Use of social media in healthcare

Our study describes the potential use of social media by hospitals in general and focuses on its actual use by Lebanese and American hospitals. We carried out an investigation concerning both countries' hospitals in order to determine each their level of involvement, and its public's level...

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Bibliographic Details
Published in:Health marketing quarterly 2022-04, Vol.39 (2), p.173-190
Main Authors: Elhajjar, Samer, Ouaida, Fadila
Format: Article
Language:English
Subjects:
Conent analysis
digital marketing
healthcare
social media
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Summary:Our study describes the potential use of social media by hospitals in general and focuses on its actual use by Lebanese and American hospitals. We carried out an investigation concerning both countries' hospitals in order to determine each their level of involvement, and its public's level of engagement. This study also compares the way people react on each post, depending on the social network platform, the nature of each post, and the category of topics discussed. The results of this investigation unveiled a great disparity between these two countries concerning the frequency and the number of posts.
ISSN:0735-9683
1545-0864
DOI:10.1080/07359683.2021.2017389