Title: eHealth marketing to millennials: a view through a systemigram

Authors: Gayle Prybutok; Ahasan Harun; Victor Prybutok

Addresses: College of Health and Public Service, Department of Rehabilitation and Health Services, University of North Texas, 1155 Union Circle #311340, Denton, TX 76201, USA ' College of Business, Department of Information Technology and Decision Sciences, University of North Texas, 1155 Union Circle #311277, Denton, TX 76201, USA ' College of Business, Department of Information Technology and Decision Sciences, University of North Texas, 1155 Union Circle #311277, Denton, TX 76201, USA

Abstract: With the help of Boardman soft systems methodology (BSSM) and its associated graphical system technique (i.e., systemigram), this work seeks to improve identification and comprehension of the intricate relationships between the factors that impact the millennial eHealth marketing landscape. This study contributes to the literature by: a) pinpointing the bottlenecks in the domain of millennial eHealth marketing; b) providing practitioners and academics with a detailed graphical representation of the circumstances they are facing; c) providing system analysts with relevant information for better comprehension of the systemic issues concerning millennial eHealth marketing; d) providing important insights that illuminate new avenues to explore through the medium of the systemigram. Further outcomes of these findings and implications for future research are elaborated.

Keywords: millennial eHealth marketing; BSSM; Boardman soft systems methodology; systemigram; systems thinking.

DOI: 10.1504/IJEH.2017.085823

International Journal of Electronic Healthcare, 2017 Vol.9 No.4, pp.319 - 338

Received: 17 Jun 2017
Accepted: 06 Jul 2017
Published online: 14 Aug 2017 *

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