ArticleJournal of medical Internet research2025
Leveraging Promotional Strategies to Enhance Hospital Influence on Social Media: Cross-Sectional Study.
Article in Journal of medical Internet research, 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 3 papers.
What it found
Each row is one number read from the abstract, on the scale the paper reported it, with its interval. Left of the dashed line favours the treatment, right favours the comparator. Under each row is the sentence it came from. New to these charts? A ten-minute tutorial.
The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
The trial behind it
Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.
Neither the registry nor the abstract names a trial number. If this is a trial report, that itself is worth knowing.
Who cites it
3 citing papers in PubMed.
- Critical reflections on post-pandemic dengue surveillance in Quezon city, Philippines.Tropical medicine and health · 2026Article
- Short-form video platforms as a source of ankylosing spondylitis information: a cross-sectional content analysis.Frontiers in digital health · 2026Article
- Parental anxiety in China's social media marketing of early orthodontics.Frontiers in public health · 2026Article
Corrections and comments
PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.
Authors and funding
3 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
backgroundSocial media has become a vital platform for hospitals to engage with the public, disseminate health knowledge, and build trust. While promotional strategies have shown potential to enhance social media influence, the mechanisms through which these strategies impact hospital influence on social media remain unclear. Furthermore, the effectiveness of these strategies may vary across hospitals of different types and regions, necessitating a deeper understanding of their contextual applicability.
objectiveOn the basis of an integrated theoretical framework that combines multidisciplinary perspectives from communication, marketing, and organizational management, this study aimed to investigate the effects of 3 dimension-based promotional strategies (activity, interactivity, and entertainment value) on 4 dimensions of hospital social media influence (audience reach, audience approval, audience interaction, and dissemination power). It also sought to explore variations in the effectiveness of these strategies across hospitals of different types and regions.
methodsData were collected from 721 officially verified hospital Weibo accounts and integrated with multidimensional hospital characteristics from the DXY National Hospital Database. Multivariate linear regression analysis was used to assess the relationship between promotional strategies and social media influence while controlling for hospital-specific characteristics. Heterogeneity analysis was conducted by incorporating interaction terms between promotional strategies and categorical dummy variables (used to group hospitals based on their characteristics) into the regression model. In addition, robustness checks were implemented to validate the stability of the main findings.
resultsThe promotional strategies of activity and interactivity demonstrated significant and consistent positive effects across all dimensions of social media influence. Specifically, a 10% increase in the number of Weibo posts (activity) was associated with a 4.8% increase in followers (P<.001), a 4.4% increase in maximum likes (P<.001), a 3.1% increase in maximum comments (P<.001), and a 4.9% increase in maximum shares (P<.001). Similarly, a 10% increase in the number of accounts followed by hospitals (interactivity) corresponded to a 4.5% increase in followers (P<.001), a 2.4% increase in maximum likes (P=.002), a 2.4% increase in maximum comments (P<.001), and a 3.1% increase in maximum shares (P<.001), whereas entertainment value had a more limited impact, significantly enhancing audience reach and approval in specific contexts. The heterogeneity analysis indicated that hospital ownership (public vs private), size, ranking, and regional location were key factors influencing the effectiveness of social media promotional strategies.
conclusionsThis study provides empirical evidence on how promotional strategies influence hospital social media performance and underscores the importance of tailoring strategies based on hospital type and regional characteristics. The findings emphasize that hospitals should strategically choose communication approaches that align with their unique characteristics. By tailoring promotional strategies to their specific attributes and regional contexts, hospitals can effectively enhance their social media influence, foster stronger public trust, and promote sustainable digital transformation.
Indexed as
Identifiers
What OpenQuestion holds
Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.