Social Media Marketing

Ing. Nia Todua

Master's thesis

Abstract:

The study's primary goal is to determine how social media marketing activities influence consumer behavior in the healthcare sector. The first part of the thesis analyzes contemporary views on social media and shows the role of social media marketing activities in the Healthcare Industry. Research hypotheses are formulated based on critical analysis of literature materials. The research uses the method of customer survey. 425 respondents were interviewed online. The second part of the thesis presents the results of empirical research. In particular, the impact of social media marketing activities provided by Georgian healthcare organizations on consumer engagement in social media, e-WOM, customer trust, and purchase intention has been studied. With the help of use regression and dispersion analyses, statistically significant values are obtained, which reflect the dependencies on the above influences. The last part of the thesis demonstrates the main conclusions of the research. The results of the study show their use in terms of developing views on social media marketing. Considering the research results will enable companies working in the healthcare sector to develop marketing communication strategies focused on target customers.

Abstract:

The study's primary goal is to determine how social media marketing activities influence consumer behavior in the healthcare sector. The first part of the thesis analyzes contemporary views on social media and shows the role of social media marketing activities in the Healthcare Industry. Research hypotheses are formulated based on critical analysis of literature materials. The research uses the method of customer survey. 425 respondents were interviewed online. The second part of the thesis presents the results of empirical research. In particular, the impact of social media marketing activities provided by Georgian healthcare organizations on consumer engagement in social media, e-WOM, customer trust, and purchase intention has been studied. With the help of use regression and dispersion analyses, statistically significant values are obtained, which reflect the dependencies on the above influences. The last part of the thesis demonstrates the main conclusions of the research. The results of the study show their use in terms of developing views on social media marketing. Considering the research results will enable companies working in the healthcare sector to develop marketing communication strategies focused on target customers.

Keywords

social media marketing, health care, marketing research, consumer behavior, Georgia

Language used: English

Date on which the thesis was submitted / produced: 17. 5. 2021

Thesis defence

• Date of defence: 25. 6. 2021
• Supervisor: Ing. Dušan Mladenović, Ph.D.
• Reader: Ph.D. Prateek Kalia

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Business Management / Business Management