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UNIRAZAK Library Pustaka
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| Abstract : UNIRAZAK Library |
| This study investigates the role of social media marketing in enhancing patient engagement in Malaysia. The objectives of the research are to identify the most effective social media platforms for healthcare marketing, assess the impact of these platforms on patient awareness, decision-making, and engagement, and explore the barriers to effective digital engagement. A quantitative research design was employed, using an online questionnaire to collect data from 384 respondents. The analysis focused on the relationships between social media usage, perceived usefulness, ease of use, and patient engagement. The findings reveal that platforms such as TikTok, Facebook, and Instagram are the most effective in reaching patients, with a significant influence on health awareness and decision-making. However, challenges such as misinformation, privacy concerns, and the digital divide continue to limit the full potential of these platforms. The study concludes that while social media has the capacity to significantly improve patient engagement, healthcare providers must adopt strategies to address these challenges. The research provides practical recommendations for healthcare marketers and policymakers to leverage digital tools more effectively, ensuring better patient outcomes and engagement in the Malaysian healthcare system. |
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