The Effect of Consumer Attitude on the Effect of Social Media Marketing on Hospital Promotion Activities through Content Marketing

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.