Modelling the factors impacting customer engagement for branded content in healthcare

Abstract

Purpose

In this global digital era, health-care companies are increasing their presence on the internet through branded content that serves as a connecting link between customers and brands. However, there is a limited understanding of branded content’s impact on customers. Thus, this paper aims to empirically analyse customer engagement for branded content in the health-care sector.

Design/methodology/approach

The factors impacting customer engagement for branded content were identified and analysed using the Decision-Making Trial and Evaluation Laboratory approach to get their significance and the cause and effect relationship.

Findings

It emerged that co-creation is the most significant factor, having a substantial relationship with all other factors. It is substantiated that health-care companies can increase the intensity of customer engagement by delivering more authentic and relevant content and having an appealing look in a time-bound manner. This will increase the usefulness and entertaining value of the content.

Originality/value

The research findings contribute to the customer engagement dimension in the health-care sector and help the companies construct effective branded content leading towards higher customer engagement.

Citation

Chauhan, T., Sindhu, S. and Mor, R.S. (2024), "Modelling the factors impacting customer engagement for branded content in healthcare", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 18 No. 1, pp. 102-121. https://doi.org/10.1108/IJPHM-03-2022-0030