Mentor/s
Prof Brian Miller
Participation Type
Paper Talk
Abstract
The United States maintains a poor ranking in maternal mortality rates among developed nations, supporting traditional maternal system mistrust to increase. This creates an increased opportunity for maternity women to seek help from wellness brands. The Amazon and Shopify presence of Huel enabled me as a Marketing Professional, to study how the two digital platforms impact health product purchasing decisions. My research utilizes a comparative platform analysis based on the product features, Health Belief Model and Brand Equity Theory to gain insight for customer experience, SEO strategy, product discoverability and brand storytelling. The study reveals that Amazon provides extensive market access but Shopify enables deeper emotional connections and transparent communication, which leads to better long-term consumer engagement, specifically for a potential maternal health audience. The research demonstrates how platform strategy can fulfill both commercial objectives and public health goals by enhancing maternal wellness community trust, loyalty and access to services.
College and Major available
Digital Marketing MS
Academic Level
Graduate student
Location
Session 7: Digital Commons & Martire 350
Start Day/Time
4-24-2025 2:00 PM
End Day/Time
4-24-2025 3:15 PM
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License
Prize Categories
Best Multidisciplinary Research or Collaboration, Most Scholarly Impact or Potential, Most Transformative for Social Justice
Platform Wars in Maternal Health: What Huel’s Success on Shopify and Amazon Teaches Us About Building Trust and Loyalty
Session 7: Digital Commons & Martire 350
The United States maintains a poor ranking in maternal mortality rates among developed nations, supporting traditional maternal system mistrust to increase. This creates an increased opportunity for maternity women to seek help from wellness brands. The Amazon and Shopify presence of Huel enabled me as a Marketing Professional, to study how the two digital platforms impact health product purchasing decisions. My research utilizes a comparative platform analysis based on the product features, Health Belief Model and Brand Equity Theory to gain insight for customer experience, SEO strategy, product discoverability and brand storytelling. The study reveals that Amazon provides extensive market access but Shopify enables deeper emotional connections and transparent communication, which leads to better long-term consumer engagement, specifically for a potential maternal health audience. The research demonstrates how platform strategy can fulfill both commercial objectives and public health goals by enhancing maternal wellness community trust, loyalty and access to services.
Students' Information
Graduating Masters degree student specializing in digital marketing and customer experience, with a focus on e-commerce strategies for health and wellness brands.