Bibliometric Analysis of Social Media Marketing in Hospitals: Trends and Influences

Febby Rosidayani ^1*,  Qurratul Aini  ²

This study provided insights into social media's impact on hospital marketing, highlighting key trends, influential authors, and future research opportunities.

Abstract

Background: Hospitals are increasingly serving international clients, employing diverse international staff, and leveraging cutting-edge technology and expertise (Aini, 2018). In this context, social media has become crucial, enabling the sharing of user-generated content and social networking (Aboalshamat et al., 2019). As a convenient, rapid, and disruptive method of information exchange, social media has transformed marketing into the fastest-growing form of advertising. Methods: This study employed a quantitative descriptive method (Zupic & Cater, 2015) and conducted a bibliometric analysis using Scopus data (Cui et al., 2018; Yu et al., 2020; Luo et al., 2022). The Scopus search focused on the keywords "hospital," "social," "media," and "marketing" for publications from 2013 to 2023, specifically targeting fields like medicine, health professions, nursing, pharmacology, biochemistry, immunology, microbiology, and dentistry. Data was collected on March 30, 2024, and analyzed using VOSviewer software for co-reference network analysis, citation analysis, author cooperation analysis, and keyword co-occurrence analysis. Results: The study identified 72 documents on hospital social media marketing from Scopus. The annual publication trends peaked in 2019, with the Journal of Medical Internet Research and Health Marketing Quarterly being the top journals. Ford, E.W., and Huerta, T.R. were the most productive researchers, and The Ohio State University College of Medicine was the leading institution. The United States led in publication volume, followed by India and Australia. The keyword analysis revealed "survey" as the most frequent term, forming four distinct clusters in the research network visualization. Conclusion: This study highlights the significant growth in hospital social media marketing research, emphasizing the United States' leading role and the increasing importance of social media as a marketing tool in healthcare. The bibliometric analysis provides a foundation for future research, offering insights into emerging trends and potential areas for further exploration in social media marketing for hospitals.

Keywords: Social media marketing, Hospital marketing, Bibliometric analysis, Healthcare communication, VOSviewer

References

Aboalshamat, K., Alkiyadi, S., Alsaleh, S., Reda, R., Alkhaldi, S., Badeeb, A., & Gabb, N. (2019). Attitudes toward social media among practicing dentists and dental students in clinical years in Saudi Arabia. Open Dentistry Journal, 13(1), 143–149. https://doi.org/10.2174/1874210601913010143

Aini Muzayyana, Qurratul Aini (2024). Bibliometric Analysis of the Health Belief Model in Healthcare Workers: Trends, Insights, and Future Directions, Journal of Angiotherapy, 8(5), 1-12, 9698

Aini, Q. (2018). Management skill and leadership: A case study from Hospital managers of charity business in health. Journal of Social Sciences Research, 4(12), 478–482. https://doi.org/10.32861/jssr.412.478.482

Cui, Y., Mou, J., & Liu, Y. (2018). Knowledge mapping of social commerce research: a visual analysis using CiteSpace. Electronic Commerce Research, 18(4), 837–868. https://doi.org/10.1007/s10660-018-9288-9

Dafitri, R., Chan, A., & Purbasari, R. (2023). Social Media Marketing Research. IJEBD (International Journal of Entrepreneurship and Business Development), 6(2), 285–294. https://doi.org/10.29138/ijebd.v6i2.2188

Elhajjar, S., & Ouaida, F. (2022). Use of social media in healthcare. Health Marketing Quarterly, 39(2), 173–190. https://doi.org/10.1080/07359683.2021.2017389

Faris Amrullah, Qurratul Aini, (2024). Analyzing Sharia Service Standards in Certified Hospitals for Optimal Healthcare Quality, Journal of Angiotherapy, 8(5), 1-8, 9703

Ford, E. W., Huerta, T. R., Diana, M. L., Kazley, A. S., & Menachemi, N. (2013). Patient Satisfaction Scores and Their Relationship to Hospital Website Quality Measures. Health Marketing Quarterly, 30(4), 334–348. https://doi.org/10.1080/07359683.2013.844041

Genelius, S. (2011). 30-Minute Social Media Marketing. McGraw-Hill Companies.

Goyal, A., Banerjee, A., Mulik, A., Chhabaria, Y., Tidke, S. (Kothari), & Khedkar, V. (2021). Blockchain-based Healthcare Portal – A Bibliometric Analysis. Library Philosophy and Practice, 2021(May 2021), 1–17.

