International Journal of Pharmaceutical and Healthcare MarketingTable of Contents for International Journal of Pharmaceutical and Healthcare Marketing. List of articles from the current issue, including Just Accepted (EarlyCite)https://www.emerald.com/insight/publication/issn/1750-6123/vol/18/iss/1?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestInternational Journal of Pharmaceutical and Healthcare MarketingEmerald Publishing LimitedInternational Journal of Pharmaceutical and Healthcare MarketingInternational Journal of Pharmaceutical and Healthcare Marketinghttps://www.emerald.com/insight/proxy/containerImg?link=/resource/publication/journal/bac1c52ff1339dc6546fb482b636055d/urn:emeraldgroup.com:asset:id:binary:ijphm.cover.jpghttps://www.emerald.com/insight/publication/issn/1750-6123/vol/18/iss/1?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestReadiness of lean sustainability in healthcare organizationshttps://www.emerald.com/insight/content/doi/10.1108/IJPHM-07-2022-0064/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis paper aims to “identify,” “analyse” and “categorise” the readiness factors of lean sustainability in health-care organisation using total interpretive structural modelling (TISM). To obtain the data, a closed-ended questionnaire was used in addition to a scheduled interview. To identify how the factors interact, the TISM approach was used, and the matriced’ impacts croise’s multiplication applique’e a UN classement (MICMAC) analysis was used to rank and categorise the lean sustainability readiness factors. This study identified ten lean sustainability readiness factors for health-care organisation. The identified factors are resources utilization practice (F1), management commitment and leadership (F2), operational flexibility (F3), workforce engagement and time commitment (F4), sustainability motivational factors (F5), awareness of lean and sustainable practice (F6), hospital design (F7), energy efficiency practices in hospitals (F8), responsible autonomy (F9) and new system adoptability training (F10). The key/driving factors are identified in this study are operational flexibility, sustainability motivational factors, management commitment and leadership, new system adoptability training. The study focussed primarily on lean sustainability factors for the health-care sector. This research will aid key stakeholders and academics in the better understanding the readiness factors that influence lean sustainability in health-care organisation. This study emphasises the factors that must be considered when applying lean sustainable practices in health care as a real-world application in a health-care organisation. These readiness factors for lean sustainability can be used by an organization to comprehend more about the concept and the components that contribute to health-care lean sustainability. This study proposes the TISM technique for health care, which is a novel attempt in the subject of lean sustainability in this sector.Readiness of lean sustainability in healthcare organizations
Albi Thomas, M. Suresh
International Journal of Pharmaceutical and Healthcare Marketing, Vol. 18, No. 1, pp.1-26

This paper aims to “identify,” “analyse” and “categorise” the readiness factors of lean sustainability in health-care organisation using total interpretive structural modelling (TISM).

To obtain the data, a closed-ended questionnaire was used in addition to a scheduled interview. To identify how the factors interact, the TISM approach was used, and the matriced’ impacts croise’s multiplication applique’e a UN classement (MICMAC) analysis was used to rank and categorise the lean sustainability readiness factors.

This study identified ten lean sustainability readiness factors for health-care organisation. The identified factors are resources utilization practice (F1), management commitment and leadership (F2), operational flexibility (F3), workforce engagement and time commitment (F4), sustainability motivational factors (F5), awareness of lean and sustainable practice (F6), hospital design (F7), energy efficiency practices in hospitals (F8), responsible autonomy (F9) and new system adoptability training (F10). The key/driving factors are identified in this study are operational flexibility, sustainability motivational factors, management commitment and leadership, new system adoptability training.

The study focussed primarily on lean sustainability factors for the health-care sector.

This research will aid key stakeholders and academics in the better understanding the readiness factors that influence lean sustainability in health-care organisation. This study emphasises the factors that must be considered when applying lean sustainable practices in health care as a real-world application in a health-care organisation. These readiness factors for lean sustainability can be used by an organization to comprehend more about the concept and the components that contribute to health-care lean sustainability.

This study proposes the TISM technique for health care, which is a novel attempt in the subject of lean sustainability in this sector.

