Uporaba družbenih medijev v slovenskih javnih bolnišnicah v času COVID-19 pandemije : magistrsko delo

Dragić, Urška (author), Jukić, Tina (mentor)

Razvoj družbenih medijev je odprl nove priložnosti na številnih področjih, tudi bolnišnic. Prisotnost bolnišnic v družbenih medijih je dobila še poseben pomen v času pandemije covida-19, ko so se pacienti in ostala javnost obračali na bolnišnice po zdravstvene nasvete in ostale informacije. Hkrati so v času infodemije odigrali pomembno kredibilno vlogo. Vendar pa uporaba družbenih medijev s strani javnih bolnišnic ni dobro raziskana. V Sloveniji taka ali podobna raziskava še ni bila narejena. S tem namenom je bila proučena uporaba družbenih medijev s strani slovenskih javnih bolnišnic. Za namen analize je bil razvit lasten model merjenja uporabe družbenih medijev. Model temelji na parametrih, kot so prisotnost na družbenih medijih, trajanje prisotnosti v letih, število všečkov, število objav, interakcij ipd. Ker je bila raziskava izvedena ravno v času pandemije covida-19, so pri obravnavi njenih rezultatov upoštevani tudi ti dejavniki. Rezultati raziskave so pokazali, da družbene medije uporablja visok delež (80 %) obravnavanih bolnišnic. Največjo dejavnost je bilo zaznati na družbeni platformi Facebook, sledijo Twitter, YouTube, najmanjšo pa na platformi Instagram. Raziskava ni razkrila posebnih vplivov pandemije covida-19 na nova pridruževanja bolnišnic k družbenim medijem. Po drugi strani pa zaznala vpliv pandemije v analizi vsebine objav bolnišnic na njihovih profilih na platformah družbenih medijev, saj je bilo zaznanih kar 85 % objav na to temo. Rezultati raziskave so koristni tako za raziskovalce s področja zdravstva kot za stroko s področja odnosov z javnostmi, saj prispevajo k poglobljenemu razumevanju uporabe družbenih medijev v javnih bolnišnicah, pa tudi drugih javnih zdravstvenih organizacijah.

• Language: Slovenian
• Keywords: družbeni mediji, javne bolnišnice, Facebook, Instagram, Twitter, YouTube, pandemija covida-19
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: FU - Faculty of Administration
• Place of publishing: Ljubljana
• Publisher: [U. Dragić]
• Year: 2022
• Number of pages: IX, 104 str.
• PID: 20.500.12556/RUL-142901
• UDC: 077.5:614.21:616-036.21:578.834(497.4)(043.2)
• COBISS.SI-ID: 134427395
• Publication date in RUL: 01.12.2022

DRAGIĆ, Urška, 2022, Uporaba družbenih medijev v slovenskih javnih bolnišnicah v času COVID-19 pandemije : magistrsko delo [online]. Master’s thesis. Ljubljana : U. Dragić. [Accessed 10 October 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=142901

Secondary language

• Language: English
• Title: Use of social media in Slovenian public hospitals during the COVID-19 pandemic

Abstract

The development of social media has opened up new opportunities in many areas, including hospitals. The presence of hospitals in social media gained special importance during the COVID-19 pandemic, when patients and the rest of the public turned to them for medical advice and other information. At the same time hospitals played an important role as credible sources of information during the infodemic. However, the use of social media by public hospitals is not well researched, nor has such or similar research been conducted in Slovenia. With the aim to obtain more data on this topic, an analysis of social media use by Slovenian public hospitals during the first year of the COVID-19 pandemic was carried out in the frame of this paper. For the purpose of analysis, the author developed her own model of measuring the use of social media, which is based on parameters such as presence on social media, duration of presence in years, number of likes, number of posts, interactions, etc. As the research was carried out during the course of the COVID-19 pandemic, the results were interpreted with this factor in mind. The results of the research showed that a high proportion (80%) of the hospitals in question use social media. The greatest activity was detected on the social network Facebook, followed by Twitter and YouTube, whereas the least activity was observed on Instagram. The survey did not reveal specific impacts of the COVID-19 pandemic on the rate of new hospitals joining social media platforms. Nontheless, the impact of the pandemic can be detected in the analysis of the content hospitals posted on their social media profiles–as as many as 85% of posts were related to the COVID-19 pandemic. The results of this research are useful both for researchers in the field of healthcare and for professionals in the field of public relations, as they contribute to a deeper understanding of the use of social media in public hospitals, as well as other public healthcare organisations.

• Keywords: social media, public hospitals, Facebook, Instagram, Twitter, YouTube, COVID-19 pandemic