文章基本信息

标题：Examining the Relationship of Online Social Networking Sites’ Activities, Customers’ Brand Choice, and Brand Perception in Health-Related Businesses
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作者：Mehrab Nazir ; Jian Tian ; Iftikhar Hussain 等
期刊名称：Frontiers in Psychology
电子版ISSN：1664-1078
出版年度：2020
卷号：11
页码：546087-546096
DOI：10.3389/fpsyg.2020.546087
出版社：Frontiers Media
摘要：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. Copyright © 2020 Nazir, Tian, Hussain, Arshad and Shad.
关键词：brand choice;brand perception;customer perception;health;social networking site