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

DOI

10.2991/978-94-6463-374-0_13How to use a DOI?

Keywords

social media marketing; healthcare marketing; email marketing; online healthcare; customer engagement; consumer perception

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.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - J. Vidhya
AU  - Shanthi Venkatesh
PY  - 2024
DA  - 2024/02/20
TI  - Unveiling the influence of Social Media and Email Campaign of Healthcare services and its perception: Exploring the mediating roles of patient testimonials and trustworthiness
BT  - Proceedings of the 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023)
PB  - Atlantis Press
SP  - 133
EP  - 144
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-374-0_13
DO  - 10.2991/978-94-6463-374-0_13
ID  - Vidhya2024
ER  -