Abstract
Social media presents numerous opportunities and benefits for health professionals, consumers and service providers. Despite social media’s growing popularity, the existing information system (IS) and technology adoption theories are relatively untested in the domain of healthcare social media. Extant literature suggests that the underlying factors affecting health professionals’ social media usage and acceptance behaviours are relatively unknown and somewhat ambiguous. Semi-structured interviews with sixteen health professionals were
conducted to uncover the factors impacting on their social media adoption behaviours. The major themes emerging from the interviews were cross matched with the existing technology adoption theories to propose a novel theoretical framework called Healthcare social media usage model (HSMUM). The proposed research model explains the key drivers affecting health professionals’ social media adoption behaviours.
conducted to uncover the factors impacting on their social media adoption behaviours. The major themes emerging from the interviews were cross matched with the existing technology adoption theories to propose a novel theoretical framework called Healthcare social media usage model (HSMUM). The proposed research model explains the key drivers affecting health professionals’ social media adoption behaviours.
Original language | English |
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Title of host publication | ANZMAC |
Editors | James E Richard, Djavlonbek Kadirov |
Place of Publication | New Zealand |
Publisher | ANZAM (Australian and New Zealand Academic of Management) |
Pages | 637-640 |
Number of pages | 3 |
Publication status | Published - 19 Nov 2019 |
Event | Australian and New Zealand Marketing Academy Conference 2019: Winds of Change - University of Wellington, Wellington, New Zealand Duration: 2 Dec 2019 → 4 Dec 2019 https://confer.nz/anzmac2019/ |
Publication series
Name | ANZMAC Conference Proceedings |
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Publisher | ANZAM (Australian and New Zealand Academic of Management) |
Volume | 2019 |
ISSN (Print) | 1447-3275 |
Conference
Conference | Australian and New Zealand Marketing Academy Conference 2019 |
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Abbreviated title | ANZMAC 2019 |
Country/Territory | New Zealand |
City | Wellington |
Period | 2/12/19 → 4/12/19 |
Internet address |