The Relationship Between Social Media Marketing and Consumer Brand Engagement of Patients at Specialist-Care Polyclinic Padang Islamic Private Hospital

Social media has become an intrinsic part of life. It is considered an effective tool for promoting health. Hospitals utilize social media as a tool for healthcare social media marketing, aiming to enhance consumer brand engagement. The objective of this study is to determine the relationship between social media marketing and consumer brand engagement among specialist polyclinic patients at Padang Islamic Private Hospital. This research employs a mixed-methods approach with a sequential explanatory design. The study is tested using PLS with the SEMPLS 4.0 application, involving a sample of 108 respondents who were specialist polyclinic patients at Padang Islamic Private Hospital from December 2024 to January 2025. The findings indicate that social media marketing has a positive impact on consumer brand engagement. The trendiness dimension has the strongest influence on social media marketing, while the cognitive dimension has the most significant effect on consumer brand engagement among specialist-care polyclinic patients at Padang Islamic Private Hospital. Keywords: social media marketing, consumer brand engagement, social media, polyclinic specialist-care, hospital