Examining the mediating role of renewable energy awareness on the effect of social media marketing on patients’ evaluation of hospital services

Purpose This study aims to investigate the mediating role of renewable energy awareness in the relationship between social media marketing activities and patients' evaluation of hospital services. Design/methodology/approach A quantitative research design was adopted, focussing on 190 private and public healthcare institutions in Istanbul, Türkiye. The study utilized Partial Least Squares Structural Equation Modelling (PLS-SEM) to analyse the data and confirm the validity and reliability of the measurement scales through factor analysis. Findings The results indicate that social media marketing positively influences patients' evaluation of hospital services, with renewable energy awareness acting as a significant mediator. Patients in the conscious consumer segment are more likely to be influenced by social media marketing when evaluating hospital services, particularly when the healthcare institutions emphasize the use of renewable energy. Research limitations/implications This research is limited to healthcare institutions in Istanbul and may not be generalizable to other regions or industries. Future research could explore similar relationships in different sectors or geographical areas. Practical implications Healthcare providers can enhance patient evaluations of their services by incorporating renewable energy initiatives and promoting these efforts through social media marketing. Social implications The study highlights the importance of raising awareness about renewable energy in healthcare, contributing to sustainable practices and patient engagement. Originality/value This research provides novel insights into the intersection of social media marketing, renewable energy awareness, and healthcare service evaluation, offering valuable implications for both practitioners and policymakers.