The use of social media by consumers for health-related reasons is continuously growing. From this current phenomenon, this study aims to find out how social media communication impacts consumers’ perceptions and behaviors in the healthcare sector across global social media types, and understand the factors that influence the perceived usefulness of social media towards health information adoption. The research collected data from Thailand, which is considered as one of the most prominent healthcare systems globally with a big online market, fast-growing social media users, and high internet reachability rate. Based on the results of the study, it shows that social media plays a significant role in the healthcare industry, especially in the aspect of consumers’ health information sharing and adoption behaviors. The results confirm the direct effects of content quality and health information accuracy on consumers’ perception of social media usefulness. The moderating effect results of global social media type reveal the impacts of information privacy concern on consumers’ perceived privacy risk. The finding results confirm the moderating effects of perceived innovation characteristics between social media usefulness and health information adoption. The study will contribute to providing a better understanding of the factors that determine the success of social media communication and marketing. This research also provides the theoretical and practical implications to healthcare industry regarding to social media usefulness and potential risks associated with content sharing in the virtual communities in the context of health-related information adoption.

TITLE l
ABSTRACT II
TABLE OF CONTENTS III
LIST OF TABLES V
LIST OF FIGURES VII
CHAPTER 1 8
INTRODUCTION 8
1.1 RESEARCH BACKGROUND 8
1.2 RESEARCH GAP 11
1.3 SIGNIFICANCE OF STUDY 13
1.4 RESEARCH PURPOSE 14
CHAPTER 2 16
LITERATURE REVIEW 16
2.1 SOCIAL MEDIA USE IN HEALTHCARE INDUSTRY 16
2.1.1 Social Media Platforms 18
2.1.2 Medical Specialties in Healthcare Sector 19
2.2 CONSUMER ETHICAL PERCEPTION 20
2.3 CONTENT QUALITY 22
2.4 HEALTH INFORMATION ACCURACY 23
2.5 HEALTH BELIEF 24
2.6 INDIVIDUAL HEALTH LITERACY 25
2.7 INFORMATION PRIVACY CONCERN 25
2.8 INFORMATION SENSITIVITY 26
2.9 PERCEIVED SOCIAL MEDIA USEFULNESS 27
2.10 PERCEIVED PRIVACY RISK 28
2.11 GLOBAL SOCIAL MEDIA TYPE 29
2.12 PERCEIVED INNOVATION CHARACTERISTICS 30
2.13 INFORMATION ADOPTION 31
CHAPTER 3 34
RESEARCH FRAMEWORK AND HYPOTHESIS DEVELOPMENT 34
3.1 RESEARCH FRAMEWORK 34
3.2 HYPOTHESES DEVELOPMENT 35
3.2.1 Consumer Ethical Perception and Content Quality 35
3.2.2 Content Quality and Perceived Usefulness of Social Media 36
3.2.3 Health Information Accuracy and Perceived Usefulness of Social Media 37
3.2.4 Health Belief and Perceived Usefulness of Social Media 38
3.2.5 Individual Health Literacy and Perceived Usefulness of Social Media. 39
3.2.6 Information Privacy Concern and Perceived Privacy Risk. 40
3.2.7 Information Sensitivity and Perceived Privacy Risk. 42
3.2.8 Perceived Usefulness of Social Media and Information Adoption. 43
3.2.9 Perceived Privacy Risk affects Perceived Usefulness of Social Media and Information Adoption. 44
3.2.10 Global Social Media Types as a Moderator 45
3.2.11 Perceived Characteristics of the Innovation as a Moderator 47
CHAPTER 4 49
RESEARCH METHODOLOGY 49
4.1 RESEARCH METHODOLOGY 49
4.2 QUESTIONNAIRE DESIGN AND DEVELOPMENT 49
4.3 DATA COLLECTION 53
CHAPTER 5 58
DATA ANALYSIS AND RESULT 58
5.1 SCALE ACCURACY ANALYSIS 58
5.2 HYPOTHESIS ANALYSIS 63
5.2.1 Hypothesis Direct Effect 63
5.2.2 Moderating Effect Hypotheses Testing Results 65
5.2.3 Multi Group Analysis 66
5.2.4 Segmentize Unsupported Hypothesis 67
5.2.5 Gender Segmentation 69
5.2.6 Age Segmentation 70
5.2.7 Structural Model 72
5.3 HYPOTHESIS TEST RESULT 73
CHAPTER 6 75
DISCUSSION AND CONCLUSION 75
6.1 GENERAL DISCUSSION 75
6.2 THEORETICAL IMPLICATIONS 78
6.3 MANAGERIAL IMPLICATIONS 79
6.4 LIMITATION AND FUTURE RESEARCH 81
REFERENCES 83
APPENDIX A 106
APPENDIX B 110
APPENDIX C 114
APPENDIX D 118

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