The effect of consumer attitude on the impact of hospital promotional activities made with social media marketing through content marketing

Technology, which is present in every aspect of our lives today, is the application of knowledge to achieve practical goals in a repeatable way. Technology plays a critical role in science, engineering and daily life. The internet, which has become effective in communication and communications, has begun to be used in every field with the support of technology. Social media, which people have started to use for influence, is being brought to the agenda as a different channel by businesses. Social media marketing is a powerful way for businesses of all sizes to reach prospects and customers. People constantly use platforms such as Facebook, Instagram and LinkedIn to discover, learn, follow and shop about brands on social media. With excellent marketing on social media, businesses can achieve remarkable success. It is possible to create loyal brand advocates and even increase leads. A hospital is an institution built, staffed and equipped for the diagnosis of diseases; It has the capacity to carry out all processes for both medical and surgical treatment of patients and injured people. In addition to the services mentioned, these areas also frequently serve as research and teaching centers in the modern sense. Hospitals need to express themselves correctly to their customers in the changing process in order to survive in the competitive market and to resist all risks that may arise, thanks to their health systems and medical practices. As a result of benefiting from services that allow online access to healthcare professionals serving in the healthcare system and shortening bureaucratic procedures between doctor-patient communication, consumers now meet this need at the nearest institution. In this process, hospitals that engage in activities to attract customers to them, market their healthcare services by developing a planned medical marketing strategy that will keep their brands at the forefront of people's minds regarding the healthcare services they provide. Hospitals using social media channels are a marketing strategy used to attract and retain a target audience by creating and sharing articles, videos, podcasts and other social media activities related to their businesses for content marketing. With these studies, the aim is to increase brand awareness and ensure that the hospital remains in mind when the consumer wishes to purchase the service offered. Consumer attitudes refer to a set of behavioral intentions, cognitive beliefs and emotions regarding a product or behavior. Consumer attitudes are affected by three different situations: behavioral, emotional and cognitive. Consumer attitudes describe a set of emotions, behavioral intentions and cognitive beliefs regarding the behavior or product. This study aims to determine the impact that will occur on the consumer's attitude thanks to the content marketing included in these promotional activities of healthcare businesses that promote hospitals using social media marketing activities. The survey form created within the scope of the study was applied to consumers in the Istanbul universe via Google form. The data obtained over a one-month period was analyzed in the SPSS statistical program. The hypotheses regarding the model created as a result of ANOVA and t-test analysis methods were tested in the study, and it was concluded that hospital promotions made through social media had a positive effect on influencing consumer attitudes as a result of the use of content marketing management. In this process where digitalization is intense, it is recommended that the study be carried out in other areas to determine sectoral differences. Keywords: Social Media, Marketing, Hospital Promotion, Content Marketing, Consumer Attitude