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Sosyal Medyada Yer Alan Hekimlerin Algılanan Kaynak Güvenirliğinin Tüketicilerin Sağlık Kurumu Seçimindeki Etkisi

Year 2025, Volume: 12 Issue: 2, 463 - 483, 30.07.2025

Esma Ebru Şentürk , Melike Nur Adıgüzel

https://doi.org/10.17680/erciyesiletisim.1633240

Abstract

Gelişen bilişim teknolojileri sağlık alanındaki uzmanlıkları sağlık kurumlarının dört duvarı arasından alıp, her daim ulaşılabilir olan sosyal medya platformlarına taşımıştır. Bu kapsamda özellikle Covid-19 pandemisi sonrası birçok uzman hekim sosyal medya platformlarında uzmanlık alanlarıyla ilgili daha görünür olmuştur. Sosyal medyanın sağlık sektöründeki çok boyutlu önemi ve sağlıklı yaşam ve bilinçlenme konusundaki etkisinden dolayı tüketicilerin hastane seçimlerinde sosyal medyada yer alan hekimlerin etkisinin araştırılması çalışmanın çıkış noktasıdır. Bu nedenle bu araştırmanın temel amacı, tüketicilerin sosyal medyada takip ettikleri hekimlere yönelik algıladıkları kaynak güvenirliğinin sağlık hizmeti alacakları sağlık kurumu seçimi üzerindeki etkisinin belirlenmesidir. Araştırmanın evrenini Türkiye’de ikamet eden 18 yaş üzeri tüketiciler oluşturmaktadır. Bu çalışma, genel tarama modeline dayalı olarak gerçekleştirilmiş, online anket yöntemi kullanılmış ve 482 geçerli yanıt üzerinden analiz edilmiştir. Araştırma, demografik değişkenlerin algıları farklılaştırdığını ortaya koymuştur. Sonuçlar, sağlık kurumları ve hekimlerin sosyal medyadaki profesyonel duruşlarının, tüketicilerin sağlık hizmeti tercihlerini doğrudan etkilediğini göstermektedir. Ancak çekicilik gibi bazı boyutlardaki olumsuz etkiler, bireylerin sağlık kararlarında psikolojik ve sosyolojik faktörlerin daha fazla incelenmesi gerektiğini işaret etmektedir. Araştırma, sosyal medyanın sağlık sektöründe stratejik bir şekilde kullanılmasının gerekliliğini vurgulamaktadır.

Keywords

Kaynak güvenirliği Sosyal medya Hizmet seçimi Sağlıkta iletişim Hekimler

References

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The Impact of Influencer Physicians Perceived Source Credibility by Consumers on Healthcare Institution Choice

Year 2025, Volume: 12 Issue: 2, 463 - 483, 30.07.2025

Esma Ebru Şentürk , Melike Nur Adıgüzel

https://doi.org/10.17680/erciyesiletisim.1633240

Abstract

Advancing information technologies have extended medical expertise beyond health institutions to social media, making it more accessible. Since the pandemic, many specialist physicians have gained visibility on these platforms, influencing how people learn about health. This study explores the impact of doctors' social media presence on individuals' choice of healthcare providers, focusing on perceived source credibility. The research targets social media users in Türkiye over 18. This quantitative study was conducted based on the general survey model, using the online survey method, and analyzed based on 482 valid responses. Findings reveal that the professional stance of healthcare institutions and physicians on social media directly influences healthcare preferences. However, negative effects in attractiveness dimensions suggest that psychological and sociological factors in health decisions require further investigation. The study highlights the need for a strategic approach to social media use in the health sector.

Keywords

Source credibility Social media Service selection Communication in Health Physicians

