The impact of social media marketing efforts on visit intention: a case study in Flodova Clinic, Dili, Timor Leste

Abstract

Link of Video Abstract: https://youtu.be/iDWJ07s4En8 Background: The utilization of social media in digital marketing offers various benefits, notably improved accessibility and the ability to disseminate information widely among diverse populations. Notably, social media has emerged as the leading marketing strategy to generate interest among people visiting healthcare facilities in Timor Leste. This study examines the impact of Social Media Marketing Efforts (SMME) on visit intentions through Flodova Clinic's Facebook page in Timor Leste. The mediating factors of brand image and online trust are investigated while controlling for health threats and gender. Methods: The study collects data from visitors and Facebook followers of Flodova Clinic. A cross-sectional data collection was done through an online survey. The analysis includes 184 samples that meet the inclusion criteria, employing Partial Least Squares Structural Equation Modeling (PLS-SEM). Results: The findings demonstrate a significant influence of SMME on visit intentions, indicating its efficacy in attracting potential visitors. However, no direct or mediating effects are observed on brand image and online trust. The study identifies the most influential domains of SMME, with electronic word of mouth (EWOM) having the most substantial impact, followed by entertainment and interaction. Additionally, health threats and gender are found to affect visit intentions significantly. Health threats positively influence patients' intent to visit, while females show comparatively lower interest in visiting the Flodova clinic. Conclusions: These results have managerial implications for developing SMME strategies in marketing health clinics, mainly through social media platforms like Facebook. The study underscores the importance of leveraging electronic word of mouth, entertainment, and interactive elements to maximize the effectiveness of SMME strategies. Additionally, it emphasizes the need for tailored approaches considering health threats and gender differences to optimize visit intentions and enhance engagement.