Health Marketing Quarterly最新文献

Dialogic communication and audience engagement in Hispanic health marketing on X: A computational analysis. X上西班牙裔健康营销的对话沟通和受众参与：一个计算分析。

IF 1.8

Health Marketing Quarterly Pub Date : 2026-10-14 DOI: 10.1080/07359683.2026.2742766

Yangzhi Nicole Jiang, Seon-Woo Kim, Myoung-Gi Chon

{"title":"Dialogic communication and audience engagement in Hispanic health marketing on X: A computational analysis.","authors":"Yangzhi Nicole Jiang, Seon-Woo Kim, Myoung-Gi Chon","doi":"10.1080/07359683.2026.2742766","DOIUrl":"https://doi.org/10.1080/07359683.2026.2742766","url":null,"abstract":"This study investigated the overarching themes and dialogic features of the three national-level Hispanic health organizations (i.e., NHMA, NAHH, NHHF). The focus is on how these health organizations utilize social media for Hispanic health and how the themes and dialogic features are associated with public engagement on social media. To achieve this, the study employed structural topic modeling on 18,430 X posts from 2018 to 2023 and negative binomial regression to predict user amplification engagement (e.g., liking, sharing). The study identified four broad thematic areas: health equity and advocacy, health education and disease prevention, professional and organizational development, and research and community engagement. Negative binomial regression analyses showed that amplification engagement was associated with both communicative features and thematic contexts. Hyperlinks were negatively associated with likes and shares, while multiple interaction effects indicated that the associations between dialogic features and engagement varied across thematic contexts. These findings suggest that the effectiveness of X-based communication features depends on message topic rather than operating uniformly across health communication contexts. The study contributes to health marketing research by demonstrating how computational methods can identify the thematic and affordance-based conditions under which organizational health messages are more likely to generate public amplification in digital environments.","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"1-20"},"PeriodicalIF":1.8,"publicationDate":"2026-10-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"149184317","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

Design and results of the promotional campaign for the "Understanding pre-exposure prophylaxis modalities for HIV prevention in European communities" (PROTECT) survey. “了解欧洲社区艾滋病毒预防暴露前预防模式”（PROTECT）调查宣传活动的设计和结果。

IF 1.8

Health Marketing Quarterly Pub Date : 2026-09-24 DOI: 10.1080/07359683.2026.2732799

Johann Kolstee, Haoyi Wang, Sabine Reuter, Hanne M L Zimmermann, Kai J Jonas

引用次数: 0

When do patients co-produce? The roles of participation resources, transaction costs, and service outcomes in health care. 病人什么时候共同生产？参与资源、交易成本和服务结果在卫生保健中的作用。

IF 1.8

Health Marketing Quarterly Pub Date : 2026-09-21 DOI: 10.1080/07359683.2026.2732796

John Dickens, Mark S Rosenbaum, David M Gligor, Serhiy Y Ponomarov

引用次数: 0

Health-driven choices: Brand equity, genital hygiene behavior, and menstrual product preferences among women. 健康驱动的选择：品牌资产、生殖器卫生行为和女性月经产品偏好。

IF 1.8

Health Marketing Quarterly Pub Date : 2026-09-16 DOI: 10.1080/07359683.2026.2732794

Özen İnam, Belis Gülay, Tuğba Bozdemir

{"title":"Health-driven choices: Brand equity, genital hygiene behavior, and menstrual product preferences among women.","authors":"Özen İnam, Belis Gülay, Tuğba Bozdemir","doi":"10.1080/07359683.2026.2732794","DOIUrl":"10.1080/07359683.2026.2732794","url":null,"abstract":"This study had two complementary aims: to describe menstrual hygiene product preferences and related decision factors among participants in the present sample, and to examine whether genital hygiene behavior was associated with consumer-based brand equity. Data were collected from 205 women through an online survey using a descriptive information form, the Genital Hygiene Behavior Scale (GHBS), and the Consumer-Based Brand Equity Scale (CBBES). Menstrual product preferences were examined through descriptive statistics and group-comparison analyses, whereas hierarchical regression examined CBBES total score as the outcome variable after controlling for age and education. Disposable pads were most frequently reported, while menstrual cups and reusable options were rarely reported. GHBS total score was positively associated with CBBES total score, and the final model explained 17.2% of the variance. These findings suggest that genital hygiene behaviors may be associated with brand-related perceptions. In contrast, findings regarding menstrual product preferences should be interpreted descriptively and as comparisons between groups, rather than as evidence of a direct association.","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"1-13"},"PeriodicalIF":1.8,"publicationDate":"2026-09-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148977989","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

