Examining the Relationship of Online Social Networking Sites' Activities, Customers' Brand Choice, and Brand Perception in Health-Related Businesses

Mehrab Nazir; Jian Tian; Iftikhar Hussain; Adeel Arshad; Muhammad Afzal Shad

doi:10.3389/fpsyg.2020.546087

Examining the Relationship of Online Social Networking Sites' Activities, Customers' Brand Choice, and Brand Perception in Health-Related Businesses

Front Psychol. 2020 Oct 23:11:546087. doi: 10.3389/fpsyg.2020.546087. eCollection 2020.

Authors

Mehrab Nazir¹, Jian Tian¹, Iftikhar Hussain², Adeel Arshad³, Muhammad Afzal Shad⁴

Affiliations

¹ School of Economics and Management, Jiangsu University of Science and Technology, Zhenjiang, China.
² Faculty of Computing & Engineering, University of Kotli Azad Jammu and Kashmir, Azad Jammu and Kashmir, Pakistan.
³ Department of Business Administration, University of Kotli Azad Jammu and Kashmir, Azad Jammu and Kashmir, Pakistan.
⁴ Department of Commerce, University of Kotli Azad Jammu and Kashmir, Azad Jammu and Kashmir, Pakistan.

Abstract

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.

Keywords: brand choice; brand perception; customer perception; health; social networking site.