Pub Date : 2023-10-24DOI: 10.1108/ijphm-03-2022-0030
Trishala Chauhan, Shilpa Sindhu, Rahul S. Mor
Purpose In this global digital era, health-care companies are increasing their presence on the internet through branded content that serves as a connecting link between customers and brands. However, there is a limited understanding of branded content’s impact on customers. Thus, this paper aims to empirically analyse customer engagement for branded content in the health-care sector. Design/methodology/approach The factors impacting customer engagement for branded content were identified and analysed using the Decision-Making Trial and Evaluation Laboratory approach to get their significance and the cause and effect relationship. Findings It emerged that co-creation is the most significant factor, having a substantial relationship with all other factors. It is substantiated that health-care companies can increase the intensity of customer engagement by delivering more authentic and relevant content and having an appealing look in a time-bound manner. This will increase the usefulness and entertaining value of the content. Originality/value The research findings contribute to the customer engagement dimension in the health-care sector and help the companies construct effective branded content leading towards higher customer engagement.
{"title":"Modelling the factors impacting customer engagement for branded content in healthcare","authors":"Trishala Chauhan, Shilpa Sindhu, Rahul S. Mor","doi":"10.1108/ijphm-03-2022-0030","DOIUrl":"https://doi.org/10.1108/ijphm-03-2022-0030","url":null,"abstract":"Purpose\u0000In this global digital era, health-care companies are increasing their presence on the internet through branded content that serves as a connecting link between customers and brands. However, there is a limited understanding of branded content’s impact on customers. Thus, this paper aims to empirically analyse customer engagement for branded content in the health-care sector.\u0000\u0000\u0000Design/methodology/approach\u0000The factors impacting customer engagement for branded content were identified and analysed using the Decision-Making Trial and Evaluation Laboratory approach to get their significance and the cause and effect relationship.\u0000\u0000\u0000Findings\u0000It emerged that co-creation is the most significant factor, having a substantial relationship with all other factors. It is substantiated that health-care companies can increase the intensity of customer engagement by delivering more authentic and relevant content and having an appealing look in a time-bound manner. This will increase the usefulness and entertaining value of the content.\u0000\u0000\u0000Originality/value\u0000The research findings contribute to the customer engagement dimension in the health-care sector and help the companies construct effective branded content leading towards higher customer engagement.","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":"132 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135220087","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-18DOI: 10.1108/ijphm-12-2022-0108
Md Kamal Hossain, Vikas Thakur
Purpose The promulgation of group purchasing organizations (GPOs) into the healthcare (HC) sector is an invaluable procurement strategy to manage the suppliers effectively. This study aims to identify and prioritize the factors of integrating GPOs into the HC sector on the perspectives of the developing countries such as India. Design/methodology/approach The factors are identified from current literature exploration, experts’ support and experience surveys. The factors are scrutinized and shortlisted using the Delphi technique and analysed further using the best-worst model method. Findings The findings of the study highlight the cost reduction, fair distribution of savings and healthcare supply chain (HCSC) data standardization among others to be the most prioritized drivers. The consulting services provided by GPOs including training and development as a result of high competitiveness in the HC market has been prioritized the least. Practical implications The study bears some important implications for decision and policymakers. The managers should consider factors, namely, cost reduction, fair distribution of savings and HCSC data standardization on a priority basis that acts as motivation for the HC providers to join the GPOs. Originality/value The study provides valuable insights for HC providers to participate in the GPOs for cost savings and enhance the performances.
