THE MEDIATING ROLE OF PATIENT-PHYSICIAN COMMUNICATION AND PATIENT SATISFACTION IN THE EFFECT OF SOCIAL MEDIA USE ON PHYSICIAN BRANDING IN HEALTH SERVICE PREFERENCE

Authors : Ali Göde

Pages : 771-789

Doi:10.61859/hacettepesid.1726686

View : 171 | Download : 328

Publication Date : 2025-12-24

Article Type : Research Paper

Abstract :This study aims to examine the effect of social media use on physician branding in healthcare service preferences and to evaluate the mediating role of patient-physician communication and patient satisfaction in this effect. The model developed for the research purpose was shaped in the light of previous literature and causal relationships. The study was conducted in November-December 2024 using a cross-sectional design. The population of the study consists of individuals aged 18 and over residing in Turkey. Data were collected from 445 participants using convenience sampling method. SPSS 26 software was used to analyze the data. In the analysis process; PROCESS Macro (Model 6) was preferred for descriptive statistics, Pearson correlation analysis and serial mediation test. Of the 445 participants, 68.5% were female, 68.3% were between the ages of 18-29 and 76.4% were single. Most of the participants have associate\\\'s/undergraduate degrees (78.2%) and 41.8% of them live in city centers. In the last year, 49.1% had visited the hospital 1-3 times and the majority (87.6%) preferred public hospitals. The total effect (β=0.391, 95% CI [0.198, 0.310]) and direct effect (β=0.268, 95% CI [0.125, 0.223]) of social media use before healthcare service preference on physician branding were found to be significant. In this context, it was determined that physician-patient communication and patient satisfaction had a serial mediating role. The partial serial mediation effect of the effect of social media use before healthcare service preference on physician branding was determined through patient-physician communication and patient satisfaction variables. These results provide empirical evidence that effective management of physicians\\\' interactions on their digital platforms can increase brand value by improving patient experiences.
Keywords : Hekim-Hasta İletişimi, Hasta Memnuniyeti, Hekim Markalaşması, Sağlık Hizmeti Tercihinde Sosyal Medya.

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