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...

Full description

Saved in:

Bibliographic Details
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
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-usm-ep.60049
record_format	uketd_dc
spelling	my-usm-ep.600492024-03-05T01:58:29Z Assessment Of Digital Marketing Activities, Perception, Attitude, And Factors Impacting Purchasing Decision Of Over-The-Counter Drugs In A Malaysian Population 2022-11 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 http://eprints.usm.my/60049/ http://eprints.usm.my/60049/1/24%20Pages%20from%20MOHAMAD%20SALEEM%20ANIS.pdf application/pdf en public phd doctoral Perpustakaan Hamzah Sendut Pusat Pengajian Sains Farmasi
institution	Universiti Sains Malaysia
collection	USM Institutional Repository
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
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
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
granting_institution	Perpustakaan Hamzah Sendut
granting_department	Pusat Pengajian Sains Farmasi
publishDate	2022
url	http://eprints.usm.my/60049/1/24%20Pages%20from%20MOHAMAD%20SALEEM%20ANIS.pdf
_version_	1794024082905235456

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

Similar Items