Users adoption of hospital's WeChat official account: a narrative review / Ou Ketong and Nurul Hijja Mazlan

The rapid advancement of digital technology has transformed the media landscape, with platforms e.g., WeChat, Weibo, TikTok, and online platforms are gaining popularity for healthcare services and information dissemination platform in China. Traditional media e.g., newspapers, television, and radio, once dominant, now face challenges and transitions, leading to insufficient healthcare communication. As one of the major alternatives, WeChat offers official accounts for hospitals to enhance their healthcare quality and promote their medical services. Hospitals now must rely on diverse and content-rich digital media to enhance their reputation. Addressing privacy concerns and user preferences will enhance the adoption and utilization of digital healthcare services, meet users' ever evolving needs, and promote the sustainable development of healthcare quality. User interactions and social engagement are crucial in shaping brand trust within the scope of doctor-patient relationships. Building trust and addressing privacy concerns are essential for successful adoption of digital healthcare services. Perceived ease of use and usefulness are among critical factors in technology adoption by the respective society. Future research should explore the adoption of digital branding platforms in different healthcare settings and cultures to provide a more comprehensive digital branding strategies for healthcare providers. The adoption of hospital WeChat Official Accounts as digital branding platforms is influenced by user interactions, trust, ease of use, and perceived usefulness. Addressing privacy concerns and focusing on usability and relevance are key for successful implementation.