References

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  • Boonchutima, S., & Sankosik, A. (2022). Online video game influencer’s credibility and purchase intention. Drustvena Istrazivanja, 31(4), 683–701. https://doi.org/10.5559/di.31.4.06
  • Chretien, K. C., & Kind, T. (2013). Social media and clinical care: Ethical, professional, and social implications. Circulation, 127(13), 1413–1421. https://doi.org/10.1161/CIRCULATIONAHA.112.128017
  • Clyde, J. W., Rodríguez, M. M. D., & Geiser, C. (2014). Medical professionalism: An experimental look at physicians’ Facebook profiles. Medical Education Online, 19(1), 23149. https://doi.org/10.3402/meo.v19.23149
  • Dewanthi, D. S. (2024). The effectiveness of food vlogger review on purchase intention toward food product (study on mega influencer). Business Economic, Communication, and Social Sciences Journal (BECOSS), 6(1), 41–53. https://doi.org/10.21512/becossjournal.v6i1.10483
  • Diviani, N., van den Putte, B., Giani, S., & van Weert, J. C. (2015). Low health literacy and evaluation of online health information: A systematic review of the literature. Journal of Medical Internet Research, 17(5), e112. https://doi.org/10.2196/jmir.4018
  • Dondurucu, Z. B., & Uran, A. B. (2022). Covid-19 pandemisi sürecinde kamu hastanelerinin ve özel hastanelerin instagram’da dijital sağlık iletişimi çalışmaları üzerine bir içerik analizi. Intermedia International E-journal, 9(16), 1–22. https://doi.org/10.56133/intermedia.1022653
  • Dzakiyya, N. M., & Hijrah Hati, S. R. (2024). The effectiveness of social media marketing activities in building brand equity and patient trust and its influence on visit intention in private hospitals. Journal La Sociale, 5(2), 505–517. https://doi.org/10.37899/journal-la-sociale.v5i2.1065
  • Eisend, M. (2006). Source credibility dimentions in marketing communication—A generalized solution. Journal of Empirical Generalisations in Marketing, 10(2), 1–33.
  • Farnan, J. M. (2013). Online medical professionalism: Patient and public relationships: policy statement from the american college of physicians and the federation of state medical boards. Annals of Internal Medicine, 158(8), 620. https://doi.org/10.7326/0003-4819-158-8-201304160-00100
  • Fatollahi, J. J., Colbert, J. A., Agarwal, P., Lee, J. L., Lehmann, E. Y., Yuan, N., Lehmann, L. S., & Chretien, K. C. (2020). The impact of physician social media behavior on patient trust. AJOB Empirical Bioethics, 11(2), 77–82. https://doi.org/10.1080/23294515.2019.1678533
  • Fernandes Crespo, C., & Tille, M. (2024). Examining the role of perceived source credibility on social media influencer’s ascribed opinion leadership. Journal of International Consumer Marketing, 36(3), 208–223. https://doi.org/10.1080/08961530.2023.2255379
  • Field, A. (2017). Discovering statistics using IBM SPSS statistics. Sage Publications.
  • flexy_breadcrumb. (2021, April 19). 50 top doctor influencers in 2023. Amra & Elma. https://www.amraandelma.com/50-top-doctor-influencers/
  • Forgie, E. M. E., Lai, H., Cao, B., Stroulia, E., Greenshaw, A. J., & Goez, H. (2021). Social media and the transformation of the physician-patient relationship: Viewpoint. Journal of Medical Internet Research, 23(12), e25230. https://doi.org/10.2196/25230
  • Fu, J.-R., Lu, I.-W., Chen, J. H. F., & Farn, C.-K. (2020). Investigating consumers’ online social shopping intention: An information processing perspective. International Journal of Information Management, 54, 102189. https://doi.org/10.1016/j.ijinfomgt.2020.102189
  • Gupta, S. S., & Jordan, K. N. (2024). Does the gender of doctors change a patient’s perception? Health Communication, 1–10. https://doi.org/10.1080/10410236.2024.2343467
  • Hochberg, Y., & Tamhane, A. C. (1987). Multiple comparison procedures. John Wiley & Sons Press.
  • Hoşgör, H., & Hoşgör, D. G. (2019). Hastaların hastane seçimini etkileyen faktörler: Sistematik derleme (1996-2017). Hacettepe Sağlık İdaresi Dergisi, 22(2), 437–456.
  • Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion. Yale University Press:
  • Hu, Y., & Shyam Sundar, S. (2010). Effects of online health sources on credibility and behavioral intentions. Communication Research, 37(1), 105–132. https://doi.org/10.1177/0093650209351512
  • Işık, O., Erişen, M. A., & Fidan, C. (2016). Tüketicilerin hastane seçiminde etki eden faktörlere ilişkin algılamaları. İşletme Bilimi Dergisi (JOBS), 4(1), 99–110. https://doi.org/10.22139/ibd.30460
  • Ismagilova, E., Slade, E., Rana, N. P., & Dwivedi, Y. K. (2020). The effect of characteristics of source credibility on consumer behaviour: A meta-analysis. Journal of Retailing and Consumer Services, 53, 101736. https://doi.org/10.1016/j.jretconser.2019.01.005
  • Janitrafia, S. R., & Ruswanti, E. (2024). The influence of social media content towards online shopping behavior. International Journal of Applied Research in Business and Management, 5(2). https://doi.org/10.51137/ijarbm.2024.5.2.13
  • Kanouse, D. E., Schlesinger, M., Shaller, D., Martino, S. C., & Rybowski, L. (2016). How patient comments affect consumers’ use of physician performance measures. Medical Care, 54(1), 24–31. https://doi.org/10.1097/MLR.0000000000000443
  • Karadağ, M., & Ünal, A. (2022). Etik olmayan çevrimiçi reklamlara yönelik tüketici tutumlarinin satin alma niyetine etkisi. Journal of Business Innovation and Governance, 5(1), 1–21. https://doi.org/10.54472/jobig.1109235
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There are 65 citations in total.

Details

Primary Language English
Subjects Communication Technology and Digital Media Studies
Journal Section Research Articles
Authors

Esma Ebru Şentürk 0000-0002-4528-1518

Melike Nur Adıgüzel 0009-0005-2079-210X

Publication Date July 30, 2025
Submission Date February 4, 2025
Acceptance Date May 27, 2025
Published in Issue Year 2025 Volume: 12 Issue: 2

Cite

APA Şentürk, E. E., & Adıgüzel, M. N. (2025). The Impact of Influencer Physicians Perceived Source Credibility by Consumers on Healthcare Institution Choice. Erciyes İletişim Dergisi, 12(2), 463-483. https://doi.org/10.17680/erciyesiletisim.1633240
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