Transformation in Health: Social Media Physician in Türkiye

The aim of this study is to try to understand and explain social media physicians. In this study, firstly, the market institutional logic and social media, which are thought to form the conceptual framework of the concept of social media medicine in the institutional framework, are mentioned. The research is a case study conducted with qualitative research methodology and data triangulation is used in this study. In the study, 1000 posts of 20 social media physicians with more than 500,000 followers in Turkey were analyzed through content analysis. Then, in-depth face-to-face semi-structured interviews were conducted with 10 physicians from different specialties using Instagram. As a result of the research, it was stated that the emergence of the concept of social media physician was realized through the interaction of market institutional logic and social media processes and the concept was defined.