Digital–Performance Marketing Dominance in Patient Hospital Selection: A Structural Equation Modelling Approach

Author(s)	Mr. Durjoy Sarker
Country	India
Abstract	This study investigates the evolving role of digital and performance marketing in influencing patient hospital selection decisions within the rapidly transforming healthcare sector. Using a Structural Equation Modelling (SEM) approach and primary data collected from 750 respondents across the Delhi NCR region, the research identifies a significant shift from traditional decision-making factors toward a digital trust-driven pathway. The findings demonstrate that performance marketing plays a dominant role in building digital trust, which subsequently influences patient behavioural intention and final hospital selection decisions.
Keywords	Digital Marketing, Performance Marketing, Healthcare, Patient Behaviour, Structural Equation Modelling, Digital Trust
Field	Business Administration
Published In	Volume 8, Issue 2, March-April 2026
Published On	2026-04-14
DOI	https://doi.org/10.36948/ijfmr.2026.v08i02.74738

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