Abstract
The purpose of this study was to examine the effect of online social networking site activities on brand choice for health-related businesses; the study also explored the mediating impact of brand perception on the connection of online social networking site activities and brand choice in health-related businesses. A self-administered questionnaire was used for data collection from 300 customers, randomly selected from health sector businesses in Pakistan. The findings indicate that online social networking site activities had a substantial influence on customers’ brand choice in health-related businesses and that brand perception mediates the connection between online social networking site activities and customers’ brand choice in health-related businesses. The research also recognized the increasing significance of online social networking sites in health-related businesses. The study offers insights for health-related companies and their managers on visualizing brand perception as well.
Highlights
Today, health businesses are very conscious in understanding the components that impact the improvement of brand value as well as contribute in creating brand decisions (Loss et al, 2014; Raji et al, 2019)
As we utilized a setup estimation scale, confirmatory factor (CF) analysis was calculated in this research, and reliability exploration enables one to contemplate the possessions of estimation scales
This research investigated the effects of health-related social networking site activities on brand choice with the mediating role of brand perception
Summary
Health businesses are very conscious in understanding the components that impact the improvement of brand value as well as contribute in creating brand decisions (Loss et al, 2014; Raji et al, 2019). Businesses have adopted various marketing strategies to retain customers and overcome the level of customers moving from a particular brand to a substitute brand (Zhang et al, 2014). The emerging uses of social media activities like Facebook, Instagram, YouTube, and others in customers’ lives have increased digital posting. Customers have engaged themselves with social media, and it has increased the percentage of users publishing public messages. This implies that brand-related collaborations and experience to marketing efforts progressively occur inside social media sites (Schivinski and Dabrowski, 2015; Mandhyan and Kumar, 2020)
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