<![CDATA[The increasing use of social media has enhanced private hospitals’ exposure to negative digital content that may affect public perceptions and trigger cancel culture. This study investigates the relationships among Negative Social Media Content Virality, Positive Electronic Word-of-Mouth (eWOM), Corporate Reputation Shield, and Cancel Culture to identify digital reputation protection mechanisms in private hospitals. A quantitative cross-sectional approach was conducted involving 196 respondents selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS and 5,000 bootstrap subsamples. The results indicate that Positive eWOM and Corporate Reputation Shield simultaneously influenced Negative Social Media Content Virality (R² = 0.216; p < 0.001). Negative Social Media Content Virality significantly affected Cancel Culture (β = −0.332; p < 0.001), while Corporate Reputation Shield reduced Negative Social Media Content Virality (β = −0.459; p < 0.001). However, Positive eWOM and Corporate Reputation Shield did not significantly moderate the relationship between Negative Social Media Content Virality and Cancel Culture. These findings highlight that Corporate Reputation Shield functions more effectively as a direct predictor. Strengthening reputation through service quality, transparent communication, patient safety, and stakeholder engagement can help hospitals manage negative digital issues.]]>
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