Citation

Kok Wah, Jack Ng (2025) Empowering healthier decisions: the impact of consumer innovativeness on linking perceived benefits with protective health behaviors through digital marketing in the health-care sector. International Journal of Pharmaceutical and Healthcare Marketing. ISSN 1750-6123

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Abstract

Purpose – This study aims to investigate social media engagement in private health care. The independent variable is perceived benefits, the mediating variable is consumer innovativeness and the dependent variable is health-protective behaviors. Design/methodology/approach – Conducted with 400 participants using purposive sampling due to pandemic restrictions, data were collected through online surveys using validated Likert scales. Statistical analyses, including partial least squares structural equation modeling, were used to assess the relationships, ensuring reliability and validity throughout the research process while upholding ethical standards, such as participant confidentiality and informed consent. Findings – The results indicated that social media engagement in private health care has a significant positive relationship with perceived benefits, consumer innovativeness and health-protective behaviors. Furthermore, consumer innovativeness partially mediates the relationship between perceived benefits and health-protective behaviors. Research limitations/implications – The discussion highlights the necessity for health-care providers to leverage social media effectively to communicate the value of their services. However, this study acknowledges limitations, including a narrow sample size and the effects of pandemic on participant

Item Type:	Article
Uncontrolled Keywords:	Perceived benefits, Consumer innovativeness, Social media engagement, e-health marketing, Health-protective behaviors
Subjects:	R Medicine > RA Public aspects of medicine > RA421-790.95 Public health. Hygiene. Preventive medicine
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	30 Jun 2025 02:45
Last Modified:	30 Jun 2025 02:45
URII:	http://shdl.mmu.edu.my/id/eprint/14146

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