THE ROLE OF SOCIAL MEDIA IN THE PREFERENCE OF HEALTH INSTITUTION

Abstract

This study was carried out to determine the extent to which individuals reflect the use of social media in the choice of hospitals, the impact of publicity, advertisements and evaluations made in this environment, and the experiences gained after the service. This descriptive study was carried out on 120 people between the ages of 18-60, selected by random sampling method within the boundaries of Istanbul between 1 July 2019- 1 October 2019. In the research, the face-to-face questionnaire was used as a data collection tool. The Cronbach Alpha value of the questionnaire is 0.73. In the questionnaire, participants were asked a total of 19 questions, 2 of which were age and gender, like demographic data, and 16 of them, which were aimed at using media tools, following and influencing the publications. After the descriptive analysis of the data obtained from the questionnaire was made, it was calculated as frequency and percentage in the SPSS program. It was determined that the individuals participating in the study were predominantly women (70.8%) and the average age was 23.20 ± 6.80. The most used social media tool in the study was found to be an Instagram application with 48.3%. Findings obtained in the study were evaluated in 4 groups as Presentation, Sharing, Direction Finding and Reliability Theme. As a result of the study, communication via social media has a positive effect on the patient / individual. Concrete and realistic approaches are more effective than promotional applications. Due to the cautious approach of the individuals to the information on social media, it was concluded that the social media did not constitute the decision point although they made a positive contribution to the hospital preferences