Marka Güveninin Medikal Turizme Yönelik Algıya Etkisinde Sosyal Medya Pazarlama Aktivitelerinin Aracılık Rolünün Belirlenmesi

Abstract

Amaç: Bu çalışma ile marka güveninin medikal turizme yönelik yaptığı algısal etkisinde sosyal medya pazarlama faaliyetlerinin aracılık rolünün belirlenmesi amaçlanmaktadır. Yöntem: Nicel yöntemlerden anket uygulanan bu çalışma kapsamında ölçek aralıklarında beşli Likert şeklinde oluşturulan anket Google Form üzerinde uygulanarak verilere ulaşılmıştır. Buna bağlı olarak İstanbul ilindeki medikal turizmden faydalanan ve sosyal medya kullanan müşterilerden oluşan 390 kişi ile veri elde edilmiştir. Modele bağlı olarak oluşturulan hipotezler SPSS istatistik sistemi kullanılarak test edilmiştir. Yapılan ANOVA ve t-testleri ile veriler analiz edilmiştir. Bulgular: Yapılan analizler sonucunda marka güveninin tıbbi turizm potansiyeli üzerindeki doğrudan etkisi 0,246 olarak hesaplanmıştır. Marka güveninin sosyal medya pazarlama faaliyetleri nedeniyle tıbbi turizm potansiyeli üzerindeki dolaylı etkisi 0,118 olarak hesaplanmıştır. İlk iki etki sonucunda marka güveninin tıbbi turizm potansiyeli üzerindeki toplam etkisi 0,364 olarak hesaplanmıştır. Sonuç: Müşterilerin markaya olan güveninin medikal turizmde gösterilen algı değerine olan etkisi işletmeler tarafından bilinmek istenmektedir. Bu bağlamda sosyal medya platformlarını kullanan müşterilerin sağlık turizmindeki deneyimleri hakkında bilgi almak için bu kanalı kullanarak bilgilendirilmektedir. Çalışma verilerinin analizi sonucunda özellikle tüketiciler tarafında medikal turizmi kullanmaları nedeniyle markaya olan güvenin güçlü olduğu ortaya çıkmıştır. Bu süreçte sosyal medyada konu ile ilgili yapıların oluşturulma ve açıklama nedenine bağlı olarak etkilemede aracılık rolü olduğu sonucuna ulaşılmıştır.

Keywords

• Medikal turizm
• marka güveni
• sosyal medya
• pazarlama aktivitesi
• algı

Determination of the Mediating Role of Social Media Marketing Activities in the Effect of Brand Trust on Perception Towards Medical Tourism

Abstract

Aim: This study aims to determine the mediating role of social media marketing activities in the perceptual effect of brand trust on medical tourism. Method: In this study, where a survey was applied as one of the quantitative methods, the survey created in the form of a five-point likert scale in the scale ranges was applied on Google Forms to obtain data. Data were obtained from 390 people consisting of customers who benefit from medical tourism and use social media in Istanbul. The hypotheses created based on the model were tested using the SPSS statistical system. Data were analyzed with ANOVA and t-tests. Results: As a result of the lean analyses, the direct effect of brand trust on medical tourism potential was calculated as 0.246. The indirect effect of brand trust on medical tourism potential due to social media marketing activities was calculated as 0.118. As a result of the first two effects, the total effect of brand trust on medical tourism potential was calculated as 0.364. Conclusion: The effect of customers' trust in the brand on the perception value shown in medical tourism is also desired to be known by businesses. In this context, customers using social media platforms are informed using this channel to get information about their previous experiences in health tourism. As a result of the analysis of the study data, it was revealed that trust in the brand would be strong, especially on the part of consumers, due to their use of medical tourism. In this process, it was concluded that there was a mediating role in influencing the structures related to the subject in social media, depending on the reasons for their creation and explanation.

Keywords

• Medical tourism
• brand trust
• social media
• marketing activity
• perception

References

1. 1. Munawaroh E, Rianto B. Trust and customer loyalty in service companies health. Journal Ekonomi dan Bisnis Airlangga. 2022;32(1):93-102.
2. 2. Bernarto I, Berlianto MP, Meilani YFCP, Masman RR, Suryawan IN. The influence of brand awareness, brand image, and brand trust on brand loyalty. Journal Manajemen. 2020;24(3):412-426.
3. 3. Fatma M, Khan I. Corporate social responsibility and brand advocacy among consumers: The mediating role of brand trust. Sustainability. 2023;15(3):2777.
4. 4. Zaidun NA, Muda M, Hashim NH. The moderating effect of brand trust on the relationship between customer brand engagement and brand loyalty: A conceptual review. Advances in Business Research International Journal. 2020;6(1):1-11.
5. 5. Kaplan AM, Haenlein M. Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons. 2010;53(1):59-68.
6. 6. McFarland LA, Ployhart RE. Social media: A contextual framework to guide research and practice. Journal of Applied Psychology. 2015;100(6):1653.
7. 7. Felix R, Rauschnabel PA, Hinsch C. Elements of strategic social media marketing: A holistic framework. Journal of Business Research. 2017;70:118-126.
8. 8. Nicholson B, Nugroho Y, Rangaswamy N. Social media for development: Outlining debates, theory and praxis. Information Technology for Development. 2016;22(3):357-363.

