Health care social media: expectations of users in a developing country.
ABSTRACT Affordability, acceptability, accommodation, availability, and accessibility are the five most important dimensions of access to health services. Seventy two percent of the Indian population lives in semi-urban and rural areas. The strong mismatched ratio of hospitals to patients, rising costs of health care, rapidly changing demographics, increasing population, and heightened demands in pricing for technological health care usage in emerging economies necessitate a unique health delivery solution model using social media. A greater disease burden lies in the health care delivery in developing country like India. This is due to the lack of health care infrastructure in the majority of semi-urban and rural regions. New techniques need to be introduced in these regions to overcome these issues. In the present scenario, people use social media from business, automobiles, arts, book marking, cooking, entertainment, and general networking. Developed and advanced countries like the United States have developed their communication system for many years now. They have already established social media in a number of domains including health care. Similar practice incidences can be used to provide a new dimension to health care in the semi-urban regions of India.
Full-textDOI: · Available from: Amrita Amrita, May 29, 2015
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ABSTRACT: The authors study the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles. Because social network sites record the electronic invitations from existing members, outbound WOM can be precisely tracked. Along with traditional marketing, WOM can then be linked to the number of new members subsequently joining the site (sign-ups). Because of the endogeneity among WOM, new sign-ups, and traditional marketing activity, the authors employ a vector autoregression (VAR) modeling approach. Estimates from the VAR model show that WOM referrals have substantially longer carryover effects than traditional marketing actions and produce substantially higher response elasticises. Based on revenue from advertising impressions served to a new member, the monetary value of a WOM referral can be calculated; this yields an upper-bound estimate for the financial incentives the firm might offer to stimulate WOM.Journal of Marketing 04/2008; DOI:10.2139/ssrn.1129351 · 5.47 Impact Factor
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ABSTRACT: Purpose – The purpose of this paper is to investigate the relative impact of brand communication on brand equity through social media as compared to traditional media. In a juxtaposition of different industries it aims at: investigating whether both communication instruments have an impact on consumer-based brand equity; comparing the effect sizes of these two communication instruments; and separating the effects of firm-created and user-generated social media communication. Design/methodology/approach – A total of 393 data sets from three different industries, namely tourism, telecommunications, and pharmaceuticals, were generated using a standardized online-survey. Structural equation modeling was used in the analysis of the data obtained to investigate the interplay of social media and traditional media in general, as well as in an examination of industry-specific differences. Findings – The results of the empirical study show that both traditional communications and social media communications have a significant impact on brand equity. While traditional media has a stronger impact on brand awareness, social media communications strongly influence brand image. Firm-created social media communication is shown to have an important impact on functional brand image, while user-generated social media communication exerts a major influence on hedonic brand image. Furthermore, the present study highlights significant differences between the industries under investigation. Originality/value – The research described in this paper is pioneering in that it juxtaposes the impacts of social media and traditional media on brand equity – a topic of increasing interest to firms in the era of Facebook and Twitter but so far largely uninvestigated. Moreover, the differentiation between firm-created and user-generated social media communication, which is gaining increasingly in importance, as companies see their brand marketing power devolve to the consumer through social media platforms, offers valuable insights to marketing practitioners and academics.Management Research Review 08/2012; 35(9):770-790. DOI:10.1108/01409171211255948
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ABSTRACT: Marketers distinguish between three types of media: paid (e.g., advertising), owned (e.g., company website), and earned (e.g., publicity). The effects of paid media on sales have been extensively covered in the marketing literature. The effects of earned media, however, have received limited attention. This paper examines how two types of earned media, traditional (e.g., publicity and press mentions) and social (e.g., blog and online community posts), affect sales and activity in each other. Fourteen months of daily sales and media activity data from a microlending marketplace website are analyzed using a multivariate autoregressive time series model. The authors find that (i) both traditional and social earned media affect sales, (ii) the per-event sales impact of traditional earned media activity is larger than for social earned media, (iii) however, because of the greater frequency of social earned media activity, after adjusting for event frequency social earned media’s sales elasticity is significantly greater than traditional earned media’s, and (iv) social earned media appears to play an important role in driving traditional earned media activity.Journal of Marketing Research 04/2012; DOI:10.2139/ssrn.1480088 · 2.52 Impact Factor