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Customer-to-customer value co-creation and value co-destruction practices in social media health communities. 社交媒体健康社区中客户对客户价值共同创造和价值共同破坏的实践。
IF 1.6
Health Marketing Quarterly Pub Date : 2026-05-05 DOI: 10.1080/07359683.2026.2663734
Sumit Saxena, Xia Zhu, Sonia Kataria
{"title":"Customer-to-customer value co-creation and value co-destruction practices in social media health communities.","authors":"Sumit Saxena, Xia Zhu, Sonia Kataria","doi":"10.1080/07359683.2026.2663734","DOIUrl":"https://doi.org/10.1080/07359683.2026.2663734","url":null,"abstract":"<p><p>This study explores customer-to-customer co-creation and co-destruction practices within social media health communities, focusing on diabetes-related customer interactions on Facebook and YouTube. Based on the existing understanding of C2C interaction, the study explores how individuals integrate resources within social media health communities to enhance well-being. The study adopts a netnography approach and analyses 536 textual posts along with nested comments (spanning 28,965 words). The findings reveal three dimensions, encompassing nine co-creative and co-destructive customer-to-customer practices in online social media health communities. The findings provide implications for healthcare providers, social media moderators, and policymakers, emphasizing the need to empower patients while safeguarding against potential harm on social media platforms. This study contributes to health marketing by theorizing how peer-to-peer interactions simultaneously generate value and risk in loosely regulated digital health environments.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"1-19"},"PeriodicalIF":1.6,"publicationDate":"2026-05-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147843773","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Can AI be a trusted counselor? How AI counseling builds psychological empowerment and compliance intention. 人工智能能成为值得信赖的顾问吗？人工智能咨询如何构建心理赋能和依从意向。
IF 1.6
Health Marketing Quarterly Pub Date : 2026-04-28 DOI: 10.1080/07359683.2026.2663735
Won-Jun Lee, Seungjae Shin, Luke Y Shin
{"title":"Can AI be a trusted counselor? How AI counseling builds psychological empowerment and compliance intention.","authors":"Won-Jun Lee, Seungjae Shin, Luke Y Shin","doi":"10.1080/07359683.2026.2663735","DOIUrl":"https://doi.org/10.1080/07359683.2026.2663735","url":null,"abstract":"<p><p>This study examines how perceptions of an AI counselor influence trust, health empowerment, and compliance intention within an AI digital health intervention. Using covariance-based structural equation modeling (CB-SEM), the research reveals that perceived transparency, ethical perception, and empathy are the primary predictors of trust, whereas perceived intelligence and fairness are statistically non-significant. These findings suggest that the success of AI-mediated support depends on relational qualities rather than technological sophistication alone. The results demonstrate that trust facilitates the co-creation of health value by driving both compliance intention and psychological empowerment. Notably, the study identifies an Uncanny Empathy Paradox, where significantly high levels of simulated emotional warmth negatively influence trust. Furthermore, mediation analysis confirms a serial pathway where trust fosters health empowerment, which subsequently drives compliance. By positioning empowerment as a critical mediator, this research provides a theoretical foundation for managing AI as a supplemental resource, rather than a substitute for professional clinical care. The findings emphasize that responsible service delivery requires clear ethical boundaries and transparent communication to foster autonomous health management.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"1-16"},"PeriodicalIF":1.6,"publicationDate":"2026-04-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147783177","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Trust in public health campaigns: A comparative analysis of India's polio and COVID-19 vaccination drives. 对公共卫生运动的信任：印度小儿麻痹症和COVID-19疫苗接种运动的比较分析。
IF 1.6
Health Marketing Quarterly Pub Date : 2026-03-15 DOI: 10.1080/07359683.2026.2639254
Asrar Ahmad Teeli, Sajad Hussain
{"title":"Trust in public health campaigns: A comparative analysis of India's polio and COVID-19 vaccination drives.","authors":"Asrar Ahmad Teeli, Sajad Hussain","doi":"10.1080/07359683.2026.2639254","DOIUrl":"https://doi.org/10.1080/07359683.2026.2639254","url":null,"abstract":"<p><p>Trust is a critical determinant of vaccine acceptance, particularly in large-scale public health campaigns. This study examines how four dimensions of trust-safety, transparency, competence, and accessibility-were perceived differently in India's polio eradication and COVID-19 vaccination efforts. Using a cross-sectional survey of urban and rural respondents aged 35-50 in North India, the study explores how trust varies by educational attainment and geographical setting. Findings reveal that the polio campaign benefited from sustained interpersonal engagement, while the digitally driven COVID-19 campaign faced challenges in trust-building, particularly among highly educated and rural populations. Trust was significantly associated with vaccine uptake, highlighting its role as a behavioral catalyst. The study identifies key gaps in health marketing strategies and underscores the need for differentiated communication tailored to demographic contexts. Recommendations include adopting longitudinal and experimental designs to better understand trust dynamics and leveraging digital and interpersonal outreach to strengthen public health engagement.