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Pakistan Journal of Social Sciences (PJSS)
Vol. 35, No. 1 (2015), pp. 335-345
Impact of Social Media Marketing on
Health Awareness in Lahore
Muhammad Sajjad M. Phil. Scholar,
University of Central Punjab, Lahore
Shahzad Akhtar Lecturer, Bahauddin Zakariya University
PhD Scholar, School of Economics, Finance and Banking
Muhammad Imdad Ullah PhD Scholar,
School of Business and Management, University Utara Malaysia
Abstract
Medical Sciences in the last century has altogether changed the
scenario of the diagnostic and therapeutic techniques. Medical
scientists are now confronted with the new problems of AIDS,
Hepatitis, Cancer, Dengue and so many others. Lahore is the
provincial Capital and hub of the modern healthcare facilities in the
country. In this era of modern information technology, the impact of
social media on healthcare cannot be ignored. In a rapidly expanding
city like Lahore social media can play commendable role in the health
awareness among people. For this purpose, data is obtained from 369
peoples within Lahore. In order to test the hypotheses of this study,
Pearson correlation and regression analyses are performed to found
the affect of relevant information, privacy issues, credible information
and Confidence on information on health awareness. It is founded that
relevant information; credible information and Confidence on
information have statistically significant positive effect on Social media
marketing and effective for health awareness. In order to get maximum
result out of the available resources both in the public and private
sector healthcare setups awareness amount masses in the fundamental
step and certainly the impact of social media on health awareness
campaign in a big city like Lahore is the basic of the modern slogan of
"Health for All".
Keywords: Lahore healthcare, health awareness, social media marketing
I. Introduction Social media has now become a communication tool all around in the new
generation. Mobile devices having social networking applications has made people of all
ages to keep in touch with friends, makes new contact with social media usage. Social
media is able to share videos, images and live chats and video conferencing. People use
336 Pakistan Journal of Social Sciences Vol. 35, No. 1
social media for business, social interaction, information seeking, pass time,
entertainment, relaxation, communicatory utility, convenience utility, expression of
opinion, information sharing, and surveillance/knowledge.(Anita Whiting, David
Williams, 2013)
A significant amount doctors from across the nation can collaborate and share
their expertise to create awareness about health to the people. There are number of social
networking sites that offer Physicians the chance to connect with other in their profession
for knowledge sharing, networking and support. (Marco S., 2011) Healthcare leaders are
expected to improve quality, safety, productivity, and the patient experience, often at the
same time they are being asked to decrease costs. (THFII, 2013)Social media is changing
the nature and speed of health care interaction with people and contributing to increase
communication, providing treatment efficacy. A significant amount of family members,
physicians, Hospitals and other healthcare professionals use social media to reach more
patients by becoming engaged in social media. Patients receive basic advice from
medical professionals that happen to be in their network and gaining qualitative feedback
about treatment and services.
A significant amount of doctors, patients, family members, and specialists use
social media for healthcare awareness and contribute to share updates on disease.
(Himanshu Sareen, 2013) The social media site allows family members and patients
alike to access forums, reports, testimonials and other information. Doctors and hospitals
that maintain a proactive social media presence can capture and resolve patient issues to
increase loyalty and satisfaction.
In developing countries, private and government sector organizations are
attempting to increase the availability, inexpensive and high-quality health care services
to the poor by efficient use of social marketing. (Onil Bhattacharyya, 2010) Social media
websites has become a popular source of health information. Low cost social media
marketing and wide community it has become easy for doctors and healthcare providers
to engraining engaging especially teen and young adults. (Vance K, 2011). SUPARCO
telemedicine pilot project with Shikarpur civil hospital (Sindh) is serving patients in rural
areas. (Engr. Zulfiqar Ali Junejo)Moreover, wide prevalence of mobile usage adds to the
flexibility of the health care delivery system in Pakistan.
Social Media is rapidly replacing the traditional media; the more acceptances of
social media for last few decades have increased the interest to research of comparison
between traditional media and social media [Stephen AT, Galak J., 2012]. It has been the
usefulness of social media in various fields such as brand image, marketing
communication, cost effectiveness, sales performance, Healthcare marketing and so on
However, According to researchers the both the social media and traditional media are
interrelated. (Liette Lapointe, 2014). Patents and their families are creating communities
on social media and share their experiences and educate others having similar health
conditions; information communicating is a key technique of creating awareness and
prevention of diseases. (Lipp, A., 2014) Healthcare professionals communicating
healthcare improving messages to patients through YouTube and twitter and update them
with medicated advancements and advice patients to care with chronic disease.
