Adoption of Digital Marketing Technologies in Indian Healthcare Sector

Abstract

This study aims at assessing the factors influencing the adoption of digital marketing technologies in the Healthcare Service Sector of India and to investigate the challenges as well as efficacy of digital marketing in Healthcare Sector in India. The study is based on a decomposed version of Technology Acceptance Model employing the PLS-SEM technique. The major constructs of TAM – Perceived Usefulness and Perceived Ease of Use have been measured as constructs decomposed into the their subdimensions as derived from previous literature and hence this study contributes to the existing literature which is lacking in this type of sub-dimensional analysis using TAM. Results reveal that both perceived usefulness and perceived challenges have a significant effect on attitude towards digital marketing and further the adoption of digital marketing technologies.