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"1-16"},"PeriodicalIF":1.6,"publicationDate":"2026-03-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147460464","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Personas: A market segmentation approach to describe physical activity behavior in autistic populations using the capability, opportunity, motivation, behavior (COM-B) framework. 人物角色：一种市场细分方法，使用能力、机会、动机、行为（COM-B）框架描述自闭症人群的体育活动行为。
IF 1.6
Health Marketing Quarterly Pub Date : 2026-01-01 Epub Date: 2026-02-12 DOI: 10.1080/07359683.2026.2624294
Katherine Parsons, Simon Payne, Joanne Wallace, Nigel Holt
{"title":"Personas: A market segmentation approach to describe physical activity behavior in autistic populations using the capability, opportunity, motivation, behavior (COM-B) framework.","authors":"Katherine Parsons, Simon Payne, Joanne Wallace, Nigel Holt","doi":"10.1080/07359683.2026.2624294","DOIUrl":"10.1080/07359683.2026.2624294","url":null,"abstract":"<p><p>Physical activity, defined as \"any bodily movement produced by skeletal muscle that results in energy expenditure\" has the potential to mitigate some of the high rates of noncommunicable diseases, which autistic individuals are more susceptible to than are their peers; however, physical inactivity remains a challenge in this population. Unique drivers and barriers have been identified in previous research, but these are rarely described in a practitioner-friendly way that might inform intervention design and delivery. Taking a novel segmentation approach, this research aims to draw on behavioral science frameworks to describe groups or \"Personas\" that can be considered in intervention implementation. Results identified three distinct segments in the sample. Analysis of variance (ANOVA) showed sufficient group differences between capability, opportunity, motivation, and behavior framework (COM-B) constructs to form clusters (<i>p</i> < 0.001 for all). Qualitative themes included reframing and disguising physical activity, lack of self-efficacy, social comparison, unsuitable physical activity environments, strong interests, and sensory challenges. Three Personas were described as the Interested and Engaged, the Unsure and Uncertain, and the Uneasy and Averse.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"28-40"},"PeriodicalIF":1.6,"publicationDate":"2026-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146167169","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Media literacy intervention effects on young adults' decision making about substance use-related social media messages. 媒介素养干预对青少年药物使用相关社交媒体信息决策的影响。
IF 1.6
Health Marketing Quarterly Pub Date : 2026-01-01 Epub Date: 2026-02-26 DOI: 10.1080/07359683.2026.2635874
Erica Weintraub Austin, Hae Yeon Seo, Andrew D Sutherland, Shawn Domgaard
{"title":"Media literacy intervention effects on young adults' decision making about substance use-related social media messages.","authors":"Erica Weintraub Austin, Hae Yeon Seo, Andrew D Sutherland, Shawn Domgaard","doi":"10.1080/07359683.2026.2635874","DOIUrl":"10.1080/07359683.2026.2635874","url":null,"abstract":"<p><p>Young adults often encounter and share misinformation in desirable social media messages. This process, challenging to disrupt, can contribute to substance misuse. This study tested whether a novel, meme-style, infographic-based media literacy intervention could mitigate effects of appealing but misleading substance use-related social media content for U.S. adults aged 18-29 (<i>N</i> = 1201). Results of a mixed between-subjects factorial, post-test-only online experiment detected small effects on expectancies for tobacco use among adults aged 18-20 and on intent to avoid sharing misinformation among adults aged 27-29. These age differences suggest that media literacy interventions can benefit by segmenting strategies according to cognitive and emotional communication processes that are associated with neurocognitive and social characteristics of young adults. For example, emerging adults may benefit from digital messages that focus on refuting short-term emotional benefits offered by social media misinformation. Adults in their late-20s may be interested in the logical ramifications of sharing misinformation.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"75-87"},"PeriodicalIF":1.6,"publicationDate":"2026-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147310764","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Editorial: Designing equity: Reframing health marketing for sustainable social impact. 社论：设计公平：为可持续的社会影响重新构建卫生营销。
IF 1.6
Health Marketing Quarterly Pub Date : 2026-01-01 Epub Date: 2026-03-14 DOI: 10.1080/07359683.2026.2641890
Joy Parkinson
