Analyzing research trends in the study of the relationship between digital communications and perceptions of the quality of health services

Mohamed, Hamdia Ezz El-Arab; Agewah, Ali; Abbas, Eman Taher Sayed

doi:10.21608/ejsc.2025.450031

Analyzing research trends in the study of the relationship between digital communications and perceptions of the quality of health services

Document Type : Original Article

Authors

¹ PhD student in the Department of Public Relations and Advertising, Cairo University

² Professor in the Department of Public Relations and Advertising, Faculty of Mass Communication, Cairo University

³ Associate Professor, Department of Public Relations and Advertising, Faculty of Mass Communication, Cairo University

10.21608/ejsc.2025.450031

Abstract

This study analyzed research trends concerning the impact of digital communication on shaping perceptions of service quality in healthcare institutions, focusing on the period between 2015 and 2025. The researcher adopted a second-level analysis approach (meta-analysis) to review 45 published studies in both Arabic and English, extracting the most significant findings and prevailing directions in this field.
The study revealed that digital communication—especially social media—has become a central force in shaping public perceptions of healthcare services. The results showed that interactive and credible content on these platforms enhances trust and generates positive cognitive, emotional, and behavioral effects. However, some studies warned that irresponsible use of these media may trigger anxiety or spread misinformation.
On the other hand, the study highlighted the importance of digital transformation in improving healthcare service quality, as digital tools such as health apps and websites have increased service efficiency and reduced costs. Nevertheless, the research also pointed out challenges facing this transformation, such as the lack of sufficient training for healthcare workers and differing perceptions between management and staff regarding the benefits of digitization.
The study concluded with several research and practical recommendations, including the need to deepen investigations into the impact of artificial intelligence and big data on digital health, and to examine the role of informal public campaigns in shaping public opinion. It also recommended enhancing interactivity and transparency in digital health content, while taking into account the cultural and social diversity of the target audience.
In conclusion, the study affirms the growing importance of digital communication in the healthcare sector, highlighting the need for further research to bridge knowledge gaps—particularly in the context of health crises and among marginalized groups. It also underscores the necessity of developing integrated digital communication strategies that foster trust and ensure the delivery of high-quality healthcare services that meet evolving public expectations.

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