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Title: Manifold-Marketing : a new marketing archetype for the information age, applied to the adoption of oral contraceptives and other drugs by end-users
Author: Rodrigues, Dário Elias Félix de Oliveira, 1963-
Lopes, José Álvaro da Cruz de Assis, 1947-
Tavares, Jorge Manuel Santos Freire
Keywords: Contraceptivos orais - Marketing - Portugal
Marketing na internet - Portugal
Redes sociais na internet - Aspectos psicológicos
Automedicação - Portugal
Issue Date: 2013
Abstract: Taking into account the new communication paradigm of Social Media this paper proposes an original marketing archetype for the information age named by the authors as “Manifold-Marketing”. The conducted study explores the contribution of participating in social networks on the Internet for the adoption process of oral contraceptives (OCs) and other drugs by their end users. Empirical data for this research was collected from a sample of 1162 respondents of a target population formed by Portuguese women, current or potential users of OCs who had reached a level of college education. The results obtained after applying a package of statistical techniques involving descriptive statistics, nonparametric tests and multivariate analysis show that the use of the Internet as well as the participation in the social network Facebook can contribute to the adoption process of OCs. Market segments which are relevant to pharmaceutical marketing were identified based on criteria that associate the information and communication technologies (ICT) with the adoption process of OCs carried out by the consumers themselves. This study also demonstrates that the adoption model and segmentation proposed can be generalized to other markets in the health sector. Considering the obtained results and the proposed "Manifold Marketing", innovative pharmaceutical marketing guidelines are presented.
Description: Lusíada. Economia & empresa. - ISSN 1645-6750. - S. 2, n. 17 (2013). - p. 59-80.
ISSN: 1645-6750
Document Type: Article
Appears in Collections:[ULL-FCEE] LEE, n. 17 (2013)

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