Empowering Health: Crafting Innovative Propositions for a Health Protective Behavior Framework through Strategic Digital Marketing Engagement in the Healthcare Landscape
The study investigates the influence of psychological factors on health protective behaviors and examines the role of consumer innovativeness in mediating these relationships. Utilizing a conceptual framework derived from established theories such as the health beliefs model, theory of planned behavior, and protection motivation theory, the research focuses on key psychological variables, including self-efficacy, perceived benefits, and behavioral beliefs, as independent variables, with health protective behaviors identified as the dependent variable. The systematic review synthesized findings from peer-reviewed articles published between 2018 and 2024, focusing on the relationships among consumer innovativeness, health behaviors, and digital engagement. Selection criteria included empirical studies and theoretical frameworks that provided insights into consumer behavior during health crises, particularly emphasizing the role of psychological factors and innovative marketing strategies. Ten hypotheses were developed to establish relationships among these variables, allowing for a comprehensive exploration of the psychological factors. The study analyzes consumer innovativeness as a mediating variable, positing that individuals who are more open to new ideas and experiences are likely to engage more actively in health protective behaviors. A significant aspect of the research is its emphasis on understanding how social media engagement impacts health awareness and preventive measures. By exploring the interplay between psychological factors and innovative consumer traits, the study provides valuable insights into enhancing the effectiveness of health promotion strategies. Ultimately, the findings contribute to both public health strategies and consumer behavior literature, highlighting the importance of integrating psychological and innovative approaches to foster better health outcomes.