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Readiness of lean sustainability in healthcare organizations10.1108/IJPHM-07-2022-0064International Journal of Pharmaceutical and Healthcare Marketing2023-08-31© 2023 Emerald Publishing LimitedAlbi ThomasM. SureshInternational Journal of Pharmaceutical and Healthcare Marketing1812023-08-3110.1108/IJPHM-07-2022-0064https://www.emerald.com/insight/content/doi/10.1108/IJPHM-07-2022-0064/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
The power of social media fitness influencers on supplements: how they affect buyer’s purchase decision?https://www.emerald.com/insight/content/doi/10.1108/IJPHM-04-2022-0037/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis 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. 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. 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. This study emphasizes how the characteristics of social media influencers in Thailand influence buyers’ decisions to purchase dietary supplements.The power of social media fitness influencers on supplements: how they affect buyer’s purchase decision?
Nilesh Kumar, Zubair Nawaz, Pavitra Samerguy
International Journal of Pharmaceutical and Healthcare Marketing, Vol. 18, No. 1, pp.27-46

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.

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.

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.

This study emphasizes how the characteristics of social media influencers in Thailand influence buyers’ decisions to purchase dietary supplements.

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The power of social media fitness influencers on supplements: how they affect buyer’s purchase decision?10.1108/IJPHM-04-2022-0037International Journal of Pharmaceutical and Healthcare Marketing2023-09-07© 2023 Emerald Publishing LimitedNilesh KumarZubair NawazPavitra SamerguyInternational Journal of Pharmaceutical and Healthcare Marketing1812023-09-0710.1108/IJPHM-04-2022-0037https://www.emerald.com/insight/content/doi/10.1108/IJPHM-04-2022-0037/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
What motivates users to continually use wearable medical devices? Evidence from a developing nationhttps://www.emerald.com/insight/content/doi/10.1108/IJPHM-11-2022-0097/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestWearable 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. 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. 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. 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. 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.What motivates users to continually use wearable medical devices? Evidence from a developing nation
Mohit Jamwal, Honey Kanojia, Neeraj Dhiman
International Journal of Pharmaceutical and Healthcare Marketing, Vol. 18, No. 1, pp.47-66

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.

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.

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.

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.

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.

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What motivates users to continually use wearable medical devices? Evidence from a developing nation10.1108/IJPHM-11-2022-0097International Journal of Pharmaceutical and Healthcare Marketing2023-09-13© 2023 Emerald Publishing LimitedMohit JamwalHoney KanojiaNeeraj DhimanInternational Journal of Pharmaceutical and Healthcare Marketing1812023-09-1310.1108/IJPHM-11-2022-0097https://www.emerald.com/insight/content/doi/10.1108/IJPHM-11-2022-0097/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Public health promotion of COVID-19 vaccination to rural consumers: synthesising the role of social media and religious belief systemshttps://www.emerald.com/insight/content/doi/10.1108/IJPHM-02-2023-0016/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe 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. 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. 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. 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. 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.Public health promotion of COVID-19 vaccination to rural consumers: synthesising the role of social media and religious belief systems
Divaries Cosmas Jaravaza, Joshua Risiro, Paul Mukucha, Nomuhle Jaravaza
International Journal of Pharmaceutical and Healthcare Marketing, Vol. 18, No. 1, pp.67-85

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.

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.

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.

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.

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.

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Public health promotion of COVID-19 vaccination to rural consumers: synthesising the role of social media and religious belief systems10.1108/IJPHM-02-2023-0016International Journal of Pharmaceutical and Healthcare Marketing2023-10-17© 2023 Divaries Cosmas Jaravaza, Joshua Risiro, Paul Mukucha and Nomuhle Jaravaza.Divaries Cosmas JaravazaJoshua RisiroPaul MukuchaNomuhle JaravazaInternational Journal of Pharmaceutical and Healthcare Marketing1812023-10-1710.1108/IJPHM-02-2023-0016https://www.emerald.com/insight/content/doi/10.1108/IJPHM-02-2023-0016/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Divaries Cosmas Jaravaza, Joshua Risiro, Paul Mukucha and Nomuhle Jaravaza.http://creativecommons.org/licences/by/4.0/legalcode
The promulgation of group purchasing organizations into the healthcare sector in Indiahttps://www.emerald.com/insight/content/doi/10.1108/IJPHM-12-2022-0108/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe 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. 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. 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. 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. The study provides valuable insights for HC providers to participate in the GPOs for cost savings and enhance the performances.The promulgation of group purchasing organizations into the healthcare sector in India
Md Kamal Hossain, Vikas Thakur
International Journal of Pharmaceutical and Healthcare Marketing, Vol. 18, No. 1, pp.86-101

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.

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.

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.

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.

The study provides valuable insights for HC providers to participate in the GPOs for cost savings and enhance the performances.

