TABLE OF CONTENTS :
1. Examining the barriers to accepting big health data from a health marketeer’s perspective
2. Factors influencing actual usage of fitness tracking devices: Empirical evidence from the UTAUT model
3. Exploring strategies to promote health services online: The role of contextual priming, digital ad type, and health threat orientation in determining the effectiveness of health service ads
4. Medical decision-making with tables and graphs: The role of cognition, emotions, and analytic thinking
5. The effects of humor in health promotional messages on a college campus
6. The impact of country image and patient cosmopolitanism on medical tourism