Social media is a platform for communicating with patients, healthcare providers,
professionals, students quickly and inexpensively via promotions of new services and
Muhammad Sajjad, Shahzad Akhtar, Muhammad Imdad Ullah 337
sharing achievements in the patient healthcare. There are new opportunities for healthcare
organizations. However, there are several challenges. Information privacy, credibly,
security related issues. Healthcare organizations are to make new strategies and
procedures to reduce the effects of these challengers. (HIMSS report, 2013). Recent
survey by IDC (International Data Corporation) on mobile usage shows that in Pakistan
86% use PCs, 77% smart phones, 73 % feature phones and 59% use tablets daily to
access the internet; 70% consume time daily on the internet and the average 2.25 hours a
day time consume on the internet on weekend. (Reporter, The News, 2013)
Lahore is a capital city of Province of Punjab and its population around 10 million
(TUU, LDA) Aug 2, 2013. And everyone needs equal healthcare services. It is a well
developed and rapidly progressive city having a large number of clinics and hospitals,
doctors, nurses and pharmacists providing health awareness to the people. Through the
social media specific health problems can be addressed to the variety of population
groups like industrial workers, labors, bankers, teachers, etc. about the risk factors,
diseases and other emergency situations. It would enable them to get knowledge, educate
them to manage the situation as natural disaster.
The purpose of this study is to determine the factors that affect the health
awareness through social media and how collaboration through social media sites health
awareness can be increased.
II. Literature Review Social media has potential to highlight health issues and enhance communication
to the individual and organizations. Social media creates relationship among
organizations to customer, customer to others and customers to organizations. It also
helps to enhance mobilization of communication among communities and people also
facilitate to change health behavior of the people. (Rosemary Thackeray, et al., 2012)
Professionals use social media to take advantages for public health awareness. Hospitals,
Healthcare organizations and Pharmaceutical companies attract to their visitors on
Facebook page and on Twitter. More people post and like their page. Social media is two
way communication tool used by healthcare organizations to communicate with patients
and other users. They are using this tool for advertising, fundraising, promote services
and create awareness on diseases and appropriate treatment. (Edgar Huang, Christina L
Dunbar, 2013)
Healthcare organizations use different marketing tool to connect and reach
consumers easily. Marketers choose TV, Radio, Billboard, and News Papers, magazines,
to advertise their services and promote their services. Marketer use new technology
advantages to create relationship with their customer. Social media is a cost effective tool
that is being used by the healthcare organizations to communicate with communities on
social media and other users. (Brittany A. Hackworth, et al., 2010) Social media has
capabilities to create health awareness in term of inexpensive, quickly and better services
to the patients. Doctors can advise to the patient about highly probability of disease in
those areas where information cannot be provided through tradition available resources.
People can share diet plan and valuable information about the chronic disease. (Nizar
Hussain M, Suresh Subramoniam, 2014)
338 Pakistan Journal of Social Sciences Vol. 35, No. 1
Patients are changing from consumer to healthcare information generator.
Families of patients share information regarding disease with others who have similar
conditions. Social media is a platform where people give feedback on different disease.
Professionals are also using social media. They can share information to their patient
through Facebook and twitter, especially to create cancer awareness. (Lapointe, et al.,
2013) Professional, healthcare providers, pertinent and other people are using social
media to improve health, change and save lives of people(Tom Brodeur, 2012) People
use social media to get advice and information from healthcare providers and
professionals but they hesitate to show their identity and due to privacy issue.( Amrita,
2013)
People communicate on different topics on Facebook, twitter and other social
networking sites. Professional and healthcare experts should engage in conversation to
give feedback, credible and relevant information to the public. (Christine McNab,
2009)Social media includes different social networks, blogs and online forums. As social
media is growing direct face to face and patient to health provider’s moment become
scarcer. Social media has advantages to reach broad accessibility and educate people.
There are some fears and risk that limit our ability and engage conversation with patients
and online communities. (Farris K Timimi, 2012) Patients and healthcare organizations
are increasingly using social media; they are becoming aware of benefits of social media,
which can speed up share of information to patients and their families. (Tom H Van de
Belt, et al., 2012)
In modern life style parents are very busy; they don’t have enough time to delicate
to their children and other members of family. Social media is a tool that provides
information related to children health issues, risk of the diabetes, and relative public
health information. (Ogilvy Washington, 2010)Social media has different opportunities to
communicate different health issues to the larger segment of the internet users. Social
media is a health promotion platform but healthcare organizations should design health
communication program for the targeted age group. Social media may not be used for the
targeted health communication but message can be delivered to larger population as the
traditional media. (Wen-ying Sylvia Chou et.al. 2009) Social media can provide health
information quickly and easily accessible to many more people to prevent illness.
