<![CDATA[This study aims to investigate the influence of social media quality and personal branding on brand image and electronic word of mouth (E-WoM) surgical medical services contexr. The research based on Stimulus-Organism-Response (S-O-R) framework and Social Credibility Theory to analyze how digital stimuli shape patients' perceptions and behavioral responses. Using a quantitative explanatory design, data were collected from 150 active followers of surgical medical services who participated social media related through purposive sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that social media quality (clarity, interactivity, and relevance) and personal branding (authority and authenticity) serve as critical drivers in constructing a robust brand image, which subsequently stimulates patient advocacy through E-WOM. The theoretical contribution of this study lies in the integration of service quality and personal dimensions in a high-risk healthcare context, filling a gap in digital branding literature. Practically, this research provides strategic insights for surgical medical services managers to optimize their digital communication strategies and leverage physician credibility to enhance patient trust and institutional reputation. Keywords: Digital Branding; Healthcare Marketing; Personal Branding; Social Media Quality]]>
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