IDEAS home Printed from https://ideas.repec.org/a/eee/tefoso/v171y2021ics0040162521003966.html
   My bibliography  Save this article

Unveiling physicians’ personal branding strategies in online healthcare service platforms

Author

Listed:
  • Zhang, Tingting
  • Yan, Xiangbin
  • Wang, William Yu Chung
  • Chen, Qin

Abstract

Online personal branding is useful for physicians to promote themselves on online healthcare service platforms. However, there is a lack of understanding of the antecedents and consequences of physicians’ personal branding strategies. Following the environment-strategy-performance framework, this study investigates the antecedents and consequences of strategic personal branding strategies among physicians on an online healthcare service platform using a mixed-method approach. A qualitative study suggests that the online healthcare service environment includes platform characteristics, competitors, and regulations, and the strategies adopted by physicians are personal branding identity and personal branding positioning. Moreover, brand performance can be measured as trust, reputation, and patient engagement. Data from a Chinese online healthcare service platform is used to empirically test the relationships between the environment and physicians’ personal branding strategies and brand performance. The empirical results confirm that physicians’ online personal branding strategies are affected by the environment, which in turn determines their brand performance. These findings can advance the understanding of the antecedents and consequences of physicians’ personal branding on online healthcare service platforms. Moreover, it has meaningful implications for physicians who want to promote themselves online and for managers of these platforms who seek to improve their features.