Business intelligence in health marketing and mental health: A structural topic modeling study. 健康营销和心理健康中的商业智能：结构主题建模研究。

IF 1.8

Health Marketing Quarterly Pub Date : 2026-07-08 DOI: 10.1080/07359683.2026.2696145

Omar Alsodi, Mohammad Alhur, Nicholas Grigoriou, Mohamed M Mostafa, Francisco-Jesús Ferreiro-Seoane

{"title":"Business intelligence in health marketing and mental health: A structural topic modeling study.","authors":"Omar Alsodi, Mohammad Alhur, Nicholas Grigoriou, Mohamed M Mostafa, Francisco-Jesús Ferreiro-Seoane","doi":"10.1080/07359683.2026.2696145","DOIUrl":"https://doi.org/10.1080/07359683.2026.2696145","url":null,"abstract":"Mental health disorders represent a major global challenge, driving demand for scalable, evidence based strategies in early diagnosis, prevention, and population surveillance. Business intelligence (BI) research in this domain remains conceptually and methodologically fragmented, impeding interdisciplinary synthesis. This study investigates: the main themes in BI applications for mental health and healthcare over the past 30 years; patterns within and across abstracts of BI relevant articles, including integration potential; and themes with the strongest citation. By doing so, we contribute to health marketing scholarship by synthesizing fragmented BI applications into a Service-Dominant Logic SDL informed, market-shaping intelligence perspective. This reframing is an interpretive synthesis: it is informed by the STM findings and developed through their integration with established health marketing theory, rather than being a direct empirical output of the topic model. Using structural topic modeling (STM) on 2,227 peer reviewed articles from the Web of Science Core Collection (1990-2025), after PRISMA based screening of 20,634 records, the analysis reveals 20 latent topics that trace the evolution of BI, data mining, and dashboard analytics in mental health. We contribute to the literature by offering a novel perspective on Business Intelligence in health marketing, showing how fragmented analytical streams can be synthesized into a Service Dominant Logic informed Mental Health Intelligence Platform under conditions of interdisciplinary fragmentation and temporal evolution Results reveal a shift from individual psychological foci toward systemic, computational approaches underpinning Mental Health Intelligence Platforms (MHIPs). This study outlines a research agenda for empirically evaluating Mental Health Intelligence Platform MHIP designs in future health marketing research.","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"1-32"},"PeriodicalIF":1.8,"publicationDate":"2026-07-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148406225","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

Fitness Influencers as Health Communicators: Human Brand Positioning and Health Communication Strategies in Bangladeshi Influencer Marketing. 健身影响者作为健康传播者：孟加拉国影响者营销中的人类品牌定位和健康传播策略。

IF 1.8

Health Marketing Quarterly Pub Date : 2026-07-02 DOI: 10.1080/07359683.2026.2692298

Monira Begum, Shohel Rana, Jubayer Hossain, Mahmood Menon Khan, Nadia Rahman

{"title":"Fitness Influencers as Health Communicators: Human Brand Positioning and Health Communication Strategies in Bangladeshi Influencer Marketing.","authors":"Monira Begum, Shohel Rana, Jubayer Hossain, Mahmood Menon Khan, Nadia Rahman","doi":"10.1080/07359683.2026.2692298","DOIUrl":"https://doi.org/10.1080/07359683.2026.2692298","url":null,"abstract":"This study examined human brand positioning and health communication strategies among Bangladeshi fitness influencers by analyzing 1,049 Facebook posts from 18 content creators. Findings revealed a dominant preference for ideality-focused positioning (84.4%) paired with self-efficacy messaging (77.2%), indicating that influencer identity and message strategy are structurally coupled. Chi-square analysis confirmed significant associations between brand positioning and communication strategies, χ2(8, N = 1049) = 100.680, p < .001, Cramér's V = .22. Engagement analysis identified significant differences across strategies, F(4, 1032) = 10.023, p < .001, with attitude-focused content generating higher visible engagement; content strategy explained only 3.8% of variance, indicating that platform-structural factors outweigh message content in driving reach. Physical inactivity remains a major noncommunicable disease risk factor in Bangladesh, underscoring the public health significance of these findings. Integrating human brand theory with extended parallel process model-informed analysis, this study provides the systematic baseline for fitness influencer health communication in a Facebook-dominant South Asian context.","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"1-14"},"PeriodicalIF":1.8,"publicationDate":"2026-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148377254","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