9. 9. Ibrahim SS, Ganeshbabu PA. Study on the impact of social media marketing trends on digital marketing. Shanlax International Journal of Management. 2018;6(1):120-125.
10. 10. Fan X. Social media marketing strategies. Advances in Economics, Management and Political Sciences. 2023;23:59-64.
11. 11. Rahardja U. Social media analysis as a marketing strategy in online marketing business. Startupreneur Business Digital (SABDA Journal). 2022;1(2):176-182.
12. 12. Ballabh S. Social media marketing: Strategies and impact on business. Gyan Management Journal. 2024;18(1):1-6.
13. 13. Pallavi N, Sowmya DS. Content designing an engaging medium in social media marketing. Tuijin Jishu/Journal of Propulsion Technology. 2023;44(4):3834-3845.
14. 14. Khanom MT. Using social media marketing in the digital era: A necessity or a choice International Journal of Research in Business and Social Science. 2023;12(3):88-98.
15. 15. Rosário AT, Dias JC. Marketing strategies on social media platforms. International Journal of E-Business Research (IJEBR). 2023;19(1):1-25.
16. 16. Marmat G. A framework for transitioning brand trust to brand love. Management Decision. 2023;61(6):1554-1584.
17. 17. Chan-Olmsted S, Kim JH. Exploring the dimensions of media brand trust: A contemporary integrative approach. Journal of Media Business Studies. 2023;20(1):109-135.
18. 18. Masriani ME, Sanica IG. Factors that determine brand trust in the interest of buying multi level marketing (MLM) products in the city of ruteng Manggarai. Journal Economy. 2022;18(1):132-140.
19. 19. Wang YM, Zaman HMF, Alvi AK. Linkage of green brand positioning and green customer value with green purchase intention: The mediating and moderating role of attitude toward green brand and green trust. Sage Open. 2022;12(2):21582440221102441.
20. 20. Cheng B. An exploratory research on the dimensions of brand trust. In International Journal Conference on Social Science and Environmental Science and Food Science and Engineering, 2016. doi: 10.12783/dteees/sses/icfse2016/10647
21. 21. Laeequddin M, Waheed KA, Dikkatwar R. Trust and risk perspectives of high value brands. Academy of Marketing Studies Journal. 2019;23(3):1-13.
22. 22. Chung KC. Antecedent of brand trust in online tertiary education: A Malaysian and Singapore perspective. International Journal of Business and Management. 2008;3(4):3-10.
23. 23. Srivastava N, Dash S, Mookerjee A. Determinants of brand trust in high inherent risk products: The moderating role of education and working status. Marketing Intelligence & Planning. 2016;34(3):394-420.
24. 24. Chernatony L, Dall'Olmo Riley F. Defining a "brand": beyond the literature with experts' interpretations. Journal of Marketing Management. 1998;14(5):417-443.
25. 25. Shankar V, Urban GL, Sultan F. Online trust: A stakeholder perspective, concepts, implications, and future directions. The Journal of Strategic Information Systems. 2002;11(3-4):325-344.
26. 26. Dolega L, Rowe F, Branagan E. Going digital? The impact of social media marketing on retail website traffic, orders and sales. Journal of Retailing and Consumer Services. 2021;60:102501.
27. 27. Ausat AMA, Permana RM, Angellia F, Subagja AD, Astutik WS. Utilization of social media in market research and business decision analysis. Journal Minfo Polgan. 2023;12(2):652-661.
28. 28. Dwivedi YK, Ismagilova E, Hughes DL, et al. Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management. 2021;59:102168.
29. 29. Li F, Larimo J, Leonidou LC. Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science. 2021;49:51-70.
30. 30. Göktaş F, Gökerik M. A Novel Robust Theoretical Approach on Social Media Advertisement, 2024.
31. 31. Wibowo A, Chen SC, Wiangin U, Ma Y, Ruangkanjanases A. Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability. 2020;13(1):189.
32. 32. Gökerik M. Consumer cynicism in influencer marketing: An impact analysis on purchase intention and brand loyalty. Journal of Human and Social Sciences Research. 2024;13(1):404-421.
33. 33. Golzadeh F, Gharachorloo N. Analyzing and prioritizing the social media marketing challenges. International Journal of Innovation in Marketing Elements. 2021;1(1):18-24.