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The promulgation of group purchasing organizations into the healthcare sector in India10.1108/IJPHM-12-2022-0108International Journal of Pharmaceutical and Healthcare Marketing2023-10-18© 2023 Emerald Publishing LimitedMd Kamal HossainVikas ThakurInternational Journal of Pharmaceutical and Healthcare Marketing1812023-10-1810.1108/IJPHM-12-2022-0108https://www.emerald.com/insight/content/doi/10.1108/IJPHM-12-2022-0108/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Modelling the factors impacting customer engagement for branded content in healthcarehttps://www.emerald.com/insight/content/doi/10.1108/IJPHM-03-2022-0030/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestIn 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. 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. 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. 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.Modelling the factors impacting customer engagement for branded content in healthcare
Trishala Chauhan, Shilpa Sindhu, Rahul S. Mor
International Journal of Pharmaceutical and Healthcare Marketing, Vol. 18, No. 1, pp.102-121

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.

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.

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.

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.

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Modelling the factors impacting customer engagement for branded content in healthcare10.1108/IJPHM-03-2022-0030International Journal of Pharmaceutical and Healthcare Marketing2023-10-24© 2023 Emerald Publishing LimitedTrishala ChauhanShilpa SindhuRahul S. MorInternational Journal of Pharmaceutical and Healthcare Marketing1812023-10-2410.1108/IJPHM-03-2022-0030https://www.emerald.com/insight/content/doi/10.1108/IJPHM-03-2022-0030/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Consumers’ preferences for endoscopes: a discrete choice experimenthttps://www.emerald.com/insight/content/doi/10.1108/IJPHM-08-2020-0069/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestInfection and cross-contamination have been massive concerns in the medical field. This study aims to investigate consumers’ awareness and their choices of endoscopes, which may deter them from the cross-contamination problem. A discrete choice experiment survey was administered to 166 respondents in Penang, Malaysia. Participants were asked to make hypothetical choices and estimate their preference for endoscopes. The multinomial logit model was used to estimate the assumptions based on the stated preference data collected. Only two-fifths of respondents are aware of their rights regarding endoscope selection. The findings are consistent with utility theory, where choices are made to maximise personal satisfaction. If given the choice, consumers preferred the single-use endoscope over the reusable or the doctor’s preferred endoscope. Price, insurance coverage and personal income are significant determinants of the consumer’s choice of endoscopes. This study only investigates subjects living in Penang. Other possible important attributes to endoscope choices, such as environmental and device availability may be considered in future study. The findings may create awareness among consumers about their rights when choosing medical devices. It may also improve health-care institutions’ (users’) and device manufacturers’ (industry players’) understanding of consumer needs and demands from socioeconomic perspectives. The research offers insights into consumer rights and awareness of health-care services. Ultimately leading to better policy to protect consumers’ rights and safety. This study contributes to the rare literature on consumer rights toward medical devices, in particular, the consumer’s awareness of the choice of endoscopes.Consumers’ preferences for endoscopes: a discrete choice experiment
Teik-Leong Chuah, Meenchee Hong, Behzad Foroughi
International Journal of Pharmaceutical and Healthcare Marketing, Vol. 18, No. 1, pp.122-147

Infection and cross-contamination have been massive concerns in the medical field. This study aims to investigate consumers’ awareness and their choices of endoscopes, which may deter them from the cross-contamination problem.

A discrete choice experiment survey was administered to 166 respondents in Penang, Malaysia. Participants were asked to make hypothetical choices and estimate their preference for endoscopes. The multinomial logit model was used to estimate the assumptions based on the stated preference data collected.

Only two-fifths of respondents are aware of their rights regarding endoscope selection. The findings are consistent with utility theory, where choices are made to maximise personal satisfaction. If given the choice, consumers preferred the single-use endoscope over the reusable or the doctor’s preferred endoscope. Price, insurance coverage and personal income are significant determinants of the consumer’s choice of endoscopes.

This study only investigates subjects living in Penang. Other possible important attributes to endoscope choices, such as environmental and device availability may be considered in future study.

The findings may create awareness among consumers about their rights when choosing medical devices. It may also improve health-care institutions’ (users’) and device manufacturers’ (industry players’) understanding of consumer needs and demands from socioeconomic perspectives.

The research offers insights into consumer rights and awareness of health-care services. Ultimately leading to better policy to protect consumers’ rights and safety.

This study contributes to the rare literature on consumer rights toward medical devices, in particular, the consumer’s awareness of the choice of endoscopes.

