Predicting the success of Twitter in healthcare

Abstract

Purpose The purpose of this paper is to predict Twitter satisfaction by healthcare professionals through integrating constructs of Csikszentmihalyi’s flow theory, quality dimensions and usefulness. Design/methodology/approach Survey responses of 108 physicians from a variety of specialisations in the United Arab Emirates have been validated and analysed by means of partial least squares-based structural equation modelling method using smartPLS software. Findings Service quality has emerged as the most influential quality dimension that positively impact flow state and perceived usefulness of Twitter, while information quality, surprisingly, does not show any effect. The findings also indicate that flow state plays a significant role in shaping physicians’ satisfaction with Twitter. The study also enhances our understanding concerning the effects of perceived usefulness on flow state and satisfaction. Research limitations/implications Understanding factors that influence Twitter satisfaction can help healthcare managers construct appropriate intervention strategies for maximising professional benefits of social media and minimising user resistance. This is important because top managers usually ratify traditional practices that are only of limited effect. Also, the findings help vendors to accentuate user’s concerns in addition to system functionalities in social media applications. Originality/value The paper is an early attempt to propose a model for social media success in a professional context in general and healthcare in particular. It also one of first studies that examine social media satisfaction through integrating contemporary information system success and acceptance models with flow theory.