Suggested Citation

  • Zhang, Tingting & Yan, Xiangbin & Wang, William Yu Chung & Chen, Qin, 2021. "Unveiling physicians’ personal branding strategies in online healthcare service platforms," Technological Forecasting and Social Change, Elsevier, vol. 171(C).
    • Handle: RePEc:eee:tefoso:v:171:y:2021:i:c:s0040162521003966
    DOI: 10.1016/j.techfore.2021.120964
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0040162521003966
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.techfore.2021.120964?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Justin Tan & David Tan, 2005. "Environment–strategy co‐evolution and co‐alignment: a staged model of Chinese SOEs under transition," Strategic Management Journal, Wiley Blackwell, vol. 26(2), pages 141-157, February.
    2. Youn Kue Na & Sungmin Kang & Hye Yeon Jeong, 2019. "The Effect of Market Orientation on Performance of Sharing Economy Business: Focusing on Marketing Innovation and Sustainable Competitive Advantage," Sustainability, MDPI, vol. 11(3), pages 1-19, January.
    3. Wessel, Michael & Thies, Ferdinand & Benlian, Alexander, 2017. "Competitive Positioning of Complementors on Digital Platforms: Evidence from the Sharing Economy," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 89618, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    4. M. Teresa Anguera & Angel Blanco-Villaseñor & José Luis Losada & Pedro Sánchez-Algarra & Anthony J. Onwuegbuzie, 2018. "Revisiting the difference between mixed methods and multimethods: Is it all in the name?," Quality & Quantity: International Journal of Methodology, Springer, vol. 52(6), pages 2757-2770, November.
    5. Makrakis, Vassilios & Kostoulas-Makrakis, Nelly, 2016. "Bridging the qualitative–quantitative divide: Experiences from conducting a mixed methods evaluation in the RUCAS programme," Evaluation and Program Planning, Elsevier, vol. 54(C), pages 144-151.
    6. Parente, Ronaldo C. & Geleilate, José-Mauricio G. & Rong, Ke, 2018. "The Sharing Economy Globalization Phenomenon: A Research Agenda," Journal of International Management, Elsevier, vol. 24(1), pages 52-64.
    7. Xiongfei Cao & Dan Wang, 2018. "The role of online communities in reducing urban–rural health disparities in China," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 69(7), pages 890-899, July.
    8. Green, Ellen P., 2014. "Payment systems in the healthcare industry: An experimental study of physician incentives," Journal of Economic Behavior & Organization, Elsevier, vol. 106(C), pages 367-378.
    9. Benoit, Sabine & Baker, Thomas L. & Bolton, Ruth N. & Gruber, Thorsten & Kandampully, Jay, 2017. "A triadic framework for collaborative consumption (CC): Motives, activities and resources & capabilities of actors," Journal of Business Research, Elsevier, vol. 79(C), pages 219-227.
    10. Qin, Xuezheng & Li, Lixing & Hsieh, Chee-Ruey, 2013. "Too few doctors or too low wages? Labor supply of health care professionals in China," China Economic Review, Elsevier, vol. 24(C), pages 150-164.
    11. Cui, Anna Shaojie & Griffith, David A. & Cavusgil, S. Tamer & Dabic, Marina, 2006. "The influence of market and cultural environmental factors on technology transfer between foreign MNCs and local subsidiaries: A Croatian illustration," Journal of World Business, Elsevier, vol. 41(2), pages 100-111, June.
    12. Labrecque, Lauren I. & vor dem Esche, Jonas & Mathwick, Charla & Novak, Thomas P. & Hofacker, Charles F., 2013. "Consumer Power: Evolution in the Digital Age," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 257-269.
    13. Labrecque, Lauren I. & Markos, Ereni & Milne, George R., 2011. "Online Personal Branding: Processes, Challenges, and Implications," Journal of Interactive Marketing, Elsevier, vol. 25(1), pages 37-50.
    14. Leila Hurmerinta-Peltomäki & Niina Nummela, 2006. "Mixed methods in international business research: A value-added perspective," Management International Review, Springer, vol. 46(4), pages 439-459, August.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Marvello Yang & Norizan Jaafar & Abdullah Al Mamun & Anas A. Salameh & Noorshella Che Nawi, 2022. "Modelling the significance of strategic orientation for competitive advantage and economic sustainability: the use of hybrid SEM–neural network analysis," Journal of Innovation and Entrepreneurship, Springer, vol. 11(1), pages 1-28, December.
    2. Tingting Zhang & Qin Chen & William Yu Chung Wang & Yuhan Wei, 2022. "Understanding Physicians’ Motivation to Provide Healthcare Service Online in the Digital Age," IJERPH, MDPI, vol. 19(22), pages 1-11, November.
    3. Palátová, P. & Rinn, R. & Machoň, M. & Paluš, H. & Purwestri, R.C. & Jarský, V., 2023. "Sharing economy in the forestry sector: Opportunities and barriers," Forest Policy and Economics, Elsevier, vol. 154(C).
    4. Weinberg, Bruce D. & de Ruyter, Ko & Dellarocas, Chrysanthos & Buck, Michael & Keeling, Debbie Isobel, 2013. "Destination Social Business: Exploring an Organization's Journey with Social Media, Collaborative Community and Expressive Individuality," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 299-310.
    5. Chan Liu & Raymond K. H. Chan & Maofu Wang & Zhe Yang, 2020. "Mapping the Sharing Economy in China," Sustainability, MDPI, vol. 12(16), pages 1-19, August.
    6. Syed Tariq Anwar, 2023. "The sharing economy and collaborative consumption: Strategic issues and global entrepreneurial opportunities," Journal of International Entrepreneurship, Springer, vol. 21(1), pages 60-88, March.
    7. Zeng, Jing, 2022. "Orchestrating ecosystem resources in a different country: Understanding the integrative capabilities of sharing economy platform multinational corporations," Journal of World Business, Elsevier, vol. 57(6).
    8. Jorge Tello‐Gamarra & Carlai Netto, 2022. "The sharing economy in social media: An institutional analysis in an emerging country," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(4), pages 988-999, June.
    9. Kapoor, Kawaljeet & Ziaee Bigdeli, Ali & Dwivedi, Yogesh K. & Schroeder, Andreas & Beltagui, Ahmad & Baines, Tim, 2021. "A socio-technical view of platform ecosystems: Systematic review and research agenda," Journal of Business Research, Elsevier, vol. 128(C), pages 94-108.
    10. Xu, Yu & Hazée, Simon & So, Kevin Kam Fung & Li, K. Daisy & Malthouse, Edward Carl, 2021. "An evolutionary perspective on the dynamics of service platform ecosystems for the sharing economy," Journal of Business Research, Elsevier, vol. 135(C), pages 127-136.
    11. Erz, Antonia & Heeris Christensen, Anna-Bertha, 2018. "Transforming Consumers Into Brands: Tracing Transformation Processes of the Practice of Blogging," Journal of Interactive Marketing, Elsevier, vol. 43(C), pages 69-82.
    12. Małecka, Agnieszka & Mitręga, Maciej & Mróz-Gorgoń, Barbara & Pfajfar, Gregor, 2022. "Adoption of collaborative consumption as sustainable social innovation: Sociability and novelty seeking perspective," Journal of Business Research, Elsevier, vol. 144(C), pages 163-179.
    13. David Martín-Martínez & Pere Lavega-Burgués & Cristòfol Salas-Santandreu & Conxita Duran-Delgado & Queralt Prat & Sabrine Damian-Silva & Leonardo Machado & Pablo Aires-Araujo & Verónica Muñoz-Arroyave, 2021. "Relationships, Decisions, and Physical Effort in the Marro Traditional Sporting Game: A Multimodal Approach," IJERPH, MDPI, vol. 18(20), pages 1-27, October.
    14. Smith, Andrew N. & Fischer, Eileen & Yongjian, Chen, 2012. "How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 102-113.
    15. Andersson, Ulf & Dasí, Àngels & Mudambi, Ram & Pedersen, Torben, 2016. "Technology, innovation and knowledge: The importance of ideas and international connectivity," Journal of World Business, Elsevier, vol. 51(1), pages 153-162.
    16. Dingju Zhu, 2020. "Big Data based Research on Mechanisms of Sharing Economy Restructuring the World," Papers 2001.08926, arXiv.org.
    17. Kurt R. Brekke & Tor Helge Holmås & Karin Monstad & Odd Rune Straume, 2020. "How Does The Type of Remuneration Affect Physician Behavior?," American Journal of Health Economics, University of Chicago Press, vol. 6(1), pages 104-138.
    18. Reilly, Timothy M. & Jones, Raymond, 2017. "Mixed methodology in family business research: Past accomplishments and perspectives for the future," Journal of Family Business Strategy, Elsevier, vol. 8(3), pages 185-195.
    19. Tan, Justin & Yang, Jun & Veliyath, Rajaram, 2009. "Particularistic and system trust among small and medium enterprises: A comparative study in China's transition economy," Journal of Business Venturing, Elsevier, vol. 24(6), pages 544-557, November.
    20. Huck, Steffen & Lünser, Gabriele & Spitzer, Florian & Tyran, Jean-Robert, 2016. "Medical insurance and free choice of physician shape patient overtreatment: A laboratory experiment," Journal of Economic Behavior & Organization, Elsevier, vol. 131(PB), pages 78-105.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:tefoso:v:171:y:2021:i:c:s0040162521003966. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.sciencedirect.com/science/journal/00401625 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.