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Consumers’ preferences for endoscopes: a discrete choice experiment10.1108/IJPHM-08-2020-0069International Journal of Pharmaceutical and Healthcare Marketing2023-11-02© 2023 Emerald Publishing LimitedTeik-Leong ChuahMeenchee HongBehzad ForoughiInternational Journal of Pharmaceutical and Healthcare Marketing1812023-11-0210.1108/IJPHM-08-2020-0069https://www.emerald.com/insight/content/doi/10.1108/IJPHM-08-2020-0069/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
From consumer values to attributes of natural health products for concentration and cognition: insights from a means-end-chain studyhttps://www.emerald.com/insight/content/doi/10.1108/IJPHM-12-2022-0109/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis paper aims to determine, which values guide consumers decision-making on natural health products for concentration and cognition (NHPCC) and how they link to choice-relevant product attributes. The purpose is to contribute to a better understanding of NHPCC consumption choices, which can encourage more consumer-centric product development and positioning. Based on the means-end chain approach, in-depth laddering interviews with 26 consumers of NHP were conducted in Germany from October to December 2020. Qualitative content analysis was applied and a hierarchical value map over the dominant association was built and analyzed. Five terminal values were found to be relevant for NHPCC decision-making. The personal focused values security, self-direction and stimulation are via health mainly associated with trust and a conscious decision-making, which is linked to the product attributes of effectiveness, tolerance and declaration. Social focused values of universalism or benevolence guide attention on the attributes of sustainability and regionality. The study contributes to close the knowledge gap concerning the linkages between abstract values and concrete product attributes of NHP through associated consequences. To the best of the authors’ knowledge, this is the first study that analyzed these links for NHPCC, although such products are gaining more interest among companies and consumers. Companies can benefit from the outcomes by developing more consumer-centric product concepts and marketing communication strategies for NHPCC. Due to higher attention on relevant information, consumers’ decision-making could become safer and more conscious.From consumer values to attributes of natural health products for concentration and cognition: insights from a means-end-chain study
Miriam Eugenia Wolf, Agnes Emberger-Klein, Klaus Menrad
International Journal of Pharmaceutical and Healthcare Marketing, Vol. 18, No. 1, pp.148-166

This paper aims to determine, which values guide consumers decision-making on natural health products for concentration and cognition (NHPCC) and how they link to choice-relevant product attributes. The purpose is to contribute to a better understanding of NHPCC consumption choices, which can encourage more consumer-centric product development and positioning.

Based on the means-end chain approach, in-depth laddering interviews with 26 consumers of NHP were conducted in Germany from October to December 2020. Qualitative content analysis was applied and a hierarchical value map over the dominant association was built and analyzed.

Five terminal values were found to be relevant for NHPCC decision-making. The personal focused values security, self-direction and stimulation are via health mainly associated with trust and a conscious decision-making, which is linked to the product attributes of effectiveness, tolerance and declaration. Social focused values of universalism or benevolence guide attention on the attributes of sustainability and regionality.

The study contributes to close the knowledge gap concerning the linkages between abstract values and concrete product attributes of NHP through associated consequences. To the best of the authors’ knowledge, this is the first study that analyzed these links for NHPCC, although such products are gaining more interest among companies and consumers. Companies can benefit from the outcomes by developing more consumer-centric product concepts and marketing communication strategies for NHPCC. Due to higher attention on relevant information, consumers’ decision-making could become safer and more conscious.

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From consumer values to attributes of natural health products for concentration and cognition: insights from a means-end-chain study10.1108/IJPHM-12-2022-0109International Journal of Pharmaceutical and Healthcare Marketing2023-11-06© 2023 Emerald Publishing LimitedMiriam Eugenia WolfAgnes Emberger-KleinKlaus MenradInternational Journal of Pharmaceutical and Healthcare Marketing1812023-11-0610.1108/IJPHM-12-2022-0109https://www.emerald.com/insight/content/doi/10.1108/IJPHM-12-2022-0109/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
The impact of word-of-mouth (WOM) on attitudes, behavioural intentions, and actual usage of non-pharmaceutical interventions (NPIs) among early and late adoptershttps://www.emerald.com/insight/content/doi/10.1108/IJPHM-01-2022-0009/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to examine how the theory of planned behaviour and technology acceptance theory can be used to understand the adoption of non-pharmaceutical interventions (NPIs). The relationships between attitudes, behavioural intentions towards using NPIs, actual use of NPIs and word-of-mouth (WOM) were examined and compared between early and late adopters. A survey was conducted to test the hypotheses with partial least squares structural equation modelling (n = 278). The results indicate that relationships between attitudes, intentions and behavioural intentions were positive and significant in the whole data set – and that there were differences between the early and late adopters. WOM had no substantial relationship with actual usage and early adopters’ behavioural intentions. This research gives a better sense of how WOM impacts attitudes, behavioural intentions and actual usage among early and late adopters of NPIs and highlights the effectiveness of WOM, especially among late adopters of NPIs. Furthermore, using the TAM allows us to make specific recommendations regarding encouraging the use of NPIs. A new three-stage communications model is introduced that uses early adopters as influencers to reduce the NPI adoption time by late adopters.The impact of word-of-mouth (WOM) on attitudes, behavioural intentions, and actual usage of non-pharmaceutical interventions (NPIs) among early and late adopters
Matti Haverila, Russell Currie, Kai Christian Haverila, Caitlin McLaughlin, Jenny Carita Twyford
International Journal of Pharmaceutical and Healthcare Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study aims to examine how the theory of planned behaviour and technology acceptance theory can be used to understand the adoption of non-pharmaceutical interventions (NPIs). The relationships between attitudes, behavioural intentions towards using NPIs, actual use of NPIs and word-of-mouth (WOM) were examined and compared between early and late adopters.

