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All Journal Berkala Ilmu Kesehatan Kulit dan Kelamin Biomedika Jurnal Kesehatan Medical Laboratory Technology Journal Syntax Literate: Jurnal Ilmiah Indonesia Herb-Medicine Journal Jurnal Penelitian Sains Teknologi MAGNA MEDICA: Berkala Ilmiah Kedokteran dan Kesehatan Jurnal Keperawatan Suaka Insan PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat Health Information : Jurnal Penelitian Jurnal Ilmiah Permas: Jurnal Ilmiah STIKES Kendal PREPOTIF : Jurnal Kesehatan Masyarakat Journal of Telenursing (JOTING) Jurnal Mandala Pengabdian Masyarakat Journal La Bisecoman JOURNAL LA MEDIHEALTICO Open Access Indonesian Journal of Medical Reviews Journal of Innovation Research and Knowledge Proceeding ISETH (International Summit on Science, Technology, and Humanity) Jurnal Riset Rumpun Ilmu Kedokteran (JURRIKE) Indonesian Health Issue Jurnal Pengabdian dan Pengembangan Masyarakat Indonesia Urecol Journal. Part E: Engineering Prosiding University Research Colloquium Jurnal Pengabdian Masyarakat Medika International Journal of Health Science and Technology JHeS (Journal of Health Studies) Journal Research of Social Science, Economics, and Management Jurnal Inovasi Pengabdian dan Pemberdayaan Masyarakat IIJSE Jurnal Penelitian Multidisiplin Bangsa
Yusuf Alam Romadhon
Universitas Muhammadiyah Surakarta
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Journal : Indonesian Health Issue

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Bibliometric Analysis of Social Media Marketing and Hospital Brand Credibility: A Systematic Mapping Review Guntur Adi Wibowo; Aflit Nuryulia Praswati; Yusuf Alam Romadhon
Indonesian Health Issue Vol. 5 No. 1 (2026): FEBRUARY
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/inhis.v5i1.166

