For instance, are the actions that a person takes in order to prevent oral health condition good predictors for the person’s actual oral health? In addition, do individuals with better oral health also have higher levels of oral health-related quality of life? In this context, we were interested in investigating the relationships between oral health-related attitudes and behavior, oral health status (OHS), and oral health-related quality of life their interactions and the effects of their interactions. However, in contrast, much fewer studies bring together oral health, the related quality of life, and the individuals’ behavior. 17 – 19Īmong the many studies that have investigated the relation between oral health and individuals’ behavior, increasingly many use Kawamura’s Dental Behavior Inventory, 1 a self-reported list of preventive actions and behaviors for oral health. 16 This perspective has refined over the years to include biological, psychosocial, and the individual’s behavior as increasingly more relevant and interrelated factors. Environment, economics, and behavior are broadly regarded as the three main factors responsible for public health. 15 Another reason is the multitude of factors that influence oral health.
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First, concepts of health and quality of life are elusive and abstract while we know intuitively what they mean, they are difficult to define. However, the study of the relation between quality of life and oral health is by no means straightforward. 6 Recent research found significant and relevant associations between the quality of life and general oral health, 7, 8 and with specific oral health conditions, such as patients with malocclusions and orthodontic therapy, 9 – 11 dental implants, 12 removable dental prosthesis, 13 or edentulism. This increasing interest for the implications of oral health led to the emergence of a new field of oral health-related quality of life. 4 Moreover, even in modern times, the world faces the so-called 10/90 gap: as recently as 2004, only 10% of the funding available to global health research was allocated to health problems that affect 90% of the world’s population. The severity and stringency of dealing with oral health-related problems is immediately evident when considering that oral diseases share the same risk factors as the four globally leading chronic diseases 3 and that “renal, oral and eye diseases pose a major health burden for many countries”. Moreover, governments and other stakeholders are also affected in terms of socioeconomic costs. The advantages of developing social media capabilities early on also persist in the long-term, with substantial relevance for managers.Oral health is a significant concern for the individual affected by various oral medical conditions because of its influence on the person’s quality of life. A profile deviation analysis further reveals that the social media capabilities gap between top-performing versus other brands explains significant variance in social media performance.
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In particular, the impact of the social media strategy and measurement is moderated by firm size. The proposed social media resources and capabilities improve social media performance directly and brand perception indirectly. The authors empirically investigate their performance effects using different kinds of data pertaining to consumer brands, gathered from manager surveys, brands’ financial statements, Facebook fans, Instagram followers, YouTube subscribers, and brand image measures. It also offers theoretically supported and validated scales to measure them.
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Drawing on resource-based theory and the concept of dynamic capabilities, this article identifies social media–specific resources and dynamic capabilities that can enhance social media performance. Recent research reveals meaningful uses of digital marketing instruments, though without addressing internal, organizational antecedents of a firm’s social media performance.