Purpose This study aims to investigate social media engagement in private health care. The independent variable is perceived benefits, the mediating variable is consumer innovativeness and the dependent variable is health-protective behaviors. Design/methodology/approach Conducted with 400 participants using purposive sampling due to pandemic restrictions, data were collected through online surveys using validated Likert scales. Statistical analyses, including partial least squares structural equation modeling, were used to assess the relationships, ensuring reliability and validity throughout the research process while upholding ethical standards, such as participant confidentiality and informed consent. Findings The results indicated that social media engagement in private health care has a significant positive relationship with perceived benefits, consumer innovativeness and health-protective behaviors. Furthermore, consumer innovativeness partially mediates the relationship between perceived benefits and health-protective behaviors. Research limitations/implications The discussion highlights the necessity for health-care providers to leverage social media effectively to communicate the value of their services. However, this 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. Practical implications The study contributes to existing literature by emphasizing the essential role of perceived benefits and consumer innovativeness in fostering innovative consumer behaviors. It suggests actionable strategies for health-care providers to enhance consumer engagement and promote health-protective behaviors through effective social media use. This study offers valuable insights for improving health-care communication and delivery in the evolving digital landscape. Originality/value This research explores the pivotal role of consumer innovativeness in bridging perceived benefits and health-protective behaviors within the health-care sector, particularly through digital marketing. By examining how innovative consumers perceive and react to health-related information online, the study highlights the potential for digital marketing to effectively promote healthier lifestyles. Consumer innovativeness acts as a catalyst, enhancing the impact of perceived benefits on health-protective behaviors. This underscores the importance for health-care marketers to target and engage innovative consumers, leveraging their openness to new ideas and technologies to foster widespread adoption of health-promoting behaviors, ultimately improving public health outcomes.
DOI: https://doi.org/10.1108/ijphm-07-2024-0073
Publish Year: 2025
