Use Intention On Social Media For The Medical And Dental Services Sector: Analysis Of Mechanisms And Conditions
Name: WALTER MACÊDO DE ASSIS
Publication date: 20/09/2023
Examining board:
Name |
Role |
|---|---|
| BRUNO DE ALMEIDA VILELA | Presidente |
| FLAVIA MENEGUELLI RIBEIRO SETUBAL | Examinador Interno |
| MARCELO MOLL BRANDAO | Examinador Interno |
| TIAGO AROEIRA DE PINHO TAVARES | Examinador Externo |
Summary: The increasing growth of marketing in digital environments has changed market
dynamics, which influences how consumers interact with brands and with each other.
Through social media, the value co-creation between customer and company becomes
increasingly important to the process of consumer engagement with the brand and the
development of brand equity. The value co-creation process emerges as an important
factor for professional service providers, who face a changing market environment,
with increased competition and more technically savvy customers. Thus, the purpose
of this work is to evaluate the effect of marketing communications on social media on
consumers' intention to use medical and dental services. Value co-creation, brand
equity, and engagement are mediators of the relationship. Additionally, the frequency
of consumption is considered as a moderator variable. Data collection was carried out
through a survey with social media users, and 376 valid responses were obtained. The
proposed model was analyzed using the structural equation modeling technique, with
the help of the SmartPLS 4 statistical software. . The results of this study confirm that:
(1) value co-creation and engagement have a mediating effect on the relationship
between social media marketing and purchase intention; (2) value co-creation and
brand equity have a mediating effect on the relationship between social media
marketing and purchase intention; (3) consumption frequency has a moderating effect
on the relationship between value co-creation and brand equity. Value co-creation as
an underlying mechanism between social media marketing and purchase intention has
received little attention from academics. The empirical evidence of the antecedent
relationship between value co-creation and purchase intention mediated by the
constructs of brand equity and engagement presents relevant original contributions.
As a practical contribution, the results of this research will allow the development of
social media marketing strategies for the market of medical and dental services.
