1Department of Marketing, Faculty of Economic and Administrative Sciences, Al-Zaytooneh University of Jordan, Box130, Amman, 11733, Jordan
2Faculty of Economic and Administrative Sciences, Al-Hussein Bin Talal University. Jordan
3Department of Pharmaceutical Science, Faculty of Pharmacy, Jordan University, Amman, Jordan
*Corresponding author Mahmood Al-Samydai Mahmod_jasim2000@yahoo.com; 00962788106069
Online published on 8 March, 2019.
The main objective of this study is to identify the impact of social media tools on improving patients’ mental image of the healthcare provided by private hospitals (an applied study in Amman city).
An analytical descriptive style was used to achieve this goal because this method was appropriate for the nature of the study. A questionnaire was designed as a tool to collect data. The questionnaire was first presented to a number of experts in the marketing field. The study population consisted patients treated by private hospitals in Amman, Jordan. The study sample was a proper sample of this population: (550) patients received copy of the questionnaire, and (513 copies were returned and deemed suitable analysis.
The study shown that social media had a statistical significant impact on patients’ mental image of private hospital, and Facebook shown the greatest effect cognitive and behavioural dimension, whereas Twitter showed the greatest effect on the influence dimension.
Social Media, Mental Image, Healthcare Service, Private Hospital, Amman
