Empowering Healthier Choices: Consumer Innovativeness, Perceived Benefits & Protective Health Behaviors in Digital Healthcare Marketing

The research investigates the relationship between perceived benefits (PB) and consumer innovativeness (CI) in private healthcare, focusing on the influence of social media engagement. The pandemic has accelerated the shift toward digital communication, prompting the need for innovative healthcare delivery methods and improved consumer interactions. The study aims to understand how PB impact consumer innovativeness and how this relationship influences health protective behaviours among healthcare consumers. Conducted with 400 participants using purposive sampling due to pandemic restrictions, data were collected through online surveys employing validated Likert scales. Statistical analyses, including PLS-SEM, were utilized to assess the relationships, ensuring reliability and validity throughout the research process while upholding ethical standards, such as participant confidentiality and informed consent. The findings indicate a significant positive correlation between PB and CI, demonstrating that PB enhance customer interaction via social media engagement. The discussion highlights the necessity for healthcare providers to leverage social media effectively to communicate the value of their services. However, the study acknowledges limitations, including a narrow sample size and the effects of pandemic on participant interactions. Future research should broaden geographic scope, examine demographic differences, and assess the role of personality traits in CI. The research contributes to existing literature by emphasizing the essential role of PB and CI in fostering innovative consumer behaviours. It suggests actionable strategies for healthcare providers to enhance consumer engagement and promote health protective behaviours through effective social media use. The study offers valuable insights for improving healthcare communication and delivery in the evolving digital landscape.