Knowledge Spillover and Innovation in Healthcare: A Comparative Study of Social Media Interaction Between Medical Technology Companies and Healthcare Professionals in Austria

<b><i>Background</i></b> : Interactions between healthcare professionals and medical technology companies on social media are central to understanding how variations in knowledge spillover and innovation performance vary. <b><i>Aim</i></b> : This study investigates how social media facilitates knowledge exchange between these two stakeholder groups in Austria, drawing on a cross-sectional online survey of 97 participants (45 healthcare professionals and 52 medical technology company representatives). Data were analyzed using Confirmatory Factor Analysis (CFA), Exploratory Structural Equation Modeling (ESEM), and independent-samples <i>t</i>-tests. The comparative approach enabled the identification of structural differences across stakeholder groups and regions within Austria. <b><i>Methodology</i></b> : The study adopts a comparative analysis framework to explore geographic differences within Austria and to examine how social media interaction strengthens dense and strong network ties between healthcare professionals and medical technology companies, thereby enhancing information-processing capabilities. <b><i>Results</i></b> : The findings underscore the pivotal role of social media in bridging geographic boundaries, fostering dense and strong network ties, and enhancing information-processing capacities. <b><i>Conclusions</i></b> : This study advances the understanding of how digital interaction mechanisms shape knowledge exchange and innovation performance in healthcare outcomes. <b><i>Practical Implications</i></b> : The findings suggest that social media promotes stronger professional relationships and deeper customer engagement. The results may assist policymakers and industry leaders aiming to design effective digital strategies for innovation and improved healthcare outcomes.