Direct-to-consumer prescription medication advertisements on social media: The role of social factors

2021 ◽  
pp. 1-16
Author(s):  
Joshua Fogel ◽  
Jennifer Shraybman-Buynova
Keyword(s):  
Social Media ◽  
Social Factors ◽  
Prescription Medication ◽  
Direct To Consumer

Entrepreneurship and Innovation in Tourism E-Businesses

2020 ◽  
pp. 159-176
Author(s):  
Pedro Álvaro Pereira Correia ◽  
Irene García Medina ◽  
Zahaira Fabiola González Romo
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Factors ◽  
Exploratory Analysis ◽  
Competitive Advantages ◽  
Strategic Vision ◽  
Tourism Sector ◽  
The Social ◽  
Share Information

The emergence of social networks has revolutionized the way people communicate and share information. Consequently, it becomes important to analyze the role of these models of collaboration and innovation through social networks in the strategic vision of the responsibility of marketing and communication in tourism industries, mainly the role of Facebook in e-business actions. This chapter presents a qualitative and exploratory analysis of the individuals in the virtual context of the social media, their behaviors, reactions, and attitudes, to perceive which social factors can enhance the appearance of competitive advantages for the organizations. There was a predilection for companies with a greater international connection at the level of clients and also at the level of the operation because there was a predominance of companies related to the tourism sector of Madeira.

Direct-to-Consumer Prescription Medication Advertisements and Use of Different Types of Media

2020 ◽  
Vol 18 (4) ◽  
pp. 51-72
Author(s):  
Joshua Fogel ◽  
Rivka Herzog
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Digital Media ◽  
Cable Television ◽  
Prescription Medication ◽  
The Internet ◽  
Additional Information ◽  
Direct To Consumer ◽  
Different Types ◽  
And Behavior

The authors are not aware of any research for Internet social media direct-to-consumer prescription medication advertisements (DTCA) related to consumer behavior. The authors study (n=635) the association of traditional and digital media DTCA including Internet social media with the intentions to seek and behavior of obtaining additional information about a prescription medication after seeing a DTCA. This research found that advertisements seen on traditional/cable television were associated with decreased behavior. Advertisements seen on Internet television were associated with increased behavior. Seeking additional information of reading print content on the Internet was associated with increased behavior. No social media advertisements were associated with either intentions or behavior. Companies designing Internet and social media advertising platforms, pharmaceutical brand managers, and pharmaceutical marketers should consider these findings when tailoring their DTCA campaigns.

Electronic direct-to-consumer advertising of pharmaceuticals: an assessment of textual and visual content of websites

2020 ◽  
Vol 35 (2) ◽  
pp. 134-151
Author(s):  
Mariam F Alkazemi ◽  
Stephanie K Van Stee
Keyword(s):  
Health Information ◽  
Information Seeking ◽  
Chronic Conditions ◽  
Racial Diversity ◽  
Prescription Medication ◽  
The United States ◽  
The Internet ◽  
Direct To Consumer ◽  
Direct To Consumer Advertising

Abstract Considering the important role of the Internet in health information seeking by consumers, it is critical to examine the health information that is available to them through the Internet. This study contributes to existing knowledge by employing a content analysis to examine visual and textual information on prescription medication websites. A stratified random sample was selected from a list of the 100 most-prescribed medications in the United States. Findings point to under-utilization of audiovisual components on the homepage of prescription medication websites as well as a lack of racial diversity in people pictured. Medications for chronic conditions were more likely to have homepages with a positive emotional tone than those for acute conditions. Further, more depictions of women on homepages predicted a greater number of prescriptions filled. This study includes implications for health education and healthcare professionals, patients and the Food and Drug Administration.

scholarly journals Moderating Role of Social Factors on the Effect of Integrated Marketing Communication on Performance of Fast Food Restaurants in Nairobi Central Business District, Kenya.

2018 ◽  
Vol 6 (5) ◽  
Author(s):  
Musyimi Peris Mueni ◽  
Wambui E Ng’ang’a ◽  
Julie Makomere ◽  
Robert Onyango
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Social Factors ◽  
Fast Food ◽  
Sales Promotion ◽  
Integrated Marketing ◽  
Social Media Networks ◽  
Fast Food Restaurants ◽  
Moderating Role

