STRENGTHENING BRAND IMAGE AND WORD OF MOUTH THROUGH SOCIAL MEDIA MARKETING: EVIDENCE FROM HEALTHCARE CLINICS

Aflit Nuryulia Praswati

doi:10.24252/hmsj.v7i2.66486

Authors

Aflit Nuryulia Praswati Muhammadiyah University of Surakarta

DOI:

https://doi.org/10.24252/hmsj.v7i2.66486

Keywords:

Social media marketing, brand image, brand trust, satisfaction, e-WOM, commitment, healthcare services

Abstract

Background: Increasing competition in Indonesia’s healthcare sector encourages clinics to adopt effective digital marketing strategies. Social media marketing plays an important role in shaping patient perceptions and behavioral responses within the Stimulus–Organism–Response (S–O–R) framework.

Objectives: This study aims to analyze the influence of clinic social media marketing on brand image, brand trust, and satisfaction, as well as its impact on commitment and positive electronic word-of-mouth (e-WOM).

Methods: A sequential explanatory mixed-methods design was employed. The qualitative phase analyzed social media engagement data from Facebook, Instagram, and TikTok of Clinic during January–December 2024. The quantitative phase involved a survey of 401 respondents selected through purposive sampling. Data were analyzed using SEM-PLS with a focus on direct and indirect (mediation) effects.

Results: The findings show that satisfaction significantly influences brand image, brand trust, commitment, and positive e-WOM. Brand image and brand trust significantly affect commitment but do not directly influence positive e-WOM. Social media marketing does not have a direct significant effect on brand image and brand trust. Mediation analysis indicates that brand image and brand trust mediate the relationship between satisfaction and commitment.

Conclusion: The study confirms that patient satisfaction plays a central role in transforming social media engagement into positive behavioral outcomes. Clinics should prioritize service quality and experiential value to strengthen long-term patient relationships.

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