TY  - JOUR
T1  - The Impact of Influencer Physicians Perceived Source Credibility by Consumers on Healthcare Institution Choice
TT  - Sosyal Medyada Yer Alan Hekimlerin Algılanan Kaynak Güvenirliğinin Tüketicilerin Sağlık Kurumu Seçimindeki Etkisi
AU  - Şentürk, Esma Ebru
AU  - Adıgüzel, Melike Nur
PY  - 2025
DA  - July
Y2  - 2025
DO  - 10.17680/erciyesiletisim.1633240
JF  - Erciyes İletişim Dergisi
JO  - JEC
PB  - Erciyes Üniversitesi
WT  - DergiPark
SN  - 1308-3198
SP  - 463
EP  - 483
VL  - 12
IS  - 2
LA  - en
AB  - Advancing information technologies have extended medical expertise beyond health institutions to social media, making it more accessible. Since the pandemic, many specialist physicians have gained visibility on these platforms, influencing how people learn about health.  This study explores the impact of doctors' social media presence on individuals' choice of healthcare providers, focusing on perceived source credibility. The research targets social media users in Türkiye over 18. This quantitative study was conducted based on the general survey model, using the online survey method, and analyzed based on 482 valid responses. Findings reveal that the professional stance of healthcare institutions and physicians on social media directly influences healthcare preferences. However, negative effects in attractiveness dimensions suggest that psychological and sociological factors in health decisions require further investigation. The study highlights the need for a strategic approach to social media use in the health sector.
KW  - Source credibility
KW  - Social media
KW  - Service selection
KW  - Communication in Health
KW  - Physicians
N2  - Gelişen bilişim teknolojileri sağlık alanındaki uzmanlıkları sağlık kurumlarının dört duvarı arasından alıp, her daim ulaşılabilir olan sosyal medya platformlarına taşımıştır. Bu kapsamda özellikle Covid-19 pandemisi sonrası birçok uzman hekim sosyal medya platformlarında uzmanlık alanlarıyla ilgili daha görünür olmuştur. Sosyal medyanın sağlık sektöründeki çok boyutlu önemi ve sağlıklı yaşam ve bilinçlenme konusundaki etkisinden dolayı tüketicilerin hastane seçimlerinde sosyal medyada yer alan hekimlerin etkisinin araştırılması çalışmanın çıkış noktasıdır. Bu nedenle bu araştırmanın temel amacı, tüketicilerin sosyal medyada takip ettikleri hekimlere yönelik algıladıkları kaynak güvenirliğinin sağlık hizmeti alacakları sağlık kurumu seçimi üzerindeki etkisinin belirlenmesidir. Araştırmanın evrenini Türkiye’de ikamet eden 18 yaş üzeri tüketiciler oluşturmaktadır. Bu çalışma, genel tarama modeline dayalı olarak gerçekleştirilmiş, online anket yöntemi kullanılmış ve 482 geçerli yanıt üzerinden analiz edilmiştir. Araştırma, demografik değişkenlerin algıları farklılaştırdığını ortaya koymuştur. Sonuçlar, sağlık kurumları ve hekimlerin sosyal medyadaki profesyonel duruşlarının, tüketicilerin sağlık hizmeti tercihlerini doğrudan etkilediğini göstermektedir. Ancak çekicilik gibi bazı boyutlardaki olumsuz etkiler, bireylerin sağlık kararlarında psikolojik ve sosyolojik faktörlerin daha fazla incelenmesi gerektiğini işaret etmektedir. Araştırma, sosyal medyanın sağlık sektöründe stratejik bir şekilde kullanılmasının gerekliliğini vurgulamaktadır.
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UR  - https://doi.org/10.17680/erciyesiletisim.1633240
L1  - https://dergipark.org.tr/tr/download/article-file/4579881
ER  -