Universally Integrated Marketing Communication (IMC) plays a pivotal role in providing adequate intrinsic information which impacts on overall performance of fast food restaurants. In this regard the study was designed to assess the moderating role of social factors on the effect of integrated marketing communications on the performance of fast food restaurants in Nairobi central business district. The study was guided by the following specific objectives; to examine the role of public relations, social media networks, sales promotion and advertising on the performance of fast food restaurants in Nairobi CBD. To determine the moderating role of social factors on the effect of intergraded marketing and communication on the performance of fast food restaurants in Nairobi CBD. The study adopted an explanatory research design. The target population was 144 key informants which included 48 managers and 96 heads of departments sampled from all the 48 fast food restaurants in Nairobi CBD. In this study census sampling technique was adopted to arrive at the sample size which is 144 key informants. Data was collected by use of structured and unstructured questionnaires from the key informants. Collected data analyzed by use of both inferential and descriptive statistics using SPSS version 20. Result of multiple regressions revealed that social factors moderates the relationship between integrated marketing communication and the performance of fast food restaurants with F=60.279 at P=.000. Jointly the four constructs namely public relations, social media networks, sales promotion and advertisement with a moderator jointly explained 73.6 % (R2 = 0.736) variation in performance of fast food restaurants. The β value for public relations (.233), social media networks (.232), sales promotion (.340), advertising (.295), were positive. Correlations between public relations, social media networks, sales promotion, and advertising r=.677** r= . 579** , r =.693**andr =.411**respectively. They were also positively and significantly related to performance of fast food restaurants where P lesstahn 0.01. All these together led to the rejection of the null hypothesis. This implies that the management of fast food restaurants should pay high premiums in strategically formulating and implementing IMCs which can effectively galvanize high performance of fast food restaurants.

scholarly journals Increasing Trend of Substance Using among Females of Punjab

2021 ◽  
Vol 11 (3) ◽  
pp. 194-200
Author(s):  
Maria Ali ◽  
Naheed S. Goraya
Keyword(s):  
Social Media ◽  
Substance Use ◽  
Risk Factor ◽  
Social Factors ◽  
Peer Pressure ◽  
Substance Users ◽  
Increasing Trend ◽  
Other Substances ◽  
The Government

The article gives a detailed study of facts and figures of female substance users in Punjab as reported in different surveys. It discusses the major reasons of increasing trend of substance using among females of Punjab out of which the most prominent roots of this menace are discussed in this review as socio-economical pressure and the role of entertainment and social media. Common social factors were found to be peer pressure and relational substance use among females. Financially, most of the women started using substance as a result of transition from housewife to caretakers of family. Some students were addicted to substance using from friends already addicted to substance use while other students started abusing substance due to stress of hectic study routines. In some reported cases, young ones were encouraged to use substance by watching an elder substance user. Transition from chars to other substances of choice was also found in many female substance users. Case studies of some Female Substance Users expressed some awful and serious issues which need immediate attention. There is a large risk factor associated with this increasing trend of substance using in this region which needs to be tackled carefully by the government and certain other non-governmental bodies.

How trust moderates social media engagement and brand equity

2017 ◽  
Vol 11 (3) ◽  
pp. 312-335 ◽  
Author(s):  
Hardeep Chahal ◽  
Anu Rani
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Brand Equity ◽  
Social Factors ◽  
Content Type ◽  
Gen Y ◽  
Brand Engagement ◽  
Moderating Role ◽  
Engagement Scale

Purpose The purpose of this paper is threefold: first, to develop and measure customer engagement scale in context to social media (SM); second, to elucidate the variables that impact customers’ brand engagement on SM and its impact in building customer-based brand equity; and finally, to examine the moderating role of trust in SM brand engagement and brand equity relationship. Design/methodology/approach The data were collected from 767 SM users working in multinational corporations of Gurgaon city, using purposive sampling technique. Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were undertaken to analyze the data. Findings The paper outcomes indicated SM brand engagement as a bi-dimensional construct comprising information interest and personal interest. Both social factors and consumer-based factors significantly influence customers’ SM brand engagement. Specifically, results depicted that tie-strength and social identity (social factors); and opportunity seeking and product selection (consumer-based factors) strongly influence customers’ SM brand engagement in comparison to other factors. Research limitations/implications The research has two major limitations. First, it is limited to Gen Y only. How older and younger consumers interact with brands via SM can stimulate theoretical development as well as furnish potentially valuable strategic opportunities to brand managers in future research. Second, relationship between SM brand engagement and brand equity is examined using trust as a moderating variable. Thus, the effect of other moderating factors like perceived risk and gender can be investigated in the future. Originality/value The paper makes a maiden attempt to examine the moderating role of trust in the relationship between SM brand engagement and brand equity. It adds value to the marketing literature in the development of SM brand engagement scale for Gen Y.

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