Social Media Strategies: Building Brand Awareness Through Digital Platforms in Health Care Sector
Main Article Content
Abstract
The current research study aimed at examining the role of social media – as a digital marketing platform – (Information Satisfaction, Vividness, Engagement, Content and Reach) role in increasing brand awareness among healthcare sector in Jordan. Quantitative approach was adopted and an online questionnaire was distributed on a sample of (369) individuals from beneficiaries of healthcare sector in Jordan. SPSS was used in order to analyze, screen and discuss the gathered primary data. Results of study indicated that social media marketing strategies via digital platforms were responsible for 90% of the variation in brand awareness as the main hypothesis; also, sub-variables of social media marketing (SMM) were accepted as influencing brand awareness. However, it was seen that the most influential sub-variable was (Reach) which was responsible for 89.2% of the variation with brand awareness and it appeared as the most influential variable of all. Study recommended leverage the user-generated content created by customers and patients in order to showcase the quality of services or products. Further recommendations were presented in the study.