Abstract: The general objective of this study was to examine the effect of the user attributes on the adoption of social media marketing by hospitals in Nairobi City County, Kenya. A total of 51 respondents from both public and private hospitals were used as the sample size for the study. Data was collected using a semi-structured questionnaire. Statistical analysis included Cronbachs Alpha, Correlation, Regression and Analysis of Variance was done. This study tested the null hypotheses that the user attributes or the hospital’s marketers attributes do not have a significant effect on the adoption of social media marketing by Hospitals in Nairobi City County, Kenya. Hypothesis testing using p-value approach was done to give the strength of the decision to reject or fail to reject the null hypothesis. The study found that there was a positive and significant relationship between user attributes and adoption of social media marketing. The study, therefore, recommends that for hospitals to adopt social media marketing successfully, they must evaluate the capabilities of their marketers prior to engaging them to adopt and manage social media marketing in their hospitals.
Keywords: social media analytics, healthcare communication, social media, user attributes, hospital marketing.
Title: The Effect of User Attributes on the Adoption of Social Media Marketing by Hospitals in Nairobi City County, Kenya
Author: Eunice Mwangi, Dr Mike Iravo, Dr Agnes Njeru
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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