The effect of brand likeability and brand utility on word of mouth marketing: A research at private hospitals

The aim of the research is to determine the effect of brand likeability and brand utility on word of mouth marketing for patients who prefer private hospitals. In this context, the sample of the research consists of patients who prefer private hospitals in the provinces of Uşak, Kütahya, Afyon and İzmir. Convenience Sampling Method was used in sample selection. The research data were collected by the questionnaire technique and sent to the participants via a link on the internet. As a result, 657 valid data were obtained. The collected data were analyzed with SPSS 26 and AMOS 22 programs. In this context, frequency, validity (exploratory and confirmatory factor analysis) and reliability (Cronbach's alpha) analyzes of brand likability and brand utility and word of mouth marketing scales were applied. Then, normality and descriptive analyzes were performed. In the last stage, Correlation and Structural Equation Model Path Analysis was performed in order to test the research hypotheses. As a result of the analysis; There was no statistically significant effect of brand likeability on positive, negative and online word of mouth marketing. It has been determined that and statistically significant effects of brand utility on the positive, negative and online word of mouth marketing. Research; It has been shown that patients who prefer private hospitals engage in positive and online word-of-mouth marketing activities as the brand utility increases. However, it has been determined that as the brand utility increases, the negative word-of-mouth marketing activities of the patients who prefer private hospitals decrease.