{"title":"The promulgation of group purchasing organizations into the healthcare sector in India","authors":"Md Kamal Hossain, Vikas Thakur","doi":"10.1108/ijphm-12-2022-0108","DOIUrl":"https://doi.org/10.1108/ijphm-12-2022-0108","url":null,"abstract":"Purpose The promulgation of group purchasing organizations (GPOs) into the healthcare (HC) sector is an invaluable procurement strategy to manage the suppliers effectively. This study aims to identify and prioritize the factors of integrating GPOs into the HC sector on the perspectives of the developing countries such as India. Design/methodology/approach The factors are identified from current literature exploration, experts’ support and experience surveys. The factors are scrutinized and shortlisted using the Delphi technique and analysed further using the best-worst model method. Findings The findings of the study highlight the cost reduction, fair distribution of savings and healthcare supply chain (HCSC) data standardization among others to be the most prioritized drivers. The consulting services provided by GPOs including training and development as a result of high competitiveness in the HC market has been prioritized the least. Practical implications The study bears some important implications for decision and policymakers. The managers should consider factors, namely, cost reduction, fair distribution of savings and HCSC data standardization on a priority basis that acts as motivation for the HC providers to join the GPOs. Originality/value The study provides valuable insights for HC providers to participate in the GPOs for cost savings and enhance the performances.","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":"19 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135883172","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-17DOI: 10.1108/ijphm-02-2023-0016
Divaries Cosmas Jaravaza, Joshua Risiro, Paul Mukucha, Nomuhle Jaravaza
Purpose The main purpose of the study was to synthesise the role of COVID-19 social media messages and indigenous religious beliefs on public health promotion initiatives among rural consumers in Zimbabwe. Design/methodology/approach A qualitative approach was adopted. Population consisting of 15 interviews and six focus groups was purposively sampled from Manicaland, Mashonaland Central and Masvingo provinces in Zimbabwe. A thematic approach was used to present and analyse the data. Findings Rural consumers believed WhatsApp messages posted by people whom they know or influential personnel like health workers. Credibility of WhatsApp messages was enhanced through its ability to send videos and audios. Teachings and indoctrination by indigenous churches and misinformation were found to be an impediment in believing COVID-19 WhatsApp messages and vaccination by rural consumers. Faith healers in indigenous churches used various practices and artefacts like holy water, stone pebbles, clay pots, flags and wooden rods to pray and treat patients suffering from COVID-19 and other ailments. Practical implications Social media messages, religious teachings and indoctrination may be a hindrance to rural consumers in adopting government public health promotion initiatives; hence, public health professionals need prior emic understanding and co-option of local leadership in vaccination campaigns. Originality/value This study outstretches the theoretical landscape in consumer behaviour and also practical contribution to health practitioners and marketers on breaking indigenous religious barriers and social media misconceptions on vaccination uptake through promotional strategies earmarked for rural consumers.
{"title":"Public health promotion of COVID-19 vaccination to rural consumers: synthesising the role of social media and religious belief systems","authors":"Divaries Cosmas Jaravaza, Joshua Risiro, Paul Mukucha, Nomuhle Jaravaza","doi":"10.1108/ijphm-02-2023-0016","DOIUrl":"https://doi.org/10.1108/ijphm-02-2023-0016","url":null,"abstract":"Purpose The main purpose of the study was to synthesise the role of COVID-19 social media messages and indigenous religious beliefs on public health promotion initiatives among rural consumers in Zimbabwe. Design/methodology/approach A qualitative approach was adopted. Population consisting of 15 interviews and six focus groups was purposively sampled from Manicaland, Mashonaland Central and Masvingo provinces in Zimbabwe. A thematic approach was used to present and analyse the data. Findings Rural consumers believed WhatsApp messages posted by people whom they know or influential personnel like health workers. Credibility of WhatsApp messages was enhanced through its ability to send videos and audios. Teachings and indoctrination by indigenous churches and misinformation were found to be an impediment in believing COVID-19 WhatsApp messages and vaccination by rural consumers. Faith healers in indigenous churches used various practices and artefacts like holy water, stone pebbles, clay pots, flags and wooden rods to pray and treat patients suffering from COVID-19 and other ailments. Practical implications Social media messages, religious teachings and indoctrination may be a hindrance to rural consumers in adopting government public health promotion initiatives; hence, public health professionals need prior emic understanding and co-option of local leadership in vaccination campaigns. Originality/value This study outstretches the theoretical landscape in consumer behaviour and also practical contribution to health practitioners and marketers on breaking indigenous religious barriers and social media misconceptions on vaccination uptake through promotional strategies earmarked for rural consumers.","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":"10 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135944826","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-26DOI: 10.1108/ijphm-12-2021-0117
