From "Anxiety Marketing" to "Trust Narratives": A Study on the Transformation of Communication Strategies in Smart Health Brands
Journal: Modern Economics & Management Forum DOI: 10.32629/memf.v6i5.4491
Abstract
With the deep integration of AI into health management, the traditional "anxiety marketing" model of smart health brands faces trust crises and ethical controversies. Based on narrative communication and trust signaling theories, this study uses a multi-case comparative approach, selecting Xiaomi Health, Huawei Health, and Apple Health as samples. It analyzes how these brands shift from "anxiety marketing" to a positive-value-oriented "trust narrative" model in brand communication. The research aims to reveal brands' significant adjustments and innovative explorations in communication content, methods, and philosophies for building deeper trust in the current social context. The findings show that building trust narratives for smart health brands needs synergistic progress in three dimensions: technological transparency, user value co-creation, and data security ethics, forming a "problem reframing — value resonance — trust consolidation" communication loop. The study's conclusions offer a theoretical basis and practical guidance for smart health brands to overcome marketing ethical dilemmas and set up long-term trust mechanisms.
Keywords
anxiety marketing, trust narratives,smart health brands, communication strategies
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[3]Lazarus, R. S. (2020). Stress, appraisal, and coping.Psychological Review, 84(2), 115-133.
[4] Green, M. C., & Brock, T. C. (2018). Narrative transportation theory. InMedia Psychology. Routledge.
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[6] Sussman, S. W., & Siegal, W. S. (2020). Dimensions of consumer trust in online health information.Journal of Medical Internet Research, 17(1), e1278.
[7] Mayer, R. C., et al. (2019). Trust and distrust: New directions for organizational theory.Academy of Management Review, 44(3), 489-514.
[8] Sussman, S. W., & Siegal, W. S. (2020). Trust in health information sources: A systematic review.Journal of Medical Internet Research, 22(5), e16514.
[9] IDC. (2024).Global Smart Health Device Market Report. International Data Corporation.
[10] Statista. (2024).Consumer Retention Rate in Smart Health Industry. Statista Research Department.
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