Tosyalı, HikmetTosyalı, FurkanSütçü, Cem Sefa2024-07-122024-07-1220191308-31982667-5811https://search.trdizin.gov.tr/yayin/detay/386118https://hdl.handle.net/20.500.12415/9546This study aimed to investigate role of social media on patient loyalty. Based onrelated literature review, for assessing patient loyalty, a measurement scale, testingsatisfaction shared by patient through social media, patient trust, strength ofhospital-patient communication on social media, and perceived image of hospitalon social media was developed. The data was collected from 625 patients by selfadministered online questionnaires. Hypotheses about the role of social mediawere suggested based on existing body of knowledge so that we aimed to examineunderlying mechanism between the predictors and patient loyalty by means ofStructural Equation Modelling (SEM) framework. Findings demonstrated thatsatisfaction, shared by patients through social media, mediated the associationbetween patient trust, strength of hospital-patient communication on social media,perceived image of hospital on social media, and patient loyalty. The findingsprovide an original empirical model with respect to gaining loyal patients whomare customers of hospitals and highlight the important role of social media in healthcommunication.eninfo:eu-repo/semantics/openAccessArticle80417833861186