Examining the Relationship of Online Social Networking Sites’ Activities, Customers’ Brand Choice, and Brand Perception in Health-Related Businesses
The purpose of this study was to examine the effect of online social networking site activities on brand choice for health-related businesses; the study also explored the mediating impact of brand perception on the connection of online social networking site activities and brand choice in health-rel...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2020-10-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2020.546087/full |
| _version_ | 1819206949228511232 |
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| author | Mehrab Nazir Jian Tian Iftikhar Hussain Adeel Arshad Muhammad Afzal Shad |
| author_facet | Mehrab Nazir Jian Tian Iftikhar Hussain Adeel Arshad Muhammad Afzal Shad |
| author_sort | Mehrab Nazir |
| collection | DOAJ |
| description | The purpose of this study was to examine the effect of online social networking site activities on brand choice for health-related businesses; the study also explored the mediating impact of brand perception on the connection of online social networking site activities and brand choice in health-related businesses. A self-administered questionnaire was used for data collection from 300 customers, randomly selected from health sector businesses in Pakistan. The findings indicate that online social networking site activities had a substantial influence on customers’ brand choice in health-related businesses and that brand perception mediates the connection between online social networking site activities and customers’ brand choice in health-related businesses. The research also recognized the increasing significance of online social networking sites in health-related businesses. The study offers insights for health-related companies and their managers on visualizing brand perception as well. |
| first_indexed | 2024-12-23T05:15:43Z |
| format | Article |
| id | doaj.art-9c0afc549c62432db71e766aff538c06 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-12-23T05:15:43Z |
| publishDate | 2020-10-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-9c0afc549c62432db71e766aff538c062022-12-21T17:58:49ZengFrontiers Media S.A.Frontiers in Psychology1664-10782020-10-011110.3389/fpsyg.2020.546087546087Examining the Relationship of Online Social Networking Sites’ Activities, Customers’ Brand Choice, and Brand Perception in Health-Related BusinessesMehrab Nazir0Jian Tian1Iftikhar Hussain2Adeel Arshad3Muhammad Afzal Shad4School of Economics and Management, Jiangsu University of Science and Technology, Zhenjiang, ChinaSchool of Economics and Management, Jiangsu University of Science and Technology, Zhenjiang, ChinaFaculty of Computing & Engineering, University of Kotli Azad Jammu and Kashmir, Azad Jammu and Kashmir, PakistanDepartment of Business Administration, University of Kotli Azad Jammu and Kashmir, Azad Jammu and Kashmir, PakistanDepartment of Commerce, University of Kotli Azad Jammu and Kashmir, Azad Jammu and Kashmir, PakistanThe purpose of this study was to examine the effect of online social networking site activities on brand choice for health-related businesses; the study also explored the mediating impact of brand perception on the connection of online social networking site activities and brand choice in health-related businesses. A self-administered questionnaire was used for data collection from 300 customers, randomly selected from health sector businesses in Pakistan. The findings indicate that online social networking site activities had a substantial influence on customers’ brand choice in health-related businesses and that brand perception mediates the connection between online social networking site activities and customers’ brand choice in health-related businesses. The research also recognized the increasing significance of online social networking sites in health-related businesses. The study offers insights for health-related companies and their managers on visualizing brand perception as well.https://www.frontiersin.org/articles/10.3389/fpsyg.2020.546087/fullhealthcustomer perceptionbrand choicebrand perceptionsocial networking site |
| spellingShingle | Mehrab Nazir Jian Tian Iftikhar Hussain Adeel Arshad Muhammad Afzal Shad Examining the Relationship of Online Social Networking Sites’ Activities, Customers’ Brand Choice, and Brand Perception in Health-Related Businesses Frontiers in Psychology health customer perception brand choice brand perception social networking site |
| title | Examining the Relationship of Online Social Networking Sites’ Activities, Customers’ Brand Choice, and Brand Perception in Health-Related Businesses |
| title_full | Examining the Relationship of Online Social Networking Sites’ Activities, Customers’ Brand Choice, and Brand Perception in Health-Related Businesses |
| title_fullStr | Examining the Relationship of Online Social Networking Sites’ Activities, Customers’ Brand Choice, and Brand Perception in Health-Related Businesses |
| title_full_unstemmed | Examining the Relationship of Online Social Networking Sites’ Activities, Customers’ Brand Choice, and Brand Perception in Health-Related Businesses |
| title_short | Examining the Relationship of Online Social Networking Sites’ Activities, Customers’ Brand Choice, and Brand Perception in Health-Related Businesses |
| title_sort | examining the relationship of online social networking sites activities customers brand choice and brand perception in health related businesses |
| topic | health customer perception brand choice brand perception social networking site |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2020.546087/full |
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