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All Journal Socius: Social Sciences Research Journal
Setiyawan, David Mei
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Religion Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media

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Journal : Socius: Social Sciences Research Journal

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Analisis Blibliometrik Strategi Branding dalam Pemasaran di Rumah Sakit Setiyawan, David Mei; Raffa, Muhammad; Rizqy, Fikri; Hafiyyan, Hubaib Hakam
Socius: Jurnal Penelitian Ilmu-Ilmu Sosial Vol 3, No 3 (2025): October 2025
Publisher : Penerbit Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.17430627

Abstract

This study aims to analyze the trends, interrelations, and research development concerning corporate communication in hospital branding strategies through a bibliometric approach. Data were retrieved from the Scopus database for the publication period 2021–2025 using a combination of keywords: “hospital branding,” “corporate communication,” “healthcare reputation,” and “artificial intelligence.” The analysis was conducted using VOSviewer software to map keyword co-occurrence, author collaboration (co-authorship), and density as well as temporal visualizations. The results reveal that corporate communication serves as a central node in hospital branding research, functioning to build reputation and public trust through the integration of strategic communication and digital technology. Furthermore, the findings indicate a growing trend toward the adoption of artificial intelligence and social media to enhance brand image and patient experience. This study contributes theoretically to the development of technology-based corporate communication concepts in healthcare and provides practical implications for strengthening hospital reputation in the digital era.
Co-Authors Hafiyyan, Hubaib Hakam Raffa, Muhammad Rizqy, Fikri