Ting, H. Constantinides, E., & Zinck Stagno, M. C. (2011). Potential of the Social Media as Instruments of Higher Education Marketing: A Segmentation Study. Journal of Marketing for Higher Education, 21, 7-24.
[9]  Diamond, J. J., Becker, J. A., Arenson, C. A., Chambers, C. V., & Rosenthal, M. P. (2007). Development of a Scale to Measure Adults’ Perceptions of Health: Preliminary Findings. Journal of Community Psychology, 35, 557-561.
[10]  Dutot, V. (2020). A Social Identity Perspective of Social Media’s Impact on Satisfaction with Life. Psychology & Marketing, 37, 759-772.
[11]  Ebrahim, R. S. (2020). The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing, 19, 287-308.
[12]  ErtaŞ, H., Kıraç, R., & Demir, R. N. (2019). Dijital Okuryazarlık ve E-Sağlık Okuryazarlığı Arasındaki İliŞkinin İncelenmesi. In 3. Uluslararası 13. Ulusal Sağlık ve Hastane İdaresi Kongresi. Sakarya üniversitesi.
[13]  Farivar, F., & Richardson, J. (2021). Workplace Digitalisation and Work-Nonwork Satisfaction: The Role of Spillover Social Media. Behaviour & Information Technology, 40, 747-758.
[14]  Gençyürek, E. M. (2019). E-Sağlık Okuryazarlığı: Dijital Mecralarda Sağlık Reklamları. Doktora Tezi, Selçuk üniversitesi Sosyal Bilimler Enstitüsü.
[15]  Hafez, M. (2021). The Impact of Social Media Marketing Activities on Brand Equity in the Banking Sector in Bangladesh: The Mediating Role of Brand Love and Brand Trust. International Journal of Bank Marketing, 39, 1353-1376.
[16]  Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A New Criterion for Assessing Discriminant Validity in Variance-Based Structural Equation Modeling. Journal of the Academy of Marketing Science, 43, 115-135.
[17]  Ibrahim, B. (2021). Social Media Marketing Activities and Brand Loyalty: A Meta-Analysis Examination. Journal of Promotion Management, 28, 60-90.
[18]  IdeaSoft (2024).
[19]  Jarman, H. K., Marques, M. D., McLean, S. A., Slater, A., & Paxton, S. J. (2021). Social Media, Body Satisfaction and Well-Being among Adolescents: A Mediation Model of Appearance-Ideal Internalization and Comparison. Body Image, 36, 139-148.
[20]  Kadıoğlu, H., & Yıldız, A. (2012). Sağlık Algısı ölçeği’nin Türkçe çevriminin Geçerlilik ve Güvenilirliği. Türkiye Klinikleri, 32, 47-53.
[21]  Kuloğlu, Y., & Uslu, K. (2022). Geleceğin Sağlık çalıŞanlarında Sağlık Okuryazarlık Düzeyinin Sağlık Algısı üzerindeki Etkisi. DoğuŞ üniversitesi Dergisi, 23, 255-277.
[22]  Lee, H.-W., Kim, S., & Liew, J. (2021). Spectator Sports as Context for Examining Observers’ Agreeableness, Social Identification, and Empathy in a High-Stakes Conflict Situation. Psychological Reports, 124, 1788-1806.
[23]  Mahendra, P. T. (2021). Improve Customer Satisfaction Through Product Innovation in Social Media. Budapest International Research and Critics Institute-Journal, 4, 3719-3729.
[24]  Neter, E., & Brainin, E. (2012). Ehealth Literacy: Extending the Digital Divide to the Realm of Health Information. Journal of Medical Internet Research, 14, e19.
[25]  Pang, H. (2021). Identifying Associations between Mobile Social Media Users’ Perceived Values, Attitude, Satisfaction, and EWOM Engagement: The Moderating Role of Affective Factors. Telematics and Informatics, 59, Article 101561.
[26]  Royle, J., & Laing, A. (2014). The Digital Marketing Skills Gap: Developing a Digital Marketer Model for the Communication Industries. International Journal of Information Management, 34, 65-73.
[27]  Sirola, A., Kaakinen, M., Savolainen, I., Paek, H.-J., Zych, I., & Oksanen, A. (2021). Online Identities and Social Influence in Social Media Gambling Exposure: A Four-Country Study on Young People. Telematics and Informatics, 60, Article 101582.
[28]  Tarsakoo, P., & Charoensukmongkol, P. (2020). Dimensions of Social Media Marketing Capabilities and Their Contribution to Business Performance of Firms in Thailand. Journal of Asia Business Studies, 14, 441-461.
[29]  Uslu, D., & Şeremet, G. (2020). Bireylerin E-Sağlık Okuryazarlık Düzeyinin Belirlenmesi. Uluslararası Sağlık Yönetimi ve Stratejileri AraŞtırma Dergisi, 6, 386-394.
[30]  Wibowo, A., Chen, S.-C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience. Sustainability, 13, Article 189.
[31]  Yadav, M., & Rahman, Z. (2017). Measuring Consumer Perception of Social Media Marketing Activities in E-Commerce Industry: Scale Development & Validation. Telematics and Informatics, 34, 1294-1307.
[32]  Yadav, M., & Rahman, Z. (2018). The Influence of Social Media Marketing Activities on Customer Loyalty. Benchmarking, 25, 3882-3905.
[33]  Yüksekbilgili, Z. (2018). Sosyal Medya Pazarlama Aktiviteleri ölçeğinin Türkçeye Uyarlanması: Güvenirlik ve Geçerlilik çalıŞması. Selçuk üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, 21, 149-157.
[34]  Zollo, L., Filieri, R., Rialti, R., & Yoon, S. (2020). Unpacking the Relationship between Social Media Marketing and Brand Equity: The Mediating Role of Consumers’ Benefits and Experience. Journal of Business Research, 117, 256-267.


comments powered by Disqus

Contact Us


WhatsApp +8615387084133

WeChat 1538708413