Examining holistic customer experiences in social media communities and its effects on consumer behaviour: an application in the public health sector

In public health, online communities are essential for promoting topics, sharing information, and fostering connections to improve individual and societal health outcomes. More research is needed to identify the nature of Holistic Customer Experience (HCE) in Public Health Social Media Communities (PHSMC). This study seeks to bridge literature gaps by examining consumer perceptions and evaluations of HCE in PHSMC consumption. Further, how HCE alongside subjective norms and health consciousness, influence consumer outcomes.  A sequential mixed method approach was used to gather data through two studies. Study One included two phases: first, a netnographic analysis of 1,500 comments from two major PHSMCs in Saudi Arabia. The second Phase involved in-depth semi-structured interviews with 24 administrators and consumers from a large PHSMC in KSA. Study One insight led to the development of the Holistic Customer Experience Creation Framework in Public Health Social Media Communities. This framework was empirically examined in Study Two via an online survey across three different samples in two countries: KSA and Australia.  This study provides practical guidance to practitioners for enhancing health outcomes through targeted content marketing aligned with the five HCE dimensions.