Digital Disruption—How Medical Doctors Employ Influencer Marketing Strategies

Andrea Kanzler ()
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Andrea Kanzler: University of Muenster

A chapter in Digital Disruption and Transformation, 2024, pp 153-172 from Springer

Abstract: Abstract Digitalization is a major growth driver for the global healthcare market, including increased use of digital communication tools and particularly a new and innovative use of social media by medical doctors. Therefore, this study asks: How can doctors innovate their business model to become successful on social media platforms and what are the perceptions of their followers on key antecedents and outcomes? Based on a survey conducted on medical social media accounts with 703 respondents, this study investigates the impact of ‘Trustworthiness’, ‘Referential Skills’, ‘Opinion Leadership’, ‘Hedonism’, ‘Utilitarianism’ and ‘Para-social Relationship’ on two outcome variables, i.e. the ‘Willingness to Offer Positive Word-of-Mouth on Social Media’ and the ‘Intention to Follow the Advice’. Several theoretical and practical implications are provided.

Keywords: Business model innovation; Digital marketing; Social media; Opinion leadership; Para-social relationship; Medical industry; Word of mouth; Influencer; Hedonism; Utilitarianism (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-47888-8_8

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DOI: 10.1007/978-3-031-47888-8_8

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