School of Management, Shandong University, Jinan, China.
Shandong Institute of Talent Development Strategy, Shandong University, Jinan, China.
Front Public Health. 2024 Sep 20;12:1459536. doi: 10.3389/fpubh.2024.1459536. eCollection 2024.
The exposure of the content posted by doctors on social media has the potential to influence how patients perceive and judge doctors. It is necessary to further investigate whether and how the content posted by doctors affects patients' health behaviors and outcomes, as well as to identify the factors that may influence this mechanism.
Multi-respondent survey data was collected from 35 doctors and 322 patients in China, and structural equation modeling (SEM) was used to test the hypothesis model.
The findings revealed that doctors posting professional knowledge content on social media positively impacted patient adherence and treatment effectiveness. Conversely, doctors sharing personal life-related content on social media were associated with lower patient adherence and poorer treatment outcome. Moreover, doctor gender and doctor humor moderate the relationship between social media behavior of doctors and patient adherence.
Doctors sharing professional knowledge on social media not only fosters trust in physicians but also closely correlates with patient adherence and treatment effectiveness.
医生在社交媒体上发布的内容可能会影响患者对医生的看法和评价。有必要进一步研究医生发布的内容是否以及如何影响患者的健康行为和结果，并确定可能影响这一机制的因素。
本研究在中国收集了 35 名医生和 322 名患者的多回应者调查数据，并使用结构方程模型（SEM）来检验假设模型。
研究结果表明，医生在社交媒体上发布专业知识内容对患者的依从性和治疗效果有积极影响。相反，医生在社交媒体上分享与个人生活相关的内容与患者的依从性较差和治疗效果较差有关。此外，医生的性别和幽默感调节了医生的社交媒体行为与患者依从性之间的关系。
医生在社交媒体上分享专业知识不仅有助于建立对医生的信任，而且与患者的依从性和治疗效果密切相关。
