Abstract


THE PLACE OF SOCIAL MEDIA IN THE SELECTION OF HOSPITALS AND PHYSICIANS: AN APPLICATION IN PRIVATE HOSPITALS IN SAKARYA PROVINCE
Social media is a rapidly evolving field in information technology with increased use of technology and information technology. Every day, millions of people communicate with each other through social media, share, exchange information, evaluate their leisure time, and are used for different purposes. Organizations that want to keep up with the changes in the field have not started to use social media extensively in order to reach the target groups and gather information and suggestions. Today, not only the institutions, but also the physicians and hospitals, try to reach the consumers on social media. From all these considerations, the aim of this study is to identify the impact of social media that doctor/hospital is likely to prefer on individual behaviors.In this study, a questionnaire form was used which was used in the study of Fener and Çimen (2016). The study is carried out on 221 people who is served by private hospitals in Sakarya. The data were analyzed with SPSS 23.0 program and were evaluated through reliability analysis, exploratory factor analysis, correlation and regression analysis of the relationship between variables, T test and ANOVA analysis in one direction.According to the results of the study, the rate of use of social media tools is high (79.2%), while the percentage of participants who surveyed hospitals and doctors via social media is 68.8%, while 71.9% of them are researching at treatment and treatment methods.It has been found that the level of service purchase through social media is low (22.2%). 60.6% of the participants are women and between the ages of 21-30 (36.2%).It is concluded that the behavior of individuals on social media before the preference of the doctor/hospital affects in positive direction on the behavior of individuals on the means of social communication after the preference of the doctor/hospital(r= 0,637).

Keywords
Social Media, Hospital, Health, Hospital Preference, Physician Preference