Rapidly growing accessibility of internet and mobile communication, it has
become easy for health professional by using social networking sites to communicate and
share credible health information to public. (Christine McNab, 2009) Privacy is an
important factor that effect communication on social media gaining importance in health
care sector. Privacy in the health sector is growing importance, patient’s share their
health information with their doctors to get proper diagnose and treatment. Patients may
refuse to share health problems like HIV as this information may create social problems
for them and their families, for better information security of the patients and providers
healthcare providers must make public health laws. (Ajit Appari, M. Eric Johnson, 2010).
People are more concern about trustable health information, they don’t trust on
health information which is collected from un-trustable source. Patients and physicians
check the credibility of health information through authentic sources and personal
judgment. (Patric R. Spence, et al., 2013). Millions of people use social media as a
source to get health information. Medical professionals are not generally authors of many
Muhammad Sajjad, Shahzad Akhtar, Muhammad Imdad Ullah 339
articles and other material available on internet and social media, so patients may not get
benefits from these sources and get away from hazard information. Credibility of
information may be accessed through author name, last update of information, and
authentic source. Information providers and healthcare professionals have aware about
the credibility of information. (Matthew S. Eastin, 2006). Medical professionals are
commonly using social networking sites .Medical students and professionals may post
photographs and violate patient privacy. Professionals should train the trainees and
students to follow the law and professional ethics when sharing information on social
media and others.(Lindsay A Thompson, 2011)
Social media has potential to communicate public health information and has
increased communication between health organization and individuals. Health
departments made post to distribute information related to disease, healthy style and
symptoms, but there are few followers on health organizations social media sites. Heath
organizations and departments should develop strategy to expand reach of health
information to many more people. (Rosemary Thackeray, et al., 2012) Social media can
help to health professionals and community to communicate during disasters that threaten
public health. Social media can develop effective health emergency system by responding
to daily stress, sudden events that promote rapid recovery. Social media can enhance can
enhance people health awareness in critical situation in their area but quite difficult to
analyze whether information claimed on social media is credible. (Raina M. Merchant, et
al., 2011).
Patient share health data to be diagnosed and treatment, Thousands of individuals
also contribute personal health data on social media sites, but patients personal data is
submitted for the online business and healthcare providers for the business purposes it
can create a major privacy concern for the individual. Individual are becoming more
worried if their personal health information is to be shared with other patient without
their intention. (Ganthan Narayana Samy, et al., 2014)
III. Research Hypothesis
Figure 1: Conceptual Model
340 Pakistan Journal of Social Sciences Vol. 35, No. 1
Hypothesis 1
Relevant information significantly affects social media marketing to create health
awareness
Hypothesis 2
Privacy Issues significantly affects social media marketing to create health
awareness
Hypothesis 3
Credible information significantly affects social media marketing to create health
awareness
Hypothesis 4
Confidence on information significantly affects social media marketing to create
health awareness
IV. Research Methodology A. Measure Development
The questionnaire is used in this study to measure the health awareness through
social media. Privacy, relevant and credibility of health information is measured by 8-
item Questionnaire adopted from (Amrita Amit, 2013) article. In order to measure the
confidence and health awareness information is measure and 3-item question adopted
from Health Professional Survey of Prescription Drug Promotion.( Department of Health
and Human Services, 2012) All paradigms are adapted from existing scales in the
literature. A five point likert scale is used to collect data and most of statements
categories ranging strongly disagree to strongly agree.
B. Data Collection
In order to measure the health awareness data is collected from different arrears of
Lahore. I targeted the users of the social media as a target group. The respondent must be
citizen of Lahore and staying in Lahore. The users are free to use and have their views on
health information over the Internet or social media. Questionnaires of 369 respondents
Muhammad Sajjad, Shahzad Akhtar, Muhammad Imdad Ullah 341
were received. As a result, response rate was 92.25 percent. Data is assessed through
SPSS 20 for windows. The sample was 76.4% male, 23.3 % female. 47.2% of the
respondents ware Universities graduate, 40.7% post-graduate and 5.4%
professionals.85.6% of the respondents were under 30. People included from different
occupations like doctors, bankers, students, teachers and others from different areas of
Lahore.
C. Methodology
Data is analyzed through Regression and Pearson Correlation of all variables used
in hypothesis in this study. Results of the correlation analysis show that relevant
information, privacy issues, credible information and confidence on information has
statistically significant positive relation on social media marketing. Regression analysis is
also developed to investigate the combined effect of all variables on social media
marketing. The relationship among the variables is tested using multiple regression
analyses. Below is the regression model.