Abstract

Background: The development of social media has driven a transformation in hospital healthcare marketing strategies, making the formation of brand credibility through digital platforms an important issue. Objective: This study aims to systematically map and analyze the development of research on social media marketing and its relationship with the formation of hospital brand credibility, with a focus on the roles of brand awareness, brand trust, and parasocial relationships. Methods: This study employed a systematic mapping review approach guided by PRISMA stages in the processes of literature identification and selection. Data were obtained from the Scopus database on June 26, 2025. A total of 26 scientific articles were selected through identification, title and abstract screening, and eligibility assessment based on inclusion criteria. The reviewed studies were predominantly quantitative, employing survey-based methods and structural equation modeling, with a smaller proportion using mixed-method approaches. Data analysis was conducted using a bibliometric approach with VOSviewer software to map publication trends and conceptual relationships among variables. Results: The analysis indicates an increase in the number of publications since 2021, with dominant themes related to digital branding, consumer trust, and emotional interaction through social media. Keyword mapping shows that brand awareness and brand trust are key conceptual nodes closely connected to parasocial interaction and brand credibility. The reviewed studies indicate positive relationships between social media marketing activities, increased brand awareness and brand trust, and the formation of brand credibility, although the strength of these relationships varies across studies. Conclusion: Social media marketing plays a role in strengthening hospital brand credibility through enhanced brand awareness, trust formation, and the reinforcement of psychological relationships with audiences. These findings represent a synthesis based on literature mapping and do not yet reflect direct causal measurement; therefore, further empirical research is still required.
Co-Authors Abdussalaam, Arrizqi Hafidh Abdussalam, Arrizqi Hafidh Adang Muhammad Gugun Aflit Nuryulia Praswati Alif Rachman Chresandiputra Almansyah, Wanda Emdia Alyssa Sindy Jatiningtyas andi hermawan Andriani, Jatri Amellcia Anggitaratri, Zakia Novi Anika Candrasari Anton Agus Setyawan Arfa Bima Firizqina Arfa Bima Firizqina, Arfa Bima Arismar, Fiqi Rahardian Ariyanto, Hani Purwo Arrantissi, Syauqi Hanif Arrizqi Hafidh Abdussalaam Aryati, Mandarini Dwi Putri Asti Nurhayati Asyari, Aulya Rahmanisa Paramitha Aulia Mega Safira Ayu Zahrani Ayuningrum, Nyovita Azenta, Moch. Tabriz Aziz, Yusuf Abdullah Azizah Fatmawati Azizah, Restu Noor Azzahra, Hanifah Insyiroh Bachuroh Fasda Binuko, Raafika Studiviani Dwi Burhannudin Ichsan Darmawan, Alvien Davina, Aifa Putri Desi Ekawati Devi Usdiana Rosyidah Dwi Budi Santoso Eka Pramudian Rismayanti Em Sutrisna Erna Herawati Erna Herawati, Erna Fadhila, Zahra Hayuna Faradisa, Nida Faricha Kurnia Illahi Farida, Dany Farma, Aufa Faza Fauzan Fasda, Bachuroh Fiftin Desy Auliafadina Fiftin Desy Auliafadina, Fiftin Desy Firda, Fathiyyatu Assadiy Firdausi, Nida Faradisa Fithriyah, Sa'idatul Flora Ramona Sigit Prakoeswa Futana, Ninda Pradani Geraldo Zikri Azmi Ramadhan Guntur Adi Wibowo Hadi, Cahyono Handayani, Alya Nurkinasih Putri Happy Kurnia Permatasari Hasabi, Faris Hasmeinda Marindratama Hasmeinda Marindratama, Hasmeinda Hasna, Bilqis Herdian Alfiya Hilyati, Nor Ihsan, Rizki Muhammad Imronudin Imronudin, Imronudin Iskandar Iskandar Iskandar Iskandar Iwan Setiawan Jatri Amellcia Andriani Khairunnisa, Edgina Kumala, Aswa Arsa Kurniati, Yunu Prastyo Kurniawati, Yuni Prastyo Latifah, Lisanul Lestari, Nining Lili Puspadewi Listiana Masyita Dewi Mahabhagawati, Iga Kustin Marti Eka Ning Tias Maulana, Taqwa Ziyan Mayangsari, Ayu Meilianda, Chellin Moch Althof Naufal Ardhi Muhajiriansyah, Muhajiriansyah Muhamad Nur Sidiq Muhammad Adnan Muhammad Irvan Muyassar, Ziyad Agung Muzakar Isa Nadya Dwi Puspitasari Najwa Chindykia Yuliasta Nendika Dyah Ayu Murika Sari Nida Faradisa Fauziyah Nurhayani nurhayani Nurnawati Soga Paramadina, Izzati Parawansa, Karmila Indar Parawansa Praswati, Aflit Puspadewi, Lili Puspitasari, Nadya Dwi Restu Noor Azizah Retno Sintowati - Retno Wulandari Retno Wulandari Rismayanti, Eka Pramudian Rosyidah, Dewi Usdiana Rosyita, Fadhilla Jihan S Sulistyani Safira, Aulia Mega Saiful Hidayat Salsabila, Naura Sania Nurul Qurrata Sari, Dhony Nurlita Sari, Nur Amalia Sari, Winda Atika Setyawan, Ari Bambang Sidiq, Muhamad Nur Siti Soekiswati Soga, Nurnawati Sri Wahyuni Subiantoro Subiantoro Sulastijah, Siti Sulistyani , S Sulistyani Sulistyani Sulistyani Sulistyani Sulistyani, S Sulthon, Pradestya Achmad Sumbaga, Utari Anggit Suryanto Susanto, Syarafina Ayu Putri Susanto, Syarafina Ayu Putru Syawaliyah, Ainun Nimah Tias, Marti Eka Ning Tishya Fadiliafasha Tri Agustina Triwijaya, Dedy Tuanaya, Muhammad Rizqy Noer Udiani, Asih Arifah Utami, Shindy Yudha Wasifah, Wasifah Widodo, Dhito Widodo, Dhito Putranto Dwi Widyananda, Honesty Trisna Wiyadi Wiyadi Yunandar, Rio Yuni Prastyo Kurniati Yunus Yunus Zahrani, Ayu Zahro, Ikhya' Izatus Zakaria, Revalina Adinda