Exploring the Impact of Facebook Fan Pages of Long-Term Care Institutions for Elders With Dementia on Family Members’ Selection Intentions

With Taiwan’s declining birth rate and aging population, the demand for long-term care institutions has increased, particularly for individuals with dementia. However, selecting a suitable institution remains a challenge for families. While social media, particularly Facebook fan pages, has emerged as a key information source, its influence on decision-making is underexplored. This study addresses this gap by examining how Facebook fan pages impact family members’ selection intentions for long-term care institutions. A survey of 300 respondents was conducted using a structured questionnaire, analyzed through structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA). The findings reveal that information richness, social interaction, information reliability, emotional connection, and online service quality significantly influence selection intentions. Additionally, the fsQCA results highlight multiple configurations leading to both high and low selection intentions, indicating that these factors interact in complex ways. Demographic differences also affect perceptions, with younger respondents and those in certain occupational sectors engaging more actively. This study supports the information interaction theory, demonstrating how social media enhances transparency and trust in healthcare decision-making. The findings offer practical implications for long-term care institutions, emphasizing the need to optimize social media engagement strategies to improve trust, service perception, and ultimately, selection decisions.