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THE EFFECTS OF SOCIAL MEDIA USERS' PERCEPTION ON THE BRANDING OF HEALTH SERVICES OF PRIVATE HOSPITALS
Abstract
This research aims at exploring the perceptions of the social media users about health services offered by university hospitals (foundation university) in Istanbul. The research survey has been constructed by using scales (internet, social media, servqual, employer brand) in the literature. A questionnaire was applied to 276 outpatients at this hospital. The survey responses collected in the study were analyzed and interpreted using SPSS for Windows 22.00 and AMOS 22.0 program. Confirmatory factor analyzes of the scales were performed and the relationships between variables were analyzed by using path analysis. Reliability and validity analysis, confirmatory factor analysis, correlation and regression analyzes were performed on the scales. In this study, the Cronbach's Alpha values of each of the three scales used in the study are at a high level of reliability. Confirmatory Factor Analysis (CFA) was investigated for each scale with the AMOS 22.0 package program. In the study model, x2 / df (1.843) and (p <0.05) results were obtained. Also model fit indices; RMSEA (0.054) GFI (0.836) CFI (0.914) and SRMR (0.0519). This study gives feedback to the health managers by drawing their attention to the importance of research findings.
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