FORMING THE IMAGE OF PHYSICIANS ON SOCIAL NETWORKS: THEORETICAL CHALLENGES AND OPPORTUNITIES

Abstract

Social media has fundamentally transformed communication paradigms in healthcare, significantly
influenced the public image, and the roles of medical professionals. This article examines the theoretical background of the influence of social media on the public perception of medical professionals, exploring its benefits, risks, and ethical responsibilities, with a particular emphasis on aspects of ethics, professionalism, and information reliability. Drawing on recent research, it is highlighted that authentic and responsible online communication can enhance patient attraction and engagement, strengthen public trust, and improve public health literacy. Practical Recommendations are provided for medical professionals on how to effectively use social media for image building, thereby ensuring public trust and enhancing society’s health literacy. This paper adopts an interdisciplinary perspective and is purely theoretical.