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Exploring Hospitals' Use Of Facebook: Thematic Analysis, N. Kordzadeh, Diana K. Young
Exploring Hospitals' Use Of Facebook: Thematic Analysis, N. Kordzadeh, Diana K. Young
School of Business Faculty Research
Background: Although health care organizations such as hospitals and clinics have widely embraced social media as a means to educate the community on health topics and increase patient loyalty and satisfaction, little is known about the content these organizations actually share when using social media channels.
Objective: This study aimed to explore the types of content US hospitals post on their Facebook pages and how hospitals’ Facebook activities differ with regard to content types.
Methods: We collected and thematically analyzed more than 1700 Facebook posts made over a 3-month period by 17 US hospitals. During the first phase, the 2 …