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