INVESTIGATION OF THE EFFECT OF SOCIAL MEDIA MARKETING ON DOCTOR BRANDING IN THE HEALTH SECTOR

Ali Göde; Yunus Emre Öztürk; Fatma Nuray Kuşcu

Makale detayları

INVESTIGATION OF THE EFFECT OF SOCIAL MEDIA MARKETING ON DOCTOR BRANDING IN THE HEALTH SECTOR

Yazarlar:

Ali Göde | Yunus Emre Öztürk | Fatma Nuray Kuşcu

Yayıncı:

Burdur Mehmet Akif Ersoy University

Ana Başlıklar:

Hospital Management

Dergi:

Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty Vol.10 Issue 3, pp.2280-2295

Belge Tipi:

Makale

Yayın Tarihi:

11/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001304352

pISSN:

2149-1658

Anahtar kelimeler:

Özet:

 In this research, it was conducted to examine the effect of social media marketing on doctor branding. In line with the purpose of the research; 547 people selected by simple random sampling method among the students continuing their education at the university constitute the research sample group and the data were collected by applying a face-to-face questionnaire. In the research, Personal Information Form, Social Media Marketing Scale in the Health Sector and Doctor Branding Scale were used. Data were analyzed with SPSS. As a result of determining that the data are normally distributed as a method of analysis; simple linear regression, pearson correlation, ANOVA and independent groups t test were applied. As a result of the research, it was determined that the social media marketing of the participants had a statistically significant and positive effect on doctor branding. In the light of these results, it is predicted that the level of doctor branding will increase as individuals increase social media marketing in the health sector.

 In this research, it was conducted to examine the effect of social media marketing on doctor branding. In line with the purpose of the research; 547 people selected by simple random sampling method among the students continuing their education at the university constitute the research sample group and the data were collected by applying a face-to-face questionnaire. In the research, Personal Information Form, Social Media Marketing Scale in the Health Sector and Doctor Branding Scale were used. Data were analyzed with SPSS. As a result of determining that the data are normally distributed as a method of analysis; simple linear regression, pearson correlation, ANOVA and independent groups t test were applied. As a result of the research, it was determined that the social media marketing of the participants had a statistically significant and positive effect on doctor branding. In the light of these results, it is predicted that the level of doctor branding will increase as individuals increase social media marketing in the health sector.

 In this research, it was conducted to examine the effect of social media marketing on doctor branding. In line with the purpose of the research; 547 people selected by simple random sampling method among the students continuing their education at the university constitute the research sample group and the data were collected by applying a face-to-face questionnaire. In the research, Personal Information Form, Social Media Marketing Scale in the Health Sector and Doctor Branding Scale were used. Data were analyzed with SPSS. As a result of determining that the data are normally distributed as a method of analysis; simple linear regression, pearson correlation, ANOVA and independent groups t test were applied. As a result of the research, it was determined that the social media marketing of the participants had a statistically significant and positive effect on doctor branding. In the light of these results, it is predicted that the level of doctor branding will increase as individuals increase social media marketing in the health sector.

 Bu araştırmada, sosyal medya pazarlamasının doktor markalaşmasını üzerine etkisini incelemek amacıyla yapılmıştır. Araştırmanın amacı doğrultusunda; üniversitede eğitim öğretimine devam etmekte olan öğrenciler içersinden basit seçkisiz örneklem metodu ile seçilen 547 kişi araştırma örneklem grubunu oluşturmakta olup veriler yüz yüze anket uygulanarak toplanmıştır. Araştırmada, Kişisel Bilgi Formu, Sağlık Sektöründe Sosyal Medya Pazarlaması Ölçeği ve Doktor Markalaşması Ölçeği kullanılmıştır. Veriler SPSS ile analiz yapılmıştır. Analiz metodu olarak verilerin normal dağıldığı belirlenmesi neticesinde; basit doğrusal regresyon, pearson korelasyon, ANOVA ve bağımsız gruplarda t testi uygulanmıştır. Araştırmanın neticesinde, araştırmaya katılanların sosyal medya pazarlamasının doktor markalaşmasını üzerine istatistiksel açıdan anlamlı ve pozitif yönlü bir etkisi olduğu tespit edilmiştir. Bu sonuçlar ışığında bireylerde sağlık sektöründe sosyal medya pazarlamasını artıkça doktor markalaşması düzeyinin de artacağı ön görülmektedir.

Makale detayları

INVESTIGATION OF THE EFFECT OF SOCIAL MEDIA MARKETING ON DOCTOR BRANDING IN THE HEALTH SECTOR

Yazarlar:

Ali Göde | Yunus Emre Öztürk | Fatma Nuray Kuşcu

Yayıncı:

Burdur Mehmet Akif Ersoy University

Ana Başlıklar:

Hospital Management

Dergi:

Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty Vol.10 Issue 3, pp.2280-2295

Belge Tipi:

Makale

Yayın Tarihi:

11/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001304352

pISSN:

2149-1658

Health Sector

Social Media Marketing

Physician BrandingSağlık Sektörü

Sosyal Medya Pazarlaması

Doktor Markalaşması

Sayı

Makale detayları

INVESTIGATION OF THE EFFECT OF SOCIAL MEDIA MARKETING ON DOCTOR BRANDING IN THE HEALTH SECTOR

Yazarlar: Ali Göde | Yunus Emre Öztürk | Fatma Nuray Kuşcu

Yayıncı: Burdur Mehmet Akif Ersoy University

Ana Başlıklar: Hospital Management

Dergi: Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty Vol.10 Issue 3, pp.2280-2295

Belge Tipi: Makale

Yayın Tarihi: 11/2023

Belge Dili: İngilizce

Document ID (Org No.): 2001304352

pISSN: 2149-1658

Health Sector

Social Media Marketing

Physician BrandingSağlık Sektörü

Sosyal Medya Pazarlaması

Doktor Markalaşması

Sayı

Yazarlar:

Ali Göde | Yunus Emre Öztürk | Fatma Nuray Kuşcu

Yayıncı:

Burdur Mehmet Akif Ersoy University

Ana Başlıklar:

Hospital Management

Dergi:

Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty Vol.10 Issue 3, pp.2280-2295

Belge Tipi:

Makale

Yayın Tarihi:

11/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001304352

pISSN:

2149-1658