Modelling the factors impacting customer engagement for branded content in healthcare

PurposeIn this global digital era, health-care companies are increasing their presence on the internet through branded content that serves as a connecting link between customers and brands. However, there is a limited understanding of branded content's impact on customers. Thus, this paper aims to empirically analyse customer engagement for branded content in the health-care sector.Design/methodology/approachThe factors impacting customer engagement for branded content were identified and analysed using the Decision-Making Trial and Evaluation Laboratory approach to get their significance and the cause and effect relationship.FindingsIt emerged that co-creation is the most significant factor, having a substantial relationship with all other factors. It is substantiated that health-care companies can increase the intensity of customer engagement by delivering more authentic and relevant content and having an appealing look in a time-bound manner. This will increase the usefulness and entertaining value of the content.Originality/valueThe research findings contribute to the customer engagement dimension in the health-care sector and help the companies construct effective branded content leading towards higher customer engagement.