SMMi= C+ B1 (RIi) +B2 (PIi) +B3 (CIi) +B4 (COIi) +E
(SMM=Social media marketing, C=Constant, RI= relevant information, PI= Privacy Issues, CI= Credible Information, COI= Confidence on information, E= Error)
Table 1: Correlation Matrix for variables
1 2 3 4 5
1 Health awareness 1 2 Relevant Information .836** 1 3 Privacy Issues .822** .842** 1 4 Credible information .902** .802** .848** 1 5 Confidence on information .866** .833** .900** .882** 1
** Correlation is significant at the 0.01 level (2-tailed).
Results of correlation analyses indicate that social media marketing is statistically
significant positive related to relative information (r=0. .836; p<0.01), privacy issues
(r=0.822; p<0.01), credible information (r=0.902; p<0.01), and confidence on
information (r=0. 842; p<0.01).Similarly, relative information is also found to be
positively correlated with privacy issues (r=0.802; p<0.01), credible information
(r=0.833; p<0.01), and confidence on information (r=0.848; p<0.01).Privacy issues is
also found to be positively correlated with credible information (r=0.900; p<0.01), and
confidence on information. Credible information is also found to be positive relation with
confidence on information (r=0.882; p<0.01).
Table 2: Regression Model
Model
Un-standardized Coefficients
Standardized Coefficients
t Sig. B Std. Error Beta
1 (Constant) .748 .431 1.734 .084
RHI .510 .074 .274 6.935 .000
PHI -.122 .085 -.072 -1.432 .153
CHI .701 .056 .557 12.538 .000
COHI .363 .093 .211 3.899 .000
342 Pakistan Journal of Social Sciences Vol. 35, No. 1
* Correlation is significant at the 0.05 level (2-tailed).
In regression model social media marketing is dependant variable and relevant
information; privacy issues, credible information and confidence on information are
independent variables. I examined the effects of relevant information, privacy issues,
credible information and confidence on information on social media marketing
statistically significant (F=; 540.726 p<0.01). The results of the regression model showed
that relevant information (β=.510, t=6.935, p<.05), credible information
(β=.701, t=12.538, p<.05) and confidence on information (β=.363, t=3.899, p<.05) have
statistically significant positive effect on social media marketing. The result shows that
the Relative information, privacy issues, credible information and Confidence on
information has positive effect on Social Media Marketing.
Table 3: Model Summary R2
a. Predictors: (Constant), COI, PI, CI, RI
Value of F test is found in ANOVA table as (p<.01) it indicate the high goodness
of fit model. R2
value is .856 and adjusted-R2 values .854 show the positive relationship
of health awareness with social media marketing.
V. Discussion It has been observed that professionals and healthcare providers are using social
media. Healthcare providers can provide authentic and valuable information through
social media to public and patients. It was founded how credible information, privacy
issues, relevant information and confidence on information effects healthcare social
media marketing.
VI. Conclusion and Finding A main contribution of this study is that a meaningful relationship exists among
social media marketing, relevant information, privacy issues, credible information and
confidence on information. I examined the effects of the relevant information, privacy
issues, credible information, and confidence on information on social media marketing.
The result of the regression analysis reveals that relevant information, privacy issues,
credible information, and confidence on information have statistically significant positive
effect on social media marketing. The results of the regression model showed that
relevant information (β=.510, t=6.935, p<.05), credible information
(β=.701, t=12.538, p<.05) and confidence on information (β=.363, t=3.899, p<.05) have
most influence on social media marketing. The results indicate that the policy makers
must ensure that the acceptability of health awareness in rural, Sami Urban and urban
areas. We should identify the gap to ensuring health for all. My findings are consistent
with the results of prior research. The literature has many studies in this field. (Amrita,
2013), the results indicate a statistically significant positive relationship between health
awareness, relevant information, privacy issues, credible information and confidence on
information. As it is very important for healthcare providers to understand which factors
Model R R Square Adjusted R Square
F Sig. value
1 .925a .856 .854 540.726 .000
Muhammad Sajjad, Shahzad Akhtar, Muhammad Imdad Ullah 343
are more influencing health awareness on social media, So that they can make strategies
and take action to create health awareness on social media.
VII. Limitations and Future Research One of the more important limitations of this study, I tried to contact more
respondents from Lahore and tried to use the best resources available to get the
information from the larger population, but time, budget and available resources limited
me to the 369 respondents. Sample size is not large enough to specify the finding and
sample of those people might not be included who don’t use social media sites and
internet. In the future research, it can be investigated the of impact of social media on
health awareness on industrial workers, people living in rural and Sami Urban arrears of
Pakistan with larger sample size.
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