Paula Rodrigues, Ana Pinto Borges, Ana Brochado, Ana Sousa
Purpose This study aims to examine individual behaviours regarding coronavirus disease-2019 vaccine brands. Design/methodology/approach Firstly, qualitative research identified the reasons for vaccine hesitancy in relation to specific brands using data gathered from 36 semi-structured interviews and processed with Leximancer software. Secondly, a new conceptual model was developed with data from 917 questionnaires and analysed using partial least squares-structural equation modelling. The model integrates health treatment effectiveness, vaccines’ immediate health benefits and individuals’ hope as antecedents of perceived vaccine brand reliability and company reputation and their relationships with choice uncertainty. Findings The results reveal that vaccine hesitancy can be linked with individual, group and contextual and vaccine brand influences and that brand reliability and company reputation antecedents have variable but statistically significant effects on choice uncertainty. Practical implications This research’s contribution lies in its analyses of vaccine acceptance and uncertainty from a vaccine brand perspective. The results can guide brand management policies implemented by public and private organisations. Originality/value This study contributes to academic literature by filling in two gaps. The first was that no prior studies have directly addressed vaccine brands’ impact, whereas the second gap was the need for brand management policies that public (e.g. governments and public health agencies) and private organisations (e.g. pharmaceutical laboratories) can apply.
{"title":"COVID-19 vaccine hesitation and brand choice uncertainty","authors":"Paula Rodrigues, Ana Pinto Borges, Ana Brochado, Ana Sousa","doi":"10.1108/ijphm-12-2021-0117","DOIUrl":"https://doi.org/10.1108/ijphm-12-2021-0117","url":null,"abstract":"Purpose This study aims to examine individual behaviours regarding coronavirus disease-2019 vaccine brands. Design/methodology/approach Firstly, qualitative research identified the reasons for vaccine hesitancy in relation to specific brands using data gathered from 36 semi-structured interviews and processed with Leximancer software. Secondly, a new conceptual model was developed with data from 917 questionnaires and analysed using partial least squares-structural equation modelling. The model integrates health treatment effectiveness, vaccines’ immediate health benefits and individuals’ hope as antecedents of perceived vaccine brand reliability and company reputation and their relationships with choice uncertainty. Findings The results reveal that vaccine hesitancy can be linked with individual, group and contextual and vaccine brand influences and that brand reliability and company reputation antecedents have variable but statistically significant effects on choice uncertainty. Practical implications This research’s contribution lies in its analyses of vaccine acceptance and uncertainty from a vaccine brand perspective. The results can guide brand management policies implemented by public and private organisations. Originality/value This study contributes to academic literature by filling in two gaps. The first was that no prior studies have directly addressed vaccine brands’ impact, whereas the second gap was the need for brand management policies that public (e.g. governments and public health agencies) and private organisations (e.g. pharmaceutical laboratories) can apply.","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":"57 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134885916","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-15DOI: 10.1108/ijphm-06-2021-0069
Xin Yun Khor, Ai Ping Teoh, Ali Vafaei-Zadeh, Haniruzila Md Hanifah
Purpose With the function to store individual’s data input, personal health record (PHR) enhanced the accessibility to personal health information. This study aims to assess the factors that impact the intention of Malaysian internet users to use PHR and create a modified technology acceptance model (TAM) for eHealth. Design/methodology/approach Multivariate statistical analysis was performed on a total of 216 responses using the partial least square technique based on the cross-sectional survey among Malaysian internet users. Findings Behavioral intention was positively associated to PHR. Subjective norm significantly influenced both attitude and intention to use, whereas trust and perceived usefulness significantly influenced attitude. There was no significant positive impact in the relationships between compatibility and perceived ease of use and intention to use; nevertheless, they positively influenced perceived usefulness. Attitude exhibited mediating influence between trust, perceived usefulness and subjective norm and intention to use. Nonetheless, perceived risk did not affect behavioral intention. Thus, PHR acceptance was well-justified by the modified TAM in evaluating eHealth acceptance. Practical implications The eHealth vendors can enhance their marketing and development strategies on related products. Originality/value Literatures and empirical evidence on eHealth are still scarce, especially in emerging markets. The role of attitude may not be well-researched in health-care context, therefore was included in this study’s modified TAM. Critical determinants, namely, trust and risk, were added to the model.