34. 34. Gökerik M, Gürbüz A, Erkan I, Mogaji E, Sap S. Surprise me with your ads! The impacts of guerrilla marketing in social media on brand image. Asia Pacific Journal of Marketing and Logistics. 2018;30(5):1222-1238.
35. 35. Sudirjo F, Praja SJ, Rijal S. Exploring the influence: a bibliometric analysis of social media marketing in the digital era. West Science Interdisciplinary Studies. 2023;1(06):302-313.
36. 36. Gökerik M. Influencer marketing: A theoretical approach to the power and influence of social media leaders. In Current Marketing Methods: From Strategies to Applications 2024; (pp. 1-21). Serüven Publishing House. doi: 10.5281/zenodo.10841433.
37. 37. Zhang Y, Nguyen HW, Jung YH, Ren IY. The social media industry: Where is it heading? Journal of Business Strategy. 2023.
38. 38. Rudniy A, Rudna O, Park A. Trend tracking tools for the fashion industry: the impact of social media. Journal of Fashion Marketing and Management. 2023;28(3):503-24.
39. 39. Iastremska O, Feshchur I, Lysytsia N, Martynenko M, Losheniuk O. Social media marketing as a tool for promoting services and goods on the internet. Amazonia Investiga. 2023;12(67):374–382.
40. 40. Yadav M. Social media advertising: A study of consumer demographics. International Journal for Multidisciplinary Research. 2023;5(3):1-11.
41. 41. Manju. A case study on social media marketing campaigns in India. Research Review. 2023;8(6):151-6.
42. 42. Erkan I, Gökerik M, Acikgoz F. The impacts of facebook ads on brand image, brand awareness, and brand equity. In Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy, 2019; 442-462. IGI Global.
43. 43. Kalinová E, Kovaříková H. Using social networks in business. In SHS Web of Conferences, 2023.
44. 44. Tao Z. Unveiling the potential of social media marketing in enhancing e-marketplace performance. Journal of Digitainability, Realism & Mastery (DREAM). 2023;2(05):53-57.
45. 45. Utkutug CP, Ermeç A. The relationship between brand trust and customer citizenship behavior: the moderating effect of service compensation. Trends in Business and Economics. 2024;38(2):92-101. doi: 10.16951/trendbusecon.1468587
46. 46. Diken NH, Karayel Bilbil E. The effect of websites as a digital public relations tool on brand trust. International Journal of Public Relations and Advertising Studies. 2024;7(1):44-68. doi: 10.61766/hire.1399616
47. 47. Bardakçı S, and Gürbüz RB. Adaptation of brand trust scale to Turkish culture: validity and reliability study. Journal of Business Research. 2020;12(2):1684-1692.
48. 48. Karaca Ş, Özkan Önem E, Yıldız M. Investigation of the effect of perception of medical tourism potential in Turkey on behavioral intention. Journal of Hospitality and Tourism Issues. 2023;5(1):14-25. doi: 10.51525/johti.1267969
49. 49. Yüksekbilgili Z. Adaptation of social media marketing activities scale into Turkish: reliability and validity study. Selcuk University Vocational School of Social Sciences Journal. 2018;21(2):149-157. doi: 10.29249/selcuksbmyd.422847
50. 50. Altundal Biyan N, Aybaraz E, Koç E. Emotional intelligence and cultural sensitivity in medical tourism. Uşak University Journal of Social Sciences. 2018;11(C-IASOS Special Issue):52-70.
51. 51. Eş A, Terzioglu E. Investigation of the effect of social media marketing activities on consumer purchase behavior. Journal of Current Marketing Approaches and Research. 2020;1(2):113-131.
52. 52. Saygın EP, Kuzucanlı G. The effect of social media marketing activities on consumer perception: the case of English Home. Dumlupınar University Journal of Social Sciences. 2023;(75):416-429. doi: 10.51290/dpusbe.1200960
53. 53. Karaca Ş, Özkan Önem E, Yıldız M. Development of perception scale for medical tourism potential. Journal of AHBVÜ Tourism Faculty. 2022;25(2):170-193.
54. 54. İlhan M, Çetin B. Comparison of the results of Structural Equation Model (SEM) analyses performed using LISREL and AMOS programs. Journal of Measurement and Evaluation in Education and Psychology. 2014;5(2):26-42. doi: 10.21031/epod.31126
55. 55. Fornell C, Larcker DF. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research. 1981;18(1):39-50. doi: 10.2307/3151312