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Author
Güzel Alper (Gazi University, Turkey), Tengilimoğlu Dilaver (Atılım University, Turkey), Ekiyor Aykut (Gazi University, Turkey)
Title
Social Media and Hospital Brands: A field Study in Turkey
Source
Journal of Economics & Management / University of Economics in Katowice, 2015, nr 22, s. 16-31, tab., bibliogr. 31 poz.
Keyword
Media społecznościowe, Marka, Szpitalnictwo
Social media, Brand, Hospital service
Note
summ.
Abstract
The objective of this study is to evaluate the respondents' use of social media and explore whether there are any differences, according to their demographics and social media use behaviors. The study was conducted on the Facebook pages of three hospitals in Turkey and totally, 443 questionnaires were completed. Frequency, mean and percentage distributions were calculated and Factor Analysis, Kruskal-Wallis and Mann-Whitney U tests were conducted in order to achieve the objectives of this study. As a result, healthcare organizations should enhance their presence and be more active on social media in order to increase the perceived benefits of the users and to strengthen their brands.(original abstract)
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The Library of University of Economics in Katowice
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ISSN
1732-1948
Language
eng
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