The Role of Digital Marketing in Behavioral Intention and Customer Acquisition in the Medical Equipment Industry: A Systematic Review

The medical equipment industry is a vital yet highly competitive sector within healthcare. Digital marketing has emerged as a powerful and innovative tool in identifying, attracting, and retaining customers in this industry. This qualitative study, employing content analysis, examines scholarly literature and research documents on the role of digital marketing in shaping behavioral intentions and customer acquisition. After reviewing abstracts, ۵۲ documents were selected, including scholarly articles, reports, conference papers, theses, and book chapters. The inclusion criteria were the availability of full-text original research articles, case studies, and reviews. The collected documents were consolidated, duplicates were removed, and those relevant to the research objective were selected for in-depth analysis and entered into the software. A total of ۵۲ documents were analyzed, and the concept of the role of digital marketing in shaping behavioral intentions and customer acquisition was extracted. The results of the document analysis, obtained from the software output, indicate that the criteria for digital marketing in shaping behavioral intentions and customer acquisition in the medical equipment industry can be divided into five main categories: increasing brand awareness, targeted marketing, creating valuable content, optimizing user experience, and analytics and optimization.

کلیدواژه ها:

Digital marketing ، Behavioral Intention ، customer acquisition ، medical equipment industry ، content analysis