The impact of social media marketing on healthcare: Influence on value co-creation, brand equity, and customer engagement

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The paper examines how value co-creation provides the mechanism through which social media marketing impacts brand equity and customer engagement in healthcare services.

Originality/value

The briefing saves busy executives, strategists, and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2024), "The impact of social media marketing on healthcare: Influence on value co-creation, brand equity, and customer engagement", Strategic Direction, Vol. 40 No. 8, pp. 8-10. https://doi.org/10.1108/SD-09-2024-0149