- Ege Akademik Bakış Dergisi
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- Marketing and Social Media Management in Healthcare: A Bibliometric Analysis (2015-2024)
Marketing and Social Media Management in Healthcare: A Bibliometric Analysis (2015-2024)
Authors : Faruk Yılmaz
Pages : 113-128
Doi:10.21121/eab.20260108
View : 125 | Download : 162
Publication Date : 2026-01-03
Article Type : Research Paper
Abstract :This study presents a bibliometric analysis of peer-reviewed articles from the Web of Science (2015–2024) to examine the evolution of marketing and social media management in healthcare. Three search strategies “topic-based”, “title-focused”, and “Türkiye-specific” identify publication trends, collaboration networks, and thematic shifts. Results indicate a 16.44% annual growth in publications, driven by digital transformation and pandemic-related studies. The United States, the United Kingdom, and China lead in research output, while Türkiye, despite ranking among the top 20 contributors and increasing its academic engagement, shows limited international collaboration (6.5%). Topic-based searches emphasize “social media,” “COVID-19,” and “public health,” while refined searches highlight “marketing,” “branding,” “health communication,” and “patient satisfaction.” “Twitter,” “Facebook,” and “YouTube” play key roles in patient engagement and information dissemination. By mapping thematic shifts, this study uncovers global trends, regional collaborations, and Türkiye’s distinct contributions, underscoring the evolving role of social media and communication strategies in healthcare marketing.Keywords : Sağlık hizmetleri pazarlaması, sosyal medya, bibliyometrik analiz, sağlık iletişimi, hasta katılımı.
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