biostudies-literatureUnknown22(3)Beier M<h4>Background</h4>Social media platforms are important tools for hospitals. These platforms offer many potential benefits in various areas of application for hospitals to connect and interact with their stakeholders. However, hospitals differ immensely in their social media adoption. There are studies that provide initial findings on individual factors influencing social media adoption by hospitals, but there is no comprehensive and integrated model.<h4>Objective</h4>This study aimed to develop a comprehensive model of social media adoption by hospitals in the context of the Swiss health care system and to test the model with empirical data from Switzerland.<h4>Methods</h4>To develop our model, we applied the general technology-organization-environment framework of organizational technoloJournal of medical Internet researche16995https://www.ebi.ac.uk/biostudies/studies/S-EPMC7351265biostudies-literatureTechnological, Organizational, and Environmental Factors Influencing Social Media Adoption by Hospitals in Switzerland: Cross-Sectional Study.PMC7351265Fruh SBeier MfalseTechnological, Organizational, and Environmental Factors Influencing Social Media Adoption by Hospitals in Switzerland: Cross-Sectional Study.<h4>Background</h4>Social media platforms are important tools for hospitals. These platforms offer many potential benefits in various areas of application for hospitals to connect and interact with their stakeholders. However, hospitals differ immensely in their social media adoption. There are studies that provide initial findings on individual factors influencing social media adoption by hospitals, but there is no comprehensive and integrated model.<h4>Objective</h4>This study aimed to develop a comprehensive model of social media adoption by hospitals in the context of the Swiss health care system and to test the model with empirical data from Switzerland.<h4>Methods</h4>To develop our model, we applied the general technology-organization-environment framework of organizational technolo2020-01-01T00:00:00Z2020 Mar2026-07-16T02:12:04.064Z2026-07-09T10:30:54.54ZS-EPMC73512653214971810.2196/16995