The Impact of Influencer Physicians Perceived Source Credibility by Consumers on Healthcare Institution Choice

Advancing information technologies have extended medical expertise beyond health institutions to social media, making it more accessible. Since the pandemic, many specialist physicians have gained visibility on these platforms, influencing how people learn about health. This study explores the impact of doctors' social media presence on individuals' choice of healthcare providers, focusing on perceived source credibility. The research targets social media users in Türkiye over 18. This quantitative study was conducted based on the general survey model, using the online survey method, and analyzed based on 482 valid responses. Findings reveal that the professional stance of healthcare institutions and physicians on social media directly influences healthcare preferences. However, negative effects in attractiveness dimensions suggest that psychological and sociological factors in health decisions require further investigation. The study highlights the need for a strategic approach to social media use in the health sector.