目的个人健康记录(personal health record, PHR)具有存储个人数据输入的功能，增强了对个人健康信息的可访问性。本研究旨在评估影响马来西亚互联网用户使用PHR的意图的因素，并为电子健康创建一个改进的技术接受模型(TAM)。设计/方法/方法基于马来西亚互联网用户的横断面调查，使用偏最小二乘技术对总共216份回复进行了多元统计分析。结果行为意向与PHR呈正相关。主观规范显著影响态度和使用意图，而信任和感知有用性显著影响态度。兼容性与感知易用性和使用意图之间的关系没有显著的正向影响;然而，他们积极影响感知有用性。态度在信任、感知有用性、主观规范和使用意图之间表现出中介作用。然而，感知风险并不影响行为意图。因此，在评估电子健康接受度时，修改后的TAM很好地证明了PHR接受度是合理的。实际意义电子医疗供应商可以加强其相关产品的营销和开发策略。关于电子医疗的文献和经验证据仍然很少，特别是在新兴市场。态度在卫生保健环境中的作用可能没有得到很好的研究，因此被纳入本研究的修正TAM。关键的决定因素，即信任和风险，被添加到模型中。
{"title":"Predicting electronic personal health record (e-PHR) acceptance: evidence from emerging market","authors":"Xin Yun Khor, Ai Ping Teoh, Ali Vafaei-Zadeh, Haniruzila Md Hanifah","doi":"10.1108/ijphm-06-2021-0069","DOIUrl":"https://doi.org/10.1108/ijphm-06-2021-0069","url":null,"abstract":"Purpose With the function to store individual’s data input, personal health record (PHR) enhanced the accessibility to personal health information. This study aims to assess the factors that impact the intention of Malaysian internet users to use PHR and create a modified technology acceptance model (TAM) for eHealth. Design/methodology/approach Multivariate statistical analysis was performed on a total of 216 responses using the partial least square technique based on the cross-sectional survey among Malaysian internet users. Findings Behavioral intention was positively associated to PHR. Subjective norm significantly influenced both attitude and intention to use, whereas trust and perceived usefulness significantly influenced attitude. There was no significant positive impact in the relationships between compatibility and perceived ease of use and intention to use; nevertheless, they positively influenced perceived usefulness. Attitude exhibited mediating influence between trust, perceived usefulness and subjective norm and intention to use. Nonetheless, perceived risk did not affect behavioral intention. Thus, PHR acceptance was well-justified by the modified TAM in evaluating eHealth acceptance. Practical implications The eHealth vendors can enhance their marketing and development strategies on related products. Originality/value Literatures and empirical evidence on eHealth are still scarce, especially in emerging markets. The role of attitude may not be well-researched in health-care context, therefore was included in this study’s modified TAM. Critical determinants, namely, trust and risk, were added to the model.","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":"184 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135352955","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-13DOI: 10.1108/ijphm-11-2022-0097
Mohit Jamwal, Honey Kanojia, Neeraj Dhiman
Purpose Wearable medical devices (WMDs) are improving people’s health and well-being in a noble way, as these aid in effective personal health monitoring, remote surveillance and overall illness management. Despite its wider applicability and usage, it is prevalent that users discontinue its usage, which presents an obstacle in the proliferation of such vital innovations among the masses. Therefore, relying on the expectation-confirmation model (ECM), this study aims to delve deeper to explain the factors that motivate users to continually use WMDs by incorporating novel variables, namely, health belief, health information accuracy and privacy protection. Design/methodology/approach The study proposes and tests an extended ECM perspective to predict the continuance intention (CI) of WMDs among users. By using structural equation modelling using SmartPLS, the authors tested the model on Indian people ( n = 451) who had an erstwhile experience of using WMDs. Findings The study results show that confirmation of users’ expectations positively impacts their usefulness and satisfaction towards WMDs. Moreover, satisfaction towards WMDs is the strongest predictor of users’ CI, followed by perceived usefulness. Interestingly, personal factor such as health beliefs reveals a greater influence on perceived usefulness than technological factors like health information accuracy and privacy protection. Research limitations/implications The study findings demonstrate the significance of using the expectation-confirmation perspective in technology-based studies in general and WMDs, in particular. This study aids by offering an integrated model of WMD’s continued usage intention for the users, in addition to practical implications for marketers and policymakers. Originality/value A paucity of research exists when understanding the predictors of CI for WMDs. This study fills this gap and adds to behavioural literature by offering a noble viewpoint involving an extended ECM perspective.
