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Digital Disruption—How Medical Doctors Employ Influencer Marketing Strategies

In: Digital Disruption and Transformation

Author

Listed:
  • Andrea Kanzler

    (University of Muenster)

Abstract

Digitalization is a major growth driver for the global healthcare market, including increased use of digital communication tools and particularly a new and innovative use of social media by medical doctors. Therefore, this study asks: How can doctors innovate their business model to become successful on social media platforms and what are the perceptions of their followers on key antecedents and outcomes? Based on a survey conducted on medical social media accounts with 703 respondents, this study investigates the impact of ‘Trustworthiness’, ‘Referential Skills’, ‘Opinion Leadership’, ‘Hedonism’, ‘Utilitarianism’ and ‘Para-social Relationship’ on two outcome variables, i.e. the ‘Willingness to Offer Positive Word-of-Mouth on Social Media’ and the ‘Intention to Follow the Advice’. Several theoretical and practical implications are provided.

Suggested Citation

  • Andrea Kanzler, 2024. "Digital Disruption—How Medical Doctors Employ Influencer Marketing Strategies," Springer Proceedings in Business and Economics, in: Daniel Schallmo & Abayomi Baiyere & Frank Gertsen & Claus Andreas Foss Rosenstand & Chris­topher A. (ed.), Digital Disruption and Transformation, pages 153-172, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-47888-8_8
    DOI: 10.1007/978-3-031-47888-8_8
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