TITLE:
The Effect of Consumer Attitude on the Effect of Social Media Marketing on Hospital Promotion Activities through Content Marketing
AUTHORS:
Busra Yuceer, Omer Faruk Sarkbay, Murat Basal
KEYWORDS:
Social Media, Marketing, Hospital Promotion, Content Marketing, Consumer Attitude
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.12 No.2,
February
27,
2024
ABSTRACT: Technology
plays an important role in science, engineering and everyday life. Social media
marketing is a powerful way for businesses of all sizes to reach potential
customers. People use social media platforms like Facebook, Instagram, and
LinkedIn to discover, learn about, follow, and shop for brands. In order to
thrive in the competitive market and mitigate potential risks, hospitals must
effectively communicate with their customers during the changing process,
leveraging their health systems and medical practices. Using social media
channels, hospitals employ a marketing strategy to engage and retain their
target audience by creating and sharing articles, videos, podcasts, and other
content related to their businesses. Consumer attitudes refer to a set of
behavioral intentions, cognitive beliefs and emotions regarding a product or
behavior. The aim of this study is to determine the impact of content marketing
on consumer attitudes in the promotional activities of healthcare enterprises
that promote hospitals through social media marketing activities. The
questionnaire form created within the scope of the study was applied to
consumers in the Istanbul universe via Google form. The data obtained within
one month were analyzed in SPSS statistical program. As a result of the Anova and
t-test analysis methods in the study, the hypotheses related to the model
created were tested and it was concluded that hospital promotions made through
social media have a positive effect on consumer attitudes as a result of using
content marketing management. In order to determine sectoral differences, it is
recommended to conduct the study in other fields during this process of
intensive digitalization.