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Assessment Of Digital Marketing Activities, Perception, Attitude, And Factors Impacting Purchasing Decision Of Over-The-Counter Drugs In A Malaysian Population

Digitalization has permeated various daily activities of individuals and organizations. This spread encouraged pharma companies to take advantage of digital marketing strategies to promote over-the-counter (OTC) drugs that have fewer marketing restrictions. The value of these drugs is becoming great...

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Main Author: Anis, Mohamad Saleem
Format: Thesis
Language:English
Published: 2022
Subjects:
RS1-441 Pharmacy and materia medica
Online Access:http://eprints.usm.my/60049/1/24%20Pages%20from%20MOHAMAD%20SALEEM%20ANIS.pdf
http://eprints.usm.my/60049/
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spelling my.usm.eprints.60049 http://eprints.usm.my/60049/ Assessment Of Digital Marketing Activities, Perception, Attitude, And Factors Impacting Purchasing Decision Of Over-The-Counter Drugs In A Malaysian Population Anis, Mohamad Saleem RS1-441 Pharmacy and materia medica Digitalization has permeated various daily activities of individuals and organizations. This spread encouraged pharma companies to take advantage of digital marketing strategies to promote over-the-counter (OTC) drugs that have fewer marketing restrictions. The value of these drugs is becoming greater with the rise of self-medication as an economical choice of treatment for common self-limiting illnesses. Therefore, this study was conducted to explore the general perception and attitude of Malaysia's population regarding using digital marketing and e-commerce for OTC drugs. It also aimed to assess the impact of digital marketing and its types on OTC purchasing decisions and to identify the main influential factors that affect these decisions. An exploratory sequential mixed methods design was used (qual → QUAN, a qualitative study followed by a primarily quantitative study). The qualitative data was collected through 13 in-depth interviews, while a total of 408 participants made up the final sample for the quantitative research that used a survey method. Thematic content analysis was used in the first phase. Four key themes were derived from the results of qualitative data analysis. 2022-11 Thesis NonPeerReviewed application/pdf en http://eprints.usm.my/60049/1/24%20Pages%20from%20MOHAMAD%20SALEEM%20ANIS.pdf Anis, Mohamad Saleem (2022) Assessment Of Digital Marketing Activities, Perception, Attitude, And Factors Impacting Purchasing Decision Of Over-The-Counter Drugs In A Malaysian Population. PhD thesis, Perpustakaan Hamzah Sendut.
institution Universiti Sains Malaysia
building Hamzah Sendut Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Sains Malaysia
content_source USM Institutional Repository
url_provider http://eprints.usm.my/
language English
topic RS1-441 Pharmacy and materia medica
spellingShingle RS1-441 Pharmacy and materia medica
Anis, Mohamad Saleem
Assessment Of Digital Marketing Activities, Perception, Attitude, And Factors Impacting Purchasing Decision Of Over-The-Counter Drugs In A Malaysian Population
description Digitalization has permeated various daily activities of individuals and organizations. This spread encouraged pharma companies to take advantage of digital marketing strategies to promote over-the-counter (OTC) drugs that have fewer marketing restrictions. The value of these drugs is becoming greater with the rise of self-medication as an economical choice of treatment for common self-limiting illnesses. Therefore, this study was conducted to explore the general perception and attitude of Malaysia's population regarding using digital marketing and e-commerce for OTC drugs. It also aimed to assess the impact of digital marketing and its types on OTC purchasing decisions and to identify the main influential factors that affect these decisions. An exploratory sequential mixed methods design was used (qual → QUAN, a qualitative study followed by a primarily quantitative study). The qualitative data was collected through 13 in-depth interviews, while a total of 408 participants made up the final sample for the quantitative research that used a survey method. Thematic content analysis was used in the first phase. Four key themes were derived from the results of qualitative data analysis.
format Thesis
author Anis, Mohamad Saleem
author_facet Anis, Mohamad Saleem
author_sort Anis, Mohamad Saleem
title Assessment Of Digital Marketing Activities, Perception, Attitude, And Factors Impacting Purchasing Decision Of Over-The-Counter Drugs In A Malaysian Population
title_short Assessment Of Digital Marketing Activities, Perception, Attitude, And Factors Impacting Purchasing Decision Of Over-The-Counter Drugs In A Malaysian Population
title_full Assessment Of Digital Marketing Activities, Perception, Attitude, And Factors Impacting Purchasing Decision Of Over-The-Counter Drugs In A Malaysian Population
title_fullStr Assessment Of Digital Marketing Activities, Perception, Attitude, And Factors Impacting Purchasing Decision Of Over-The-Counter Drugs In A Malaysian Population
title_full_unstemmed Assessment Of Digital Marketing Activities, Perception, Attitude, And Factors Impacting Purchasing Decision Of Over-The-Counter Drugs In A Malaysian Population
title_sort assessment of digital marketing activities, perception, attitude, and factors impacting purchasing decision of over-the-counter drugs in a malaysian population
publishDate 2022
url http://eprints.usm.my/60049/1/24%20Pages%20from%20MOHAMAD%20SALEEM%20ANIS.pdf
http://eprints.usm.my/60049/
_version_ 1793153485503463424
score 13.211869

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