Mental Factors, Consumer Innovativeness, and Health Preventive Attitude: A Digital Marketing Perspective on SDGs

High customer expectations and health beliefs have driven the rapid adoption of technology and digital innovations in virtual health and wellness in the context of Sustainable Development Goals (SDGs). Consequently, private healthcare faces the challenge of consistently enhancing social media engagement and promoting positive health behaviors through these platforms. Objective: This study aims to explore the role of Consumer Innovativeness in the relationship between social media engagement and Behavioral Beliefs within the context of private healthcare. Theoretical framework: A conceptual framework centered on Health Protective Behaviors (HPB) has been developed to guide this research. Method: To investigate this framework, a quantitative study was conducted involving 400 respondents from both local and foreign backgrounds residing in the Klang Valley. Due to the challenges posed by the COVID-19 pandemic, a non-probability sampling method was employed, specifically purposive sampling, allowing for selective and subjective sample selection for the surveys. Results and discussion: The findings reveal a significant positive relationship between social media engagement and Behavioral Beliefs, as well as between Consumer Innovativeness and Health Protective Behaviors. Moreover, the study highlights that Consumer Innovativeness acts as a partial mediator in the relationship between Behavioral Beliefs and Health Protective Behaviors. Research Implications: This suggests that fostering Consumer Innovativeness can enhance the effectiveness of social media engagement strategies in promoting health behaviors in the private healthcare sector. Originality/ value: the research underscores the importance of leveraging digital platforms to improve health outcomes and encourage proactive health behaviors among consumers.