{"title":"What motivates users to continually use wearable medical devices? Evidence from a developing nation","authors":"Mohit Jamwal, Honey Kanojia, Neeraj Dhiman","doi":"10.1108/ijphm-11-2022-0097","DOIUrl":"https://doi.org/10.1108/ijphm-11-2022-0097","url":null,"abstract":"Purpose Wearable medical devices (WMDs) are improving people’s health and well-being in a noble way, as these aid in effective personal health monitoring, remote surveillance and overall illness management. Despite its wider applicability and usage, it is prevalent that users discontinue its usage, which presents an obstacle in the proliferation of such vital innovations among the masses. Therefore, relying on the expectation-confirmation model (ECM), this study aims to delve deeper to explain the factors that motivate users to continually use WMDs by incorporating novel variables, namely, health belief, health information accuracy and privacy protection. Design/methodology/approach The study proposes and tests an extended ECM perspective to predict the continuance intention (CI) of WMDs among users. By using structural equation modelling using SmartPLS, the authors tested the model on Indian people ( n = 451) who had an erstwhile experience of using WMDs. Findings The study results show that confirmation of users’ expectations positively impacts their usefulness and satisfaction towards WMDs. Moreover, satisfaction towards WMDs is the strongest predictor of users’ CI, followed by perceived usefulness. Interestingly, personal factor such as health beliefs reveals a greater influence on perceived usefulness than technological factors like health information accuracy and privacy protection. Research limitations/implications The study findings demonstrate the significance of using the expectation-confirmation perspective in technology-based studies in general and WMDs, in particular. This study aids by offering an integrated model of WMD’s continued usage intention for the users, in addition to practical implications for marketers and policymakers. Originality/value A paucity of research exists when understanding the predictors of CI for WMDs. This study fills this gap and adds to behavioural literature by offering a noble viewpoint involving an extended ECM perspective.","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":"46 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134990276","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-08DOI: 10.1108/ijphm-07-2022-0066
M. A. Murshid, Z. Mohaidin, Mohammad Zayed, Mohammed Alawi Al-sakkaf, M. A. Al‐Hakimi
Purpose Although there is evidence that the efforts of pharmaceutical marketing exert a positive and significant influence on physician prescription decisions, the specific mechanisms by which this impact occurs remain uncertain. To address this issue, this study aims to investigate whether the physician’s habit persistence may explain the relationship between marketing efforts such as brand attributes and drug promotion and prescribing behavior. This study also explores whether there was any significant difference between specialists and general practitioners (GPs) regarding the effect of brand attributes and drug promotion on physician’s habit persistence, which influences prescribing behavior. Design/methodology/approach A survey instrument was administered to physicians, encompassing specialists in a particular field and GPs who provide primary care services. A nonparametric partial least squares multigroup analysis was used to analyze 393 valid responses using partial least squares-structural equation modeling. Findings The results indicate that the decision to prescribe the drug may be affected by the physician’s habit persistence in the presence of vital brand attributes and drug promotion. The relationship between physician’s habit persistence and prescribing behavior is significant in GPs and specialist groups. The findings also reveal that brand attributes are the most influential and significant determinant of physician’s habit persistence in the GPs group. In addition, physician specialists are more aware of the influence of drug promotion initiatives than GPs. Furthermore, this study discovered that the relationship between drug promotion and physician’s habit persistence indicates a significant difference between specialists and GPs. Originality/value Although several marketing scholars discuss the factors influencing prescribing behavior, a few studies have shown the role of brand attributes and drug promotion and their effect on physician’s habit persistence. This study will specifically contribute by examining the mediating role of physician’s habit persistence between marketing efforts and prescribing behavior. In addition, so far, no studies have effectively made a comparative analysis across physicians regarding the effect of marketing efforts on physician’s habit persistence and prescribing behavior.
