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

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.