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Article
Publication date: 26 July 2021

Claire Youngnyo Joa and Sung-Yeon Park

There is an increasing need for a better understanding of healthcare service marketing in social media. This paper aims to examine Under the framework of positioning theory…

Abstract

Purpose

There is an increasing need for a better understanding of healthcare service marketing in social media. This paper aims to examine Under the framework of positioning theory, popular Instagram posts related to #plasticsurgery and their accounts were analyzed and the relationships between the posts’ attributes and the number of user comments and likes were examined.

Design/methodology/approach

A total of 272 posts associated with #plasticsurgery and their account profiles were analyzed.

Findings

Plastic surgery procedures were positioned on Instagram primarily by doctors and celebrity patients who were motivated by self-promotion. Doctors often omitted their medical credential information from their account profile and posts while featuring their vanity photos, emojis and consultation solicitations. They showed patients as the objects of surgery. On the other hand, patients positioned themselves as individuals with the agency by showing their faces rather than focusing on their body parts. Instagram users responded better to the doctors who positioned themselves more as business owners than medical professionals by soliciting consultations, offering discounts, displaying surgery photos and using emojis. In responding to patient posts, Instagram users liked under-dressed images more than fully clothed images and commented more on before-and-after photos than others.

Social implications

In Instagram, doctors positioned themselves as self-interested providers of plastic surgery services, whereas patients positioned themselves as active consumers. Medical professionals’ social media activities should be more closely monitored to protect patient safety and the trust between patients and doctors.

Originality/value

This study shed light on how doctors and patients position themselves on social media and how they are received by social media users in the context of #plasticsurgery on Instagram.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 15 no. 4
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 2 January 2023

Claire Youngnyo Joa, Mohammad Abuljadail and Louisa S. Ha

To facilitate the use of YouTube as an important global video portal for self-directed learning (SDL), it is important to understand YouTube users' distinctive learning…

Abstract

Purpose

To facilitate the use of YouTube as an important global video portal for self-directed learning (SDL), it is important to understand YouTube users' distinctive learning experiences across cultures. This study examines factors influencing YouTube SDL based on the personal responsibility orientation (PRO) model. In addition, the two markets, US and Taiwan, were chosen to explore if national cultural differences affect YouTube users' SDL frequency and goals along with PRO variables.

Design/methodology/approach

A self-administered online survey of 372 college aged-YouTube users in the US and Taiwan was conducted to obtain the self-reported SDL behavior on YouTube and other demographic and video usage variable information.

Findings

Frequent video sharing and information seeking motives likely facilitate general YouTube SDL, while initiating online video search leads to specific goal-oriented SDL such as problem-solving and skill-improvement. Although American students use YouTube more frequently for SDL than Taiwanese students, Taiwanese students use YouTube more for specific skill improvement.

Social implications

YouTube's social affordance enables YouTube users' informal and SDL across different national cultures and thus the role such social media play in encouraging lifelong learning needs further attention.

Originality/value

This study contributes to understanding how YouTube fosters the informal learning process through functions enabling YouTube users' self-directed information seeking, sharing and engaging with online videos with a cross-national comparison. This study is also expected to offer insights to promote the use of YouTube for SDL as a first cross-national study applying the PRO model in the context of YouTube SDL.

Details

Online Information Review, vol. 47 no. 6
Type: Research Article
ISSN: 1468-4527

Keywords

Article
Publication date: 27 July 2021

Louisa Ha, Mohammad Hatim Abuljadail, Claire Youngnyo Joa and Kisun Kim

This study aims to examine the difference between personalized and non-personalized recommendations in influencing YouTube users’ video choices. In addition, whether men and women…

1010

Abstract

Purpose

This study aims to examine the difference between personalized and non-personalized recommendations in influencing YouTube users’ video choices. In addition, whether men and women have a significant difference in using recommendations was compared and the predictors of recommendation video use frequency were explored.

Design/methodology/approach

A survey of 524 Saudi Arabia college students was conducted using computer-assisted self-administered interviews to collect their video recommendation sources and how likely they follow the recommendation from different sources.

