Abstract
This research review presents a comprehensive examination of the intricate relationships between social media engagement, consumer innovativeness, and psychological constructs within the private healthcare sector in SDGs, with particular emphasis on the behavioral shifts during the pandemic. Utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze data from 400 respondents, the research investigates the complex interplay between key psychological drivers self-efficacy, perceived benefits, and behavioral beliefs and their collective influence on health-protective behaviors. The findings underscore the pivotal role of social media engagement in shaping health-related actions, revealing that consumer innovativeness partially mediates these relationships. Notably, behavioral beliefs emerged as the most significant predictor of health-protective behaviors, followed by self-efficacy and perceived benefits, highlighting the nuanced impact of cognitive factors on digital health engagement. The mediating role of consumer innovativeness underscores the necessity for healthcare marketers to foster innovative consumer mindsets to drive the adoption of health-promoting behaviors through social media channels. This study offers crucial theoretical insights into the evolving role of digital marketing in healthcare and provides practical recommendations for healthcare providers seeking to enhance patient engagement and health outcomes through strategic social media use. By identifying the mechanisms through which psychological elements interact with digital platforms, this research contributes to the broader discourse on optimizing digital communication for health promotion in the post-pandemic era.
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