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Participants in the survey were over the age of 18 and had access to a public or private healthcare service provider. The data were analysed using structural equation modelling (SEM). The major findings show that perceived ease of use, privacy threat, information quality, social influence and self-efficacy influence health consumers\u2019 social media adoption behaviours. Perceived usefulness was not found to affect health consumers\u2019 social media adoption behaviours. The moderation analysis showed that influences of privacy threats are non-significant for mature age respondents and non-frequent users of social media. This study\u2019s findings have important implications for designing social media strategies for the healthcare industry. The drivers that positively impact on health consumers\u2019 social media usages can be integrated into meaningful strategies to capture the attention of potential consumers. 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