The Influence of Psychological Factors on Health Protective Behaviours in Private Healthcare: Digital Marketing Engagement in the Context of the SDGs

Abstract

Jack Ng Kok Wah

The study investigates the relationship between self-efficacy, consumer innovativeness, and social media engagement in promoting health-protective behaviours within the private healthcare sector. Consumer innovativeness, defined as an individual's tendency to adopt new technologies, may influence their engagement with social media for health and wellness. Grounded in the health-protective behaviour framework, this research examines how self-efficacy, mediated by consumer innovativeness, impacts social media engagement. A quantitative study was conducted through a questionnaire survey with 400 local and international respondents residing in the Klang Valley and utilizing private healthcare services. Responses were measured using a 5-point Likert scale. Findings revealed a significant positive relationship between self-efficacy, consumer innovativeness, social media engagement, and health-protective behaviours. Consumer innovativeness partially mediated the relationship between self-efficacy and health-protective behaviours, accounting for 43.11% of the variance. The study concludes that self-efficacy enhances social media engagement through consumer innovativeness in private healthcare settings. It recommends that healthcare providers leverage psychological factors to refine digital media marketing strategies and improve engagement. Future research may explore additional socio- psychological variables, such as integrating responsible AI principles into social media marketing, to enhance digital health engagement.

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