This study examined the impact of social media networking on the business growth of private hospitals in Nigeria, with a particular focus on the moderating role of artificial intelligence (AI). Drawing upon the Diffusion of Innovation Theory and Actor-Network Theory, the study examined how platform utilisation and interaction and engagement influence patient volume growth and revenue growth. A cross-sectional survey design was employed, and data were collected from 282 respondents across 24 private hospitals offering in-vitro fertilisation (IVF) services in South-East Nigeria. The data were analysed using Partial Least Squares - Structural Equation Modeling (PLS-SEM). Results revealed that platform utilisation and interaction and engagement significantly influence both patient volume growth and revenue growth. Furthermore, AI was found to significantly moderate the relationship between social media networking and business growth. These findings underline the importance of integrating digital platforms and AI-driven tools in private healthcare systems to enhance patient engagement and ensure sustainable growth. The study offers theoretical and practical implications for hospital administrators, policymakers, and digital strategists in emerging economies.

Keywords: social media networking, artificial intelligence, platform utilisation, interaction and engagement, business growth, patient volume growth, revenue growth.