Brand equity in digital marketing: what does it mean in the health sector and how does it affect consumer decisions?

Abstract

Businesses are trying to achieve efficiency in marketing by using digital channels consisting of internet, social media and mobile platforms. The increase to be seen in the annual turnover of an enterprise, as well as the awareness of the brand, the interaction with the customers shows the brand equity. In other words, tangible and intangible assets are also related to brand equity. Here, the power of influence in the market, the customer's perception of value and brand loyalty are seen as factors affecting the situation. As a general concept, the health sector is the formation that deals with individuals and organizations that involve all phases from the production of health-related goods and services to consumption. It is formed by the decision of the consumer in the stages consisting of five steps taken up in the decision-making process of the consumer who needs a service or product. The aim of this study is to try to determine how consumers in the health sector have an effect on the decision-making process in order to understand the value that the consumer shows about a product or service about a business in digital marketing, which is the most important commercial shopping channel of today. In this direction, in order to obtain the necessary information about the field, data were collected from internet users in Istanbul using a Google form. These data were analyzed by applying t test and Anova test in SPSS system. As a result, a positive result has been reached as the effect of brand equity on consumer decision making in the health sector. It has been concluded that consumers give more importance to digital marketing channels and that this area should be more focused on in the health sector. © The Authors, published by EDP Sciences. This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0 (https://creativecommons.org/licenses/by/4.0/).