{"title":"Assessing the mediating role and multiple group analysis in physicians’ habit persistence toward prescribing behavior using SmartPLS software","authors":"M. A. Murshid, Z. Mohaidin, Mohammad Zayed, Mohammed Alawi Al-sakkaf, M. A. Al‐Hakimi","doi":"10.1108/ijphm-07-2022-0066","DOIUrl":"https://doi.org/10.1108/ijphm-07-2022-0066","url":null,"abstract":"\u0000Purpose\u0000Although there is evidence that the efforts of pharmaceutical marketing exert a positive and significant influence on physician prescription decisions, the specific mechanisms by which this impact occurs remain uncertain. To address this issue, this study aims to investigate whether the physician’s habit persistence may explain the relationship between marketing efforts such as brand attributes and drug promotion and prescribing behavior. This study also explores whether there was any significant difference between specialists and general practitioners (GPs) regarding the effect of brand attributes and drug promotion on physician’s habit persistence, which influences prescribing behavior.\u0000\u0000\u0000Design/methodology/approach\u0000A survey instrument was administered to physicians, encompassing specialists in a particular field and GPs who provide primary care services. A nonparametric partial least squares multigroup analysis was used to analyze 393 valid responses using partial least squares-structural equation modeling.\u0000\u0000\u0000Findings\u0000The results indicate that the decision to prescribe the drug may be affected by the physician’s habit persistence in the presence of vital brand attributes and drug promotion. The relationship between physician’s habit persistence and prescribing behavior is significant in GPs and specialist groups. The findings also reveal that brand attributes are the most influential and significant determinant of physician’s habit persistence in the GPs group. In addition, physician specialists are more aware of the influence of drug promotion initiatives than GPs. Furthermore, this study discovered that the relationship between drug promotion and physician’s habit persistence indicates a significant difference between specialists and GPs.\u0000\u0000\u0000Originality/value\u0000Although several marketing scholars discuss the factors influencing prescribing behavior, a few studies have shown the role of brand attributes and drug promotion and their effect on physician’s habit persistence. This study will specifically contribute by examining the mediating role of physician’s habit persistence between marketing efforts and prescribing behavior. In addition, so far, no studies have effectively made a comparative analysis across physicians regarding the effect of marketing efforts on physician’s habit persistence and prescribing behavior.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2023-09-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44394901","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-07DOI: 10.1108/ijphm-04-2022-0037
Nilesh Kumar, Zubair Nawaz, Pavitra Samerguy
Purpose This study aims to investigate the impact of social media fitness influencers (SMFIs) on buyers’ purchase decisions by analyzing the factors that determine their influence. Furthermore, it aims to determine the relative influence of different genders of SMFIs on buyers’ decisions regarding supplement purchases. Design/methodology/approach The research consisted of two phases: a contextual study examining the characteristics of social media influencers and their impact on supplement purchase decisions and a comparative study comparing the influence of different genders of social media influencers. A survey was conducted online involving 426 Thai social media users who follow influencers to obtain the results for both phases. Findings The results revealed that information credibility and expertise were significant characteristics of SMFIs that had a significant impact on buyers’ purchase decisions. However, other characteristics such as the number of followers, content and attractiveness of SMFIs did not show any correlation with the buyers’ purchase decisions. Additionally, the study identified a positive influence of gender matching between SMFIs and respondents on purchase decisions. Originality/value This study emphasizes how the characteristics of social media influencers in Thailand influence buyers’ decisions to purchase dietary supplements.
