Social media and hospital brands: A field study in Turkey

The objective of this study is to evaluate the respondents’ use of social media and explore whether there are any differences, according to their demographics and social media use behaviors. The study was conducted on the Facebook pages of three hospitals in Turkey and totally, 443 questionnaires were completed. Frequency, mean and percentage distributions were calculated and Factor Analysis, Kruskal-Wallis and Mann-Whitney U tests were conducted in order to achieve the objectives of this study. As a result, healthcare organizations should enhance their presence and be more active on social media in order to increase the perceived benefits of the users and to strengthen their brands.