How Does Digital Marketing Influence Consumer Behavior? Examining the Mediating Role of Digital Entrepreneurship in the Healthcare and Pharmaceuticals Sector

Abstract

Objective: The primary objective of this research is to examine the effects of digital marketing on consumer behavior in the healthcare and pharmaceutical sectors by demonstrating the mediating and moderating role of digital entrepreneurship. It is based on the Technology Acceptance Model (TAM), Diffusion of Innovations Theory, and Consumer Decision-Making Process Model, and describes the relationships between the digital market, consumer practices and values, and digital entrepreneurship. A survey of 250 professionals from the healthcare and pharmaceutical sector domains, structured questionnaires. The research was designed to apply advanced regression analysis techniques to test hypotheses on the influence of digital marketing and digital entrepreneurship on consumer behavior. Findings showed that digital marketing strategies could have a direct positive effect on increased consumer engagement through the partial mediating effect of digital entrepreneurship. It also recognizes irregularities as well as restrictions of particular marketing strategies. The results indicate that the healthcare and pharmaceutical sectors need to make investments in digital communication and drive digital entrepreneurship to adopt a growing digital economy. The paper contributes to the literature by investigating flagging the mediating role of digital entrepreneurship in the relationship between the use of digital marketing activities and consumer behavior, some practical approaches to raise more concern among consumers and accelerate business growth in both areas.