Social Media and Digital Innovation in Promoting Health Consciousness: A Shift from Illness to Wellness

S. Krishna Priya; S Sunil

doi:10.34293/management.v13iS1-i4-may.11071

S. Krishna Priya Research Scholar, Research and PG Department of Commerce, Government College Attingal, Thiruvananthapuram, Kerala, India.
S Sunil Professor & Research Supervisor Research and PG Department of Commerce, Government College Attingal, Thiruvananthapuram, Kerala, India.

DOI: https://doi.org/10.34293/management.v13iS1-i4-may.11071

Keywords: Social Media, Digital Innovation, Wellness Industry, Health Consciousness, Influencer Marketing, Preventive Healthcare

Abstract

The increasing awareness regarding preventive healthcare, mental well-being, fitness, and healthy lifestyles has significantly transformed consumer behaviour from illness-oriented healthcare approaches to wellness-focused living. In recent years, social media platforms and digital innovation have emerged as powerful tools for promoting health consciousness and wellness communication. Platforms such as Instagram, YouTube, Facebook play an important role in influencing consumer perceptions, attitudes, and wellness-related decisions through digital influencers, interactive communication, and personalized content.

This study examines the role of social media and digital innovation in promoting health consciousness and supporting the transition from illness-centered healthcare to wellness- oriented lifestyles. The study is descriptive in nature and is completely based on secondary data collected from research articles, industry reports, websites, and online databases. Recent industry statistics indicate that there were approximately 5.79 billion social media user

identities globally in 2026, demonstrating the growing importance of digital communication in modern consumer lifestyles (DataReportal, 2026). The study also highlights the rapid growth of the global digital health market. According to Grand View Research (2026), the digital health market was valued at USD 347.4 billion in 2025 and is projected to reach USD 1,830.4 billion by 2033 with a CAGR of 23.4% (Grand View Research, 2026).

The findings reveal that influencer credibility, content authenticity, digital storytelling, wearable technologies, telemedicine, and wellness applications significantly influence consumer wellness awareness and engagement. The study concludes that social media and digital innovation are transforming global wellness communication and encouraging preventive healthcare behaviour.