{"title":"Editorial: Designing equity: Reframing health marketing for sustainable social impact.","authors":"Joy Parkinson","doi":"10.1080/07359683.2026.2641890","DOIUrl":"https://doi.org/10.1080/07359683.2026.2641890","url":null,"abstract":"","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":"43 1","pages":"1-9"},"PeriodicalIF":1.6,"publicationDate":"2026-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"147460412","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Mapping the research landscape of mobile health applications: A systematic review and bibliometric analysis. 绘制移动医疗应用的研究景观：系统回顾和文献计量分析。
IF 1.6
Health Marketing Quarterly Pub Date : 2026-01-01 Epub Date: 2026-02-10 DOI: 10.1080/07359683.2026.2624296
Ezgi Delen, Burcu İlter
{"title":"Mapping the research landscape of mobile health applications: A systematic review and bibliometric analysis.","authors":"Ezgi Delen, Burcu İlter","doi":"10.1080/07359683.2026.2624296","DOIUrl":"10.1080/07359683.2026.2624296","url":null,"abstract":"<p><p>Following the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines, this scoping review combines bibliometric and systematic analyses of 50 studies selected from 1,870 records screened for mobile health applications published between 2013 and 2024. The review identifies publication trends, conceptual structures, and key variables used in research. The findings reveal five thematic clusters under two main themes: user-centered experiences and psychological dimensions (1) and system-level design and health service integration (2). Although research on mobile health applications has grown rapidly, previous reviews lacked an integrated approach combining conceptual mapping with applied insights. This study addresses that gap by offering a foundation for future research and ecosystem development.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"41-59"},"PeriodicalIF":1.6,"publicationDate":"2026-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146150845","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Gen Z and Safe Sex Practices: Drivers of Condom Purchase Intention in an Emerging Country. Z世代和安全性行为：一个新兴国家安全套购买意愿的驱动因素。
IF 1.6
Health Marketing Quarterly Pub Date : 2026-01-01 Epub Date: 2025-12-01 DOI: 10.1080/07359683.2025.2595394
Viet Quoc Cao, Nhung Trinh, Hung Thanh Tang-Le
{"title":"Gen Z and Safe Sex Practices: Drivers of Condom Purchase Intention in an Emerging Country.","authors":"Viet Quoc Cao, Nhung Trinh, Hung Thanh Tang-Le","doi":"10.1080/07359683.2025.2595394","DOIUrl":"10.1080/07359683.2025.2595394","url":null,"abstract":"<p><p>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.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"10-27"},"PeriodicalIF":1.6,"publicationDate":"2026-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145655576","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Does informational social media use negatively impact preventive behavior during the COVID-19 pandemic? The moderating roles of citizens' scientific knowledge and trust in science. 在COVID-19大流行期间，信息社交媒体的使用是否会对预防行为产生负面影响？公民科学知识与科学信任的调节作用。
IF 1.6
Health Marketing Quarterly Pub Date : 2026-01-01 Epub Date: 2026-02-10 DOI: 10.1080/07359683.2026.2624300
Oliver Schnittka, Ricarda Bohn, Dennis C Ahrholdt, Christian Dragin-Jensen
{"title":"Does informational social media use negatively impact preventive behavior during the COVID-19 pandemic? The moderating roles of citizens' scientific knowledge and trust in science.","authors":"Oliver Schnittka, Ricarda Bohn, Dennis C Ahrholdt, Christian Dragin-Jensen","doi":"10.1080/07359683.2026.2624300","DOIUrl":"10.1080/07359683.2026.2624300","url":null,"abstract":"<p><p>This study is first to examine the link between using social media as a primary COVID-19 information source and preventive behavior, while examining moderating effects. Using the O-S-R-O-R model and panel survey data from Germany (N = 776), it finds a negative direct effect of informational social media use on preventive behavior, and a negative indirect effect through conspiracy beliefs. However, the negative impact is less pronounced in individuals with high knowledge and trust in science. These findings underscore the importance of accurate, comprehensive social media communication, especially in crises, and have practical implications for policymakers and scientific institutions.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"60-74"},"PeriodicalIF":1.6,"publicationDate":"2026-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146158568","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Customer-centric co-creation value for vulnerable populations in digital healthcare. 为数字医疗中的弱势群体提供以客户为中心的共同创造价值。
IF 1.6
Health Marketing Quarterly Pub Date : 2025-10-01 Epub Date: 2025-10-31 DOI: 10.1080/07359683.2025.2567162
Suciati Mega Wardani, Tengku Ezni Balqiah, Rifelly Dewi Astuti
{"title":"Customer-centric co-creation value for vulnerable populations in digital healthcare.","authors":"Suciati Mega Wardani, Tengku Ezni Balqiah, Rifelly Dewi Astuti","doi":"10.1080/07359683.2025.2567162","DOIUrl":"10.1080/07359683.2025.2567162","url":null,"abstract":"<p><p>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.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"369-391"},"PeriodicalIF":1.6,"publicationDate":"2025-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145423188","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
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