EFFECTS OF SOCIAL MEDIA ADS IN DIGITAL MARKETING ON PRIVATE HEALTH INSTITUTIONS

Melih GÃœNEY () and Mine M. AFACAN AFACAN Findikli ()
Additional contact information
Melih GÜNEY: İstanbul Aydın Üniversitesi
Mine M. AFACAN AFACAN Findikli: Beykent Ãœniversitesi

Eurasian Eononometrics, Statistics and Emprical Economics Journal, 2020, vol. 17, issue 17, 67-87

Abstract: In today's world, the rapidly developing technologies and the ease of access to these technologies by the end-users undoubtedly enabled the internet and social media to be considered as a marketing tool for brands and businesses. This situation has caused user perception and purchasing behavior to gain more importance than ever before. Researchers have tried to explain both viewpoints of users regarding social media and their behavior of purchasing through social media, based on the models and theories they have put forth with their past research. In the studies carried out before, it is seen that researchers have tried to measure the perceptions of consumers towards the behavior of purchasing through social media. However, a numerical analysis as to whether the consumer carries out the purchasing behavior or not is not encountered in the literature.On the basis of the Planned Behavior Model, this study investigates the effects of social media advertisements of the hospitals operating in the private health sector on the outputs of the private health institutions (the number of appointments, examinations, operations, turnover, the number of users visiting the websites of the private health institutions) and the effects of these outputs on the advertising tendencies of the managers of private health institutions.

Date: 2020
References: Add references at CitEc
Citations:

Downloads: (external link)
https://eurasianacademy.org/index.php/econstat/article/view/1013 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eas:econst:v:17:y:2020:i:17:p:67-87

DOI: 10.17740/eas.stat.2020-V17-05

Access Statistics for this article

More articles in Eurasian Eononometrics, Statistics and Emprical Economics Journal from Eurasian Academy Of Sciences
Bibliographic data for series maintained by Kutluk Kagan Sumer ().