{"title":"The power of social media fitness influencers on supplements: how they affect buyer’s purchase decision?","authors":"Nilesh Kumar, Zubair Nawaz, Pavitra Samerguy","doi":"10.1108/ijphm-04-2022-0037","DOIUrl":"https://doi.org/10.1108/ijphm-04-2022-0037","url":null,"abstract":"\u0000Purpose\u0000This study aims to investigate the impact of social media fitness influencers (SMFIs) on buyers’ purchase decisions by analyzing the factors that determine their influence. Furthermore, it aims to determine the relative influence of different genders of SMFIs on buyers’ decisions regarding supplement purchases.\u0000\u0000\u0000Design/methodology/approach\u0000The research consisted of two phases: a contextual study examining the characteristics of social media influencers and their impact on supplement purchase decisions and a comparative study comparing the influence of different genders of social media influencers. A survey was conducted online involving 426 Thai social media users who follow influencers to obtain the results for both phases.\u0000\u0000\u0000Findings\u0000The results revealed that information credibility and expertise were significant characteristics of SMFIs that had a significant impact on buyers’ purchase decisions. However, other characteristics such as the number of followers, content and attractiveness of SMFIs did not show any correlation with the buyers’ purchase decisions. Additionally, the study identified a positive influence of gender matching between SMFIs and respondents on purchase decisions.\u0000\u0000\u0000Originality/value\u0000This study emphasizes how the characteristics of social media influencers in Thailand influence buyers’ decisions to purchase dietary supplements.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2023-09-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49337193","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-05DOI: 10.1108/ijphm-06-2021-0062
Sevgi Salman Unver, Selime Sezgin, Nimet Uray
Purpose Within the framework of the theory of planned behavior (TPB), this study aims to investigate which factors affect consumers’ purchase intention with regard to over-the-counters (OTCs), focusing on personal factors, including health consciousness and risk aversion, as well as rational factors, consisting of the level of knowledge, price consciousness and involvement in the purchase intentions. Design/methodology/approach Due to the necessity of finding the most crucial industry-specific indicators, it was decided to carry out two-stage research based on qualitative preliminary research and the main study. The findings obtained from the qualitative studies were integrated with insights gleaned from the literature to finalize the study’s conceptual model. The main study was based on a descriptive research design, and data were collected through an online survey. Structural equation modeling was the main technique used to test the model. Findings Health consciousness, level of knowledge and involvement in consumer purchase intentions affect either attitude or perceived behavioral control. Moreover, attitudes toward OTCs and perceived behavioral control were significant predictors of purchase intentions for OTC drugs. At the same time, subjective norms did not have a significant effect. Practical implications Knowing what influences consumer purchase intentions contributes to developing more effective marketing strategies and actions. Originality/value This study took an integrative approach to understanding the effect of personal and rational factors within the TPB framework for a changing tendency in consumer behavior of specific product categories.
