Social media marketing and hospital brand equity
An empirical investigation
Bibliographic Data
| ID | 21500879 |
|---|---|
| Authors | Abrar Al-Hasan (0000-0002-1662-6417, Kuwait University, corresponding author) |
| Year | 2026 |
| Volume | 42 |
| Issue | 2 |
| Pages | 747-767 |
| Publication date | 2026-06-01 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Information Development (JOURNAL) |
| Journal identifiers | ISSN: 0266-6669 • E-ISSN: 1741-6469 |
| Publisher | SAGE Publications (PUBLISHER • US) |
| DOI | 10.1177/02666669241236199 |
| OpenAlex | W4392469924 |
| Language | EN |
| Citations received | 3 |
| References cited | 108 |
Despite the continuous upsurge in the use of social media, the empirical research investigating their economic value in the healthcare industry still lags. This study explores the impact of hospitals’ social media marketing efforts on their brand equity and, ultimately, hospital's financial performance. Using social media data from Instagram, online/offline survey methodology, and financial data obtained from hospitals, data is analyzed using a structural equation model. The study uses a random sample of (728) residents of the Kuwaiti population. Social media marketing efforts regarding use and engagement lead to higher hospital brand equity and financial performance. Particularly, the study finds that posts that are based on educational posts, patient stories, and sharing the latest news and research led to the highest form of brand awareness, perceived brand quality, brand association, and brand loyalty, thereby leading to higher perceived brand equity. The study also finds that brand equity leads to a positive and significant impact on hospitals’ financial performance. The study highlights the importance of creating engaging content, content that is personal and particularly educational. Healthcare organizations should guide their marketing efforts to manage this new marketing method better and communicate with patients to enhance consumer loyalty and financial performance
Advertising · Brand equity · Business · Digital marketing · Political science · Public relations · Social marketing · Social media · Social media marketing · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Technology Adoption and User Behaviour · Marketing
Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
Measuring Brand Equity Across Products and Markets
Developing and validating a multidimensional consumer-based brand equity scale
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An assessment of the use of partial least squares structural equation modeling in marketing research
PLS-Sem
Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
PLS-SEM or CB-SEM
The Covid-19 Misinfodemic
Social Media Marketing
Who interacts on the Web
Seeking, sharing and co-creating
Structural equation modeling in practice
Effects of an online virtual community on customer loyalty and travel product purchases
The relationship between brand equity and firms’ performance in luxury hotels and chain restaurants
Using the Internet and social media to promote condom use in Turkey
Two Ways of Learning Brand Associations
| Citations per year | 1.5 |
|---|---|
| Citation span | 2024 - 2025 (2) |
| Highly cited | No |