Findings

Video links posted on social media used by the digital natives were found as the most effective form of recommendation shows that social approval is important in influencing trials. Recommendations can succeed in both personalized and non-personalized ways. Personalized recommendations as in YouTube recommended videos are almost the same as friends and family’s non-personalized posting of video links on social media in convincing people to watch the videos. Contrary to expectations, Saudi men college students are more likely to use recommendations than women students.

Research limitations/implications

The use of a non-probability sample is a major limitation and self-reported frequency may result in over- or under-estimation of video use.

Practical implications

Marketers will realize that they may not need the personalized recommendation from the large site. They can use social media recommendations by the consumers’ friends and family. E-mail is the worst platform for a recommendation.

Social implications

Recommendation is a credible source and can overcome the avoidance of advertising. Its influence on consumers will be increasing in years to come with the algorithmic recommendation and social media use.

Originality/value

This is the first study to compare the influence of different online recommendation sources and compare personalized and non-personalized recommendations. As recommendation is growing more and more important with algorithm development online, the study results have high reference values to marketers in Islamic countries and beyond.

Article
Publication date: 6 February 2018

Louisa Ha, Claire Youngnyo Joa, Itay Gabay and Kisun Kim

The purpose of this paper is to examine how college students’ social media use affects their school e-mail avoidance and campus involvement.

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Abstract

Purpose

The purpose of this paper is to examine how college students’ social media use affects their school e-mail avoidance and campus involvement.

Design/methodology/approach

The study employed face-to-face interviews and self-administered survey/quantitative data.

Findings

Communication and business students are more involved on campus and likely to use social media as the primary communication medium than other majors. Social media and text messages are not the culprits of school e-mail avoidance. University departments, student organizations, and faculty advisors’ e-mails are most likely to be avoided. Social media users can be categorized as either “instant communicators” or “online content curators.” Facebook is the only social media brand conducive to campus involvement.

Research limitations/implications

This study only used one university’s students as sample. In examining school e-mail avoidance, it only focused on the source of e-mail. The study is limited by its sole reliance on quantitative behavioral data.

Practical implications

University administrators and academic advisors need to reconsider the e-mail communication to students, target at the instant communicator social media users, and use Facebook to create a strong sense of community and campus involvement for their students. Marketers can utilize the two social media user groups in selecting social media in targeting to students.

Originality/value

The study offered empirical evidence to explain how social media affect students’ school e-mail avoidance and the role of campus media and specific social media outlet on campus involvement. It advances the knowledge of media choice of students and the social media user groups.

Details

Internet Research, vol. 28 no. 1
Type: Research Article
ISSN: 1066-2243

Keywords

Open Access
Article
Publication date: 12 July 2023

Nicola Cobelli and Emanuele Blasioli

The purpose of this study is to introduce new tools to develop a more precise and focused bibliometric analysis on the field of digitalization in healthcare management…

Abstract

Purpose

The purpose of this study is to introduce new tools to develop a more precise and focused bibliometric analysis on the field of digitalization in healthcare management. Furthermore, this study aims to provide an overview of the existing resources in healthcare management and education and other developing interdisciplinary fields.

Design/methodology/approach

This work uses bibliometric analysis to conduct a comprehensive review to map the use of the unified theory of acceptance and use of technology (UTAUT) and the unified theory of acceptance and use of technology 2 (UTAUT2) research models in healthcare academic studies. Bibliometric studies are considered an important tool to evaluate research studies and to gain a comprehensive view of the state of the art.

Findings

Although UTAUT dates to 2003, our bibliometric analysis reveals that only since 2016 has the model, together with UTAUT2 (2012), had relevant application in the literature. Nonetheless, studies have shown that UTAUT and UTAUT2 are particularly suitable for understanding the reasons that underlie the adoption and non-adoption choices of eHealth services. Further, this study highlights the lack of a multidisciplinary approach in the implementation of eHealth services. Equally significant is the fact that many studies have focused on the acceptance and the adoption of eHealth services by end users, whereas very few have focused on the level of acceptance of healthcare professionals.

Originality/value

To the best of the authors’ knowledge, this is the first study to conduct a bibliometric analysis of technology acceptance and adoption by using advanced tools that were conceived specifically for this purpose. In addition, the examination was not limited to a certain era and aimed to give a worldwide overview of eHealth service acceptance and adoption.

Details

The TQM Journal, vol. 35 no. 9
Type: Research Article
ISSN: 1754-2731

Keywords

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