Selling health or communicating care? A bibliometric mapping of health marketing communications. 销售健康还是传播保健？健康营销传播的文献计量测绘。

IF 1.8

Health Marketing Quarterly Pub Date : 2026-06-27 DOI: 10.1080/07359683.2026.2688605

The Anh Phan

引用次数: 0

Dental self-confidence in digital health marketing systems: Adolescent well-being and social media use. 数字健康营销系统中的牙科自信：青少年福祉和社交媒体使用。

IF 1.8

Health Marketing Quarterly Pub Date : 2026-06-25 DOI: 10.1080/07359683.2026.2687296

Khaled Ibrahim, Lisa S McNeill, Li Mei

{"title":"Dental self-confidence in digital health marketing systems: Adolescent well-being and social media use.","authors":"Khaled Ibrahim, Lisa S McNeill, Li Mei","doi":"10.1080/07359683.2026.2687296","DOIUrl":"https://doi.org/10.1080/07359683.2026.2687296","url":null,"abstract":"Health marketing research has paid limited attention to how everyday digital platforms function as informal health marketing systems that shape adolescents' perceptions of appearance, self-worth, and treatment value. Positioning social media platforms as marketplace-mediated environments that produce health-related norms and consumer vulnerability, this study examines dental self-confidence (DSC) as a form of health-related market value among adolescents. Using data from 502 parent-child dyads in New Zealand and applying multivariate analysis and PLS-SEM, the findings show that lower dental self-confidence is associated with greater social and psychological impact (PI), with social impact operating as a key pathway. Active social media use was associated with a weaker protective DSC-PI association. This study extends health marketing theory by (a) conceptualizing dental appearance as a form of health-related market value, (b) positioning everyday digital platforms as informal health marketing systems, and (c) extending consumer vulnerability frameworks to adolescent health consumers navigating marketing-mediated appearance norms.","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"1-20"},"PeriodicalIF":1.8,"publicationDate":"2026-06-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148319544","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

People with disabilities and Meta Humans: A review-based research note for transformative service researchers. 残障人士与超能力人类：一份为转型服务研究者提供的基于评论的研究报告。

IF 1.8

Health Marketing Quarterly Pub Date : 2026-06-23 DOI: 10.1080/07359683.2026.2692297

Xinyun Yan, Jörg Finsterwalder, Dean Sutherland

引用次数: 0

Exploring signaling and health beliefs in social media influencer communication on obesity management medications. 探索社交媒体影响者对肥胖管理药物沟通的信号和健康信念。

IF 1.8

Health Marketing Quarterly Pub Date : 2026-06-22 DOI: 10.1080/07359683.2026.2687299

Rumaila Abbas, Vidhi Sharma

{"title":"Exploring signaling and health beliefs in social media influencer communication on obesity management medications.","authors":"Rumaila Abbas, Vidhi Sharma","doi":"10.1080/07359683.2026.2687299","DOIUrl":"https://doi.org/10.1080/07359683.2026.2687299","url":null,"abstract":"Social media discourse surrounding obesity management medications (OMMs) has generated significant public attention, driven largely by celebrities and influencers sharing narratives about their use. However, much of this influencer-generated content remains underexamined, raising concerns about how health beliefs are communicated within sociocultural narratives. This study examines how medical and patient influencers communicate health beliefs about OMMs through signals embedded in their content. Using a qualitative content analysis informed by netnographic principles, 213 YouTube video transcripts by medical and patient influencers were analyzed. Drawing on the health belief model and signaling theory, the study identifies key communicative signals within influencer discourse. Findings reveal that medical influencers emphasize evidence-based signals, while patient influencers foreground experience-based ones. The analysis also uncovers paradoxical signals, including boomerang effects, commercial intent, and contradictory empowerment. This study integrates the health belief model and signaling theory to advance understanding of credibility and persuasion in online health communication.","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"1-25"},"PeriodicalIF":1.8,"publicationDate":"2026-06-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"148302847","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