Health Marketing Quarterly最新文献

Given the global importance of safe sex practices, understanding what drives condom purchase intention (CPI) among young people is especially critical in emerging regions. Drawing on the theory of planned behavior and protection motivation theory, this study scrutinizes the associations between self-efficacy (SE), perceived behavioral control (PBC), subjective norms (SNs), comfort in purchasing (CIP), information regarding sexually transmitted infections (IRSTIs), embarrassment about negotiation (EAN) and CPI among Generation Z. This study employed a mixed-methods design to examine these relationships in the context of Vietnam, a developing country. Using a sample of 318 participants, the results show that SE, PBC, IRSTIs, and EAN are associated with CPI, whereas SNs and CIP are not. Moreover, the connection between SNs and CPI is weaker among single individuals than partnered ones. Findings offer theoretical and managerial implications, contributing to literature on decision-making concerning safe sex practices, preventive behaviors, and condom marketing in developing nations.

Digital healthcare offers a promising solution for bridging the equity gap and leveraging technology to deliver healthcare services remotely to vulnerable populations. Focus group discussions (FGDs) were conducted to enrich our understanding of how variables previously identified in the literature fit the research context. Eleven research hypotheses that were developed were tested using quantitative methods. Results highlight that customer operant, clinical, personal network, and digital resources enhance participation behavior in digital healthcare. This study provides insights into how participation behaviors improve subjective well-being and effectively strengthen loyalty through the mediating role of subjective well-being.

The rise of digital disruption and the spread of misinformation pose significant challenges for health marketers striving to develop credible and reliable content. Using Taylor's Six-Segment Message Strategy Wheel, this analysis assesses how strategic appeals in anti- and pro-vaccination messages influence recognition and audience perception of vaccination stance. Results show that emotional messaging, especially when visual, enhances recognition, while combining emotional and informational appeals increases persuasive impact. By analyzing user-created health messages, this study offers practical guidance for crafting campaigns that resonate with audiences and counter misinformation, ultimately supporting efforts to restore trust in public health marketing campaigns.

This study examines the drivers of continued telemedicine use in the post-COVID-19 era by integrating the Unified Theory of Acceptance and Use of Technology (UTAUT) with the Health Belief Model (HBM) and introducing credibility as the linking mechanism between the two frameworks. An online survey of prior telemedicine users in South Korea produced 329 valid responses. Using partial least squares structural equation modeling, we find that performance expectancy, effort expectancy, and social influence significantly increase behavioral intention, which in turn promotes continued use. HBM beliefs (perceived severity, perceived susceptibility, and self-efficacy) increase credibility, and credibility mediates their influence on behavioral intention and continued use. Results indicate that continued engagement depends on both technology evaluations and psychological determinants, particularly credibility. The findings can direct health marketing to prioritize credibility-anchored value propositions and clear processes over risk appeals, offering actionable guidance for government-supported telemedicine promotion initiatives.

This study investigates how operational transparency ("labor illusion") in digital healthcare interfaces shapes patient experience. Two within-subjects experiments using simulated patient portals compared real-time process displays with immediate results and with pre-process information. Across both studies, patients preferred interfaces showing laboratory analyses in progress, even when waiting was required. This persistence, even with advance information, suggests transparency adds value beyond uncertainty reduction. Results highlight timing as a boundary condition for transparency's impact and indicate that real-time observation provides both informational reassurance and experiential engagement. By enhancing patient experience, operational transparency may foster trust, satisfaction, and engagement-outcomes central to health marketing. For providers and marketers, transparency can be framed as both a design feature and a strategic tool to increase portal adoption, patient loyalty, and long-term engagement. The research extends operational transparency theory to digital healthcare and offers guidance for patient-centered platform design.

Belief perseverance poses a significant challenge to health marketing campaigns seeking to correct consumer misconceptions. This study explores why consumers persist in inaccurate health-related beliefs despite exposure to substantial disconfirming evidence. Using a survey and qualitative assessment of 153 undergraduate and graduate students, we measured subjective beliefs about organic food benefits before and after presenting factual evidence that contradicted those beliefs. Thematic analysis of open-ended responses identified five distinct subsets of belief perseverance, i.e. Discreditors, Debaters, Skeptics, Upholders, and Fencers, each exhibiting different cognitive and emotional rationales for resisting belief change. Findings reveal that emotional attachment and motivated reasoning often override rational processing, limiting the effectiveness of purely informational interventions. The study provides practical recommendations for health marketers, including the use of affirmation framing, credible message sources, and adaptive corrective strategies tailored to consumer typologies. Implications are discussed for designing campaigns to overcome belief perseverance and promote positive health behavior change.

Health-care apps have become a boon for individuals, offering easy access to doctors, record maintenance, and health tracking. However, the research on healthcare apps among the rural population is scarce. The present research comprehends the motivators and barriers associated with healthcare app adoption among the rural population. Using a generic qualitative research design with roots in an interpretivist paradigm, the study was conducted with the help of semi-structured interviews collected from the rural population and analyzed using thematic analysis. A total of 21 responses were collected using a semi-structured interview. The findings reported perceived usefulness, ease of access, and trust in these apps as the motivation for adoption of health-care apps. In contrast, aversion to change, lack of awareness, and complexity of healthcare apps were identified as barriers. The insights provide several implications for policymakers seeking to expand the reach of health-care apps among rural populations.

An experimental design with four conditions explored ethnic differences in perceptions of aisle placement of zero-alcohol beverages and social norms around alcohol. Findings from 809 responses showed aisle placement did not affect social norms (descriptive and injunctive), intentions to buy, or consume alcohol. No significant differences were found between Māori, Pasifika, and the general population. Theoretical contributions extend the theory of normative social behavior to include aisle placement effects and the importance of referent groups from a cultural perspective. Managerial contributions suggest health marketing interventions to boost zero-alcohol beverage purchases and reduce alcohol harm.

Transformative, culturally sensitive healthcare can improve health outcomes for Hispanic women in the U.S., especially in preventive care among young adults, to reduce breast and cervical cancer mortality. This research extends the Health Belief Model by focusing on family dynamics and health advocacy, addressing gaps in preventive care literature. It positions women's engagement in preventive care as a mediator, linking personal and family health choices to community advocacy. By addressing individual and familial barriers, the study extends understanding of how culturally sensitive care influences preventive health behaviors and provides a framework for policymakers and future targeted interventions.

Amplification of informational social media posts are crucial for disseminating tobacco control messages as part of an integrated behavior change strategy. Our study explores the amplification effectiveness of fear-based, trust-based, and linguistically complex framing for tobacco control appeals from credible sources and in general. Analyzing 42,261 tweets from 102 accounts using natural language processing techniques, we found fear-based (38.75%) and complex appeals (31.53%) increased retweets, while trust-based decreased them (-37.28%). Credible sources amplified trust-based (58.98%) and fear-based (69.58%) appeals but reduced the amplification of complex messages (-11.01%). Consequently, we highlight the need for strategic framing of tobacco control messages for greater impact.