Unveiling the influence of Social Media and Email Campaign of Healthcare services and its perception: Exploring the mediating roles of patient testimonials and trustworthiness

J. Vidhya () and Shanthi Venkatesh
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J. Vidhya: Loyola Institute of Business Administration, University of Madras, Research Scholar
Shanthi Venkatesh: Loyola Institute of Business Administration, University of Madras, Professor of Marketing

A chapter in Proceedings of the 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023), 2024, pp 133-144 from Springer

Abstract: Abstract The Internet and social media are remotely connecting people around the world. Social media is an interactive platform that makes sharing information among online communities easier. Social media campaigns greatly assist businesses in massively attracting new and potential customers. Email campaign stimulates the sales funnel by distributing marketing communications directly to target prospects and subscribers cost-effectively. Increased health consciousness and a general need for health-related information have triggered healthcare in recent years. Integrating social media marketing with email marketing aids in brand development, customer attraction, and long-term client retention. This article aims to understand how social media marketing and email campaigns influence the customer of healthcare services among potential consumers. Whether the patient’s testimonial and trustworthiness mediate their perception through social media and email marketing. The research was carried out only among social media users by adopting the judgement sampling method. Data was collected from 123 respondents who use social media regarding healthcare services and receive healthcare-related emails. Using ANOVA, linear regression, and an independent t-test, we have found the hypothesis is proven. Based on the findings, healthcare providers are suggested to be active in social media engagement, hire influencers, be prompt with quick responses and react to the customer’s review, follow the trend with podcasts and short videos, and personalize email promotions regularly.

Keywords: social media marketing; healthcare marketing; email marketing; online healthcare; customer engagement; consumer perception (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-374-0_13

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