Analyzing the Enablers of Customer Engagement in Healthcare Using TISM and Fuzzy MICMAC

The spike in internet users led healthcare companies to confer their agile presence on various digital platforms and engage customers online increase viability amid the rising competition. Online customer engagement takes place through branded content, i.e., content provided by brand or company. Healthcare can leverage focusing crucial enablers. Therefore, this study explores enablers of for devises a model depicting interrelationships among them. were ascertained using literature review validated experts. Further, interrelationship was analyzed TISM (Total Interpretive Structural Modeling) approach, Fuzzy MICMAC (Cross-impact matrix multiplication) classified into different clusters. Results exhibited that informativeness is most significant enabler, deriving other In contrast, shareability co-creation are dependent strategic hierarchy. outcomes research will aid knowing prioritizing enabler’s contribution engaging towards content.