{"title":"Factors affecting the purchase intention of over the counter products in the self care actions of consumers","authors":"Sevgi Salman Unver, Selime Sezgin, Nimet Uray","doi":"10.1108/ijphm-06-2021-0062","DOIUrl":"https://doi.org/10.1108/ijphm-06-2021-0062","url":null,"abstract":"\u0000Purpose\u0000Within the framework of the theory of planned behavior (TPB), this study aims to investigate which factors affect consumers’ purchase intention with regard to over-the-counters (OTCs), focusing on personal factors, including health consciousness and risk aversion, as well as rational factors, consisting of the level of knowledge, price consciousness and involvement in the purchase intentions.\u0000\u0000\u0000Design/methodology/approach\u0000Due to the necessity of finding the most crucial industry-specific indicators, it was decided to carry out two-stage research based on qualitative preliminary research and the main study. The findings obtained from the qualitative studies were integrated with insights gleaned from the literature to finalize the study’s conceptual model. The main study was based on a descriptive research design, and data were collected through an online survey. Structural equation modeling was the main technique used to test the model.\u0000\u0000\u0000Findings\u0000Health consciousness, level of knowledge and involvement in consumer purchase intentions affect either attitude or perceived behavioral control. Moreover, attitudes toward OTCs and perceived behavioral control were significant predictors of purchase intentions for OTC drugs. At the same time, subjective norms did not have a significant effect.\u0000\u0000\u0000Practical implications\u0000Knowing what influences consumer purchase intentions contributes to developing more effective marketing strategies and actions.\u0000\u0000\u0000Originality/value\u0000This study took an integrative approach to understanding the effect of personal and rational factors within the TPB framework for a changing tendency in consumer behavior of specific product categories.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2023-09-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44004238","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-05DOI: 10.1108/ijphm-11-2021-0106
L. Katsanis, Alan Williams, K. Srirangan
Purpose The purpose of this study is twofold: first, to determine if pharmaceutical companies can be grouped based on their espoused values, and second, to examine the relationship between these values and company reputation. Design/methodology/approach A descriptive study design is used with two separate analyses: cluster analysis for grouping the companies; and descriptive data analysis for determining cluster differences. Findings The findings suggest that there are three value clusters: competent, community and interpersonal, with the community group showing the highest relative reputation, and the interpersonal cluster as the lowest. Brand portfolio composition appears to positively contribute to reputation. The effect of portfolio specialization is based on a company’s closeness to its therapeutic community, which may be influenced by the outward characteristics of its values. Research limitations/implications Future research should examine the longitudinal effects of values on reputation combined with case studies. Practical implications Regardless of cluster classification, all firms should develop strong ties with their therapeutic communities using both personal and digital/omnichannel strategies. Social implications A company’s values are becoming an important consideration for all customers and stakeholders. Originality/value To the best of the authors’ knowledge, this study is the first to systematically examine the activities of leading pharmaceutical firms to link a specific value cluster to company reputation.
{"title":"Is your company competent, interpersonal or community focused? The effect of values and brand portfolio on company reputation","authors":"L. Katsanis, Alan Williams, K. Srirangan","doi":"10.1108/ijphm-11-2021-0106","DOIUrl":"https://doi.org/10.1108/ijphm-11-2021-0106","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is twofold: first, to determine if pharmaceutical companies can be grouped based on their espoused values, and second, to examine the relationship between these values and company reputation.\u0000\u0000\u0000Design/methodology/approach\u0000A descriptive study design is used with two separate analyses: cluster analysis for grouping the companies; and descriptive data analysis for determining cluster differences.\u0000\u0000\u0000Findings\u0000The findings suggest that there are three value clusters: competent, community and interpersonal, with the community group showing the highest relative reputation, and the interpersonal cluster as the lowest. Brand portfolio composition appears to positively contribute to reputation. The effect of portfolio specialization is based on a company’s closeness to its therapeutic community, which may be influenced by the outward characteristics of its values.\u0000\u0000\u0000Research limitations/implications\u0000Future research should examine the longitudinal effects of values on reputation combined with case studies.\u0000\u0000\u0000Practical implications\u0000Regardless of cluster classification, all firms should develop strong ties with their therapeutic communities using both personal and digital/omnichannel strategies.\u0000\u0000\u0000Social implications\u0000A company’s values are becoming an important consideration for all customers and stakeholders.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this study is the first to systematically examine the activities of leading pharmaceutical firms to link a specific value cluster to company reputation.\u0000","PeriodicalId":51798,"journal":{"name":"International Journal of Pharmaceutical and Healthcare Marketing","volume":" ","pages":""},"PeriodicalIF":1.2,"publicationDate":"2023-09-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45868246","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：