Empowerment and Engagement of Online Users on Health Content Provided by a Private Hospital's Social Media in Thailand: A Critical Incident Technique
Keywords:
Critical Incident Technique, content analysis, consumer engagement, consumer empowerment, persuasive health contentAbstract
The purpose of this paper to use both a Critical Incident Technique (CIT) survey and content analysis to gather and identify critical consumer behaviors following their empowerment in content, process, social, and technological encounters with a subsequent action to participate or not engage on persuasive health contents provided by private hospital social media in Thailand. This research provides a thorough illustration of the staged process that involves using numbers to derive meaning from qualitative data. The five stages of critical incident technique (CIT) are identified: 1) precise objectives 2) planning, including situation, observers, and method of data collection 3) gathering data 4) analyzing data including summarizing, describing, and applying observation and 5) evaluating and documenting findings. This work also provides specific category generation and content analysis processes that may be utilized in conjunction with a CIT survey or to evaluate written empirical data from a positivist standpoint. As a result, the outcomes of this approach are expected to uncover important phenomena and then locate appropriate constructs and elements connected to the next phase of quantitative research.
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