PURCHASE INTENTION ON SOCIAL MEDIA FOR THE HEALTHCARE SERVICE SECTOR: Analysis of Mechanisms and Conditionings
(R2024-122492)

AUTHORS

Walter Assis, Universidade Federal do Espírito Santo - UFES; Bruno Vilela, Universidade Federal do Espírito Santo - UFES; MARCELO BRANDAO, Federal University of Espírito Santo; Tiago Tavares, Universidade Federal de Minas Gerais - UFMG; Thiago Guedes, Universidade Federal do Espírito Santo

ABSTRACT

This study aims to examine the influence of social media marketing, generated by healthcare professionals, on consumer purchase intention through the mediation of value co-creation, and the parallel mediation of engagement and brand equity, moderated by frequency of consumption. The results of this study confirm that: (1) value co-creation and engagement have a mediating effect on the relationship between social media marketing and purchase intention; (2) value co-creation and brand equity have a mediating effect on the relationship between social media marketing and purchase intention; (3) consumption frequency has a moderating effect on the relationship between value co-creation and brand equity and on the relationship between value co-creation and engagement. The empirical evidence of the antecedent relationship between value co-creation and purchase intention mediated by the constructs of brand equity and engagement presents relevant original contributions.