Department of Biological Sciences, International University of Malaya-Wales, Malaysia
Research
Mediating Role of Consumer Innovativeness: The Impact of Social Media Engagement on Behavioural Beliefs in Private Healthcare
Author(s): Ng Kok Wah*, Mimi Fitriana and Thilageswary A
High expectations and health beliefs from customers have impacted a rapid adoption of technology and digital
innovations in virtual health and wellness. Henceforth, it is a challenge for private healthcare to consistently increasing
social media engagement and health behaviours through social media successfully. The research objective
in this study shows the researcher’s intentions of conducting a research of Consumer Innovativeness to the
impact of social media engagement on Behavioural Beliefs (BB) in private healthcare. A conceptual framework
had been developed based on Health Protective Behaviours (HPB). The researcher looks into the significance of
Behavioural Beliefs (BB) mediated by Consumer Innovativeness in understanding social media engagement in
private healthcare through social media. A quantitative research was conducted on 400 respondents, both.. View More»
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