The Influence of Digital Media Marketing Activities on Healthcare Consumer Behavior

Nugzar Todua () and Nia Todua ()
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Nugzar Todua: Ivane Javakhishvili Tbilisi State University
Nia Todua: Ivane Javakhishvili Tbilisi State University

A chapter in Digital Management and Artificial Intelligence, 2025, pp 208-221 from Springer

Abstract: Abstract The article shows that digital media is a significant marketing tool providing healthcare organizations ample opportunities to interact with consumers. The article emphasizes that digital media has become a valuable tool for healthcare knowledge management. The article demonstrates how numerous medical organizations in Georgia use digital technology to promote their services and foster positive relationships with their patients. It is important to remember that Georgia still needs to achieve complete adoption of digital marketing communications in the healthcare industry. Given the preceding, the study’s main objective is to ascertain how digital media marketing activities influence consumer behaviour in the Georgian healthcare industry. Based on a critical review of the literature sources, research hypotheses and the conceptual framework for the study are developed. The impact of digital media marketing activities provided by Georgian healthcare organizations on consumer engagement in social media, e-WOM, customer trust, and behavioral intention has been studied. Regression and dispersion analyses are used to get statistically significant results showing dependency on the abovementioned factors. The paper presented the main conclusions of the research. The results of the study show their use in terms of developing views on digital media marketing. Considering the research results will enable organizations working in the healthcare sector to develop digital marketing communications strategies focused on target customers.

Keywords: Digital Marketing; Trust; Engagement; eWOM; Behavioral Intention (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-88052-0_16

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DOI: 10.1007/978-3-031-88052-0_16

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