Gupta, A., Tyagi, M., & Sharma, D. (2013). Use of Social Media Marketing in Healthcare. Journal of Health Management, 15(2), 293–302. https://doi.org/10.1177/0972063413489058

Herlina, V. (2022). Analisis Bibliometrik Terhadap Pemetaan Riset Social Media Marketing. Jurnal Pekommas, 7(2). https://doi.org/10.56873/jpkm.v7i2.4920

Jordan, J., Wachsmann, M., Hoisington, S., Gonzalez, V., Valle, R., Lambert, J., Aleisa, M., Wilcox, R., Benge, C. L., & Onwuegbuzie, A. J. (2017). Collaboration Patterns as a Function of Article Genre among Mixed Researchers: A Mixed Methods Bibliometric Study. Journal of Educational Issues, 3(1), 83. https://doi.org/10.5296/jei.v3i1.10699

Kotsenas, A. L., Arce, M., Aase, L., Timimi, F. K., Young, C., & Wald, J. T. (2018). The Strategic Imperative for the Use of Social Media in Health Care. Journal of the American College of Radiology, 15(1), 155–161. https://doi.org/10.1016/j.jacr.2017.09.027

Luo, X., Wu, Y., Niu, L., & Huang, L. (2022). Bibliometric Analysis of Health Technology Research: 1990~2020. International Journal of Environmental Research and Public Health, 19(15), 9044. https://doi.org/10.3390/ijerph19159044

Masyitoh, C. D., Sumarni, S., & Sarwadhamana, R. J. (2021). The Effectiveness of Social Media Facebook and Instagram as Hospital Promotional Media. Jurnal Manajemen Kesehatan Indonesia, 9(3), 236–241. https://doi.org/10.14710/jmki.9.3.2021.236-241

Md. Halimuzzaman, Jaideep Sharma et al. (2024). Healthcare Service Quality Digitization with Enterprise Resource Planning, Journal of Angiotherapy, 8(5), 1-11, 9716

Pabalkar, V., Chanda, R., Tayal, P., & Singh, R. (2019). Impact of social media advertising on consumer’s health. Indian Journal of Public Health Research and Development, 10(11), 2487–2492. https://doi.org/10.5958/0976-5506.2019.03981.0

Pang, C., Wu, X., Ji, X., & Quan, V. (2020). Bibliometrics of Social Media Marketing: The Development Status and Quantitative Analysis. 2020 IEEE 11th International Conference on Software Engineering and Service Science (ICSESS), 449–452. https://doi.org/10.1109/ICSESS49938.2020.9237686

Qurratul Aini, and  Nur Rachman Dzakiyullah (2024). Leadership Styles in healthcare settings for Hospital Management and Employee Engagement, Journal of Angiotherapy, 8(5), 1-7, 9697

Richter, J. P., & Kazley, A. S. (2020). Social media: How hospital facebook activity may influence patient satisfaction. Health Marketing Quarterly, 37(1), 1–9. https://doi.org/10.1080/07359683.2020.1713573

Salmiah. (2020). Online Marketing. Yayasan Kita Menulis.

Sudirjo, F., Praja, S. J., & Rijal, S. (2023). Exploring the Influence: A Bibliometric Analysis of Social Media Marketing in the Digital Era. West Science Interdisciplinary Studies, 01(06), 302–313.

Sultan, A. A., & Noor, S. M. (2017). Absorptive capacity, civil conflict and e-commerce adoption among Iraqi firms. Advanced Science Letters, 23(8), 7992-7995.

Sultan, A. A., Alfaiza, S. A., & Riyadh, H. A. (2022). Impact of mass collaboration on knowledge sharing process using mediating role of innovation capability. International journal of organizational analysis, 30(5), 1085-1099.

Sultan, A. A., Hassan, M. G., & Noor, S. M. (2017). E-Commerce Adoption Among Iraqi Companies: Does Context Matters? QALAAI ZANIST JOURNAL, 2(4), 339-348.

Sultan, A. A., Noor, S. M., & Nasirun, N. (2018). Technological factors and e-commerce adoption among small medium enterprises in Kurdistan, Iraq. Int. J. Eng. Technol, 7(3.5), 98-101.

Wong, C. A., Ostapovich, G., Kramer-Golinkoff, E., Griffis, H., Asch, D. A., & Merchant, R. M. (2016). How U.S. children’s hospitals use social media: A mixed methods study. Healthcare, 4(1), 15–21. https://doi.org/10.1016/j.hjdsi.2015.12.004

Yu, Y., Li, Y., Zhang, Z., Gu, Z., Zhong, H., Zha, Q., Yang, L., Zhu, C., & Chen, E. (2020). A bibliometric analysis using VOSviewer of publications on COVID-19. Annals of Translational Medicine, 8(13), 816–816. https://doi.org/10.21037/atm-20-4235

Zulfa Nadia Danasti,  Qurratul Aini (2024). Implementation and Impact of Hospital Bylaws in Indonesian Healthcare: A Scoping Review, Journal of Angiotherapy, 8(5), 1-7, 9696

Zupic, I., & Cater, T. (2015). Bibliometric Methods in Management and Organization. Organizational Research Methods, 18(3), 429–472. https://doi.org/10.1177/1094428114562629