A survey was conducted to test the hypotheses with partial least squares structural equation modelling (n = 278).

The results indicate that relationships between attitudes, intentions and behavioural intentions were positive and significant in the whole data set – and that there were differences between the early and late adopters. WOM had no substantial relationship with actual usage and early adopters’ behavioural intentions.

This research gives a better sense of how WOM impacts attitudes, behavioural intentions and actual usage among early and late adopters of NPIs and highlights the effectiveness of WOM, especially among late adopters of NPIs. Furthermore, using the TAM allows us to make specific recommendations regarding encouraging the use of NPIs. A new three-stage communications model is introduced that uses early adopters as influencers to reduce the NPI adoption time by late adopters.

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The impact of word-of-mouth (WOM) on attitudes, behavioural intentions, and actual usage of non-pharmaceutical interventions (NPIs) among early and late adopters10.1108/IJPHM-01-2022-0009International Journal of Pharmaceutical and Healthcare Marketing2023-12-05© 2023 Emerald Publishing LimitedMatti HaverilaRussell CurrieKai Christian HaverilaCaitlin McLaughlinJenny Carita TwyfordInternational Journal of Pharmaceutical and Healthcare Marketingahead-of-printahead-of-print2023-12-0510.1108/IJPHM-01-2022-0009https://www.emerald.com/insight/content/doi/10.1108/IJPHM-01-2022-0009/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Food as an ingredient of well-being: from food and well-being to food well-being (FWB): a comparative studyhttps://www.emerald.com/insight/content/doi/10.1108/IJPHM-01-2022-0010/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this study is threefold: firstly, to compare Pakistani and French consumers’ perceptions of well-being; secondly, to investigate how consumers in both countries relate to food; and thirdly, to assess whether they associate food with well-being. Thirty participants (15 French and 15 Pakistani) between the ages of 24 and 35 were interviewed, using convenience and snow bowling sampling. Data triangulation was performed by combining three qualitative techniques, word association, photo-elicitation-based interviewing and open-ended questions to explore consumer perceptions of well-being, food and food well-being. The study’s findings suggest that well-being is a broad concept in which food is an ingredient. Food and well-being share common elements, and food well-being can be defined as an individual’s psychological, physical, social and societal relationship with food ascribed by affordability and food literacy. Pleasure, sharing and respect emerged as dimensions of food well-being that can be applied to transfigure consumer behaviour and reduce over-consumption, food waste and hunger. The dimensions of well-being and food were explored for both countries to understand their cultural nuances and determine the influence of food on well-being. This comparative analysis will help researchers understand consumers’ preferences for food in various aspects from two regions. This study can potentially contribute to scale development in food and well-being, which can help researchers measure the effects of food and well-being in different sectors of the economy, particularly in health care. The most aspiring aspect of the current research is the insights unveiled during interactions with research participants, which will help develop consumer baseline feelings.Food as an ingredient of well-being: from food and well-being to food well-being (FWB): a comparative study
Asim Qazi, Ubedullah Khoso, Farooq Ahmad, Syed Ali Raza Hamid
International Journal of Pharmaceutical and Healthcare Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

The purpose of this study is threefold: firstly, to compare Pakistani and French consumers’ perceptions of well-being; secondly, to investigate how consumers in both countries relate to food; and thirdly, to assess whether they associate food with well-being.

Thirty participants (15 French and 15 Pakistani) between the ages of 24 and 35 were interviewed, using convenience and snow bowling sampling. Data triangulation was performed by combining three qualitative techniques, word association, photo-elicitation-based interviewing and open-ended questions to explore consumer perceptions of well-being, food and food well-being.

The study’s findings suggest that well-being is a broad concept in which food is an ingredient. Food and well-being share common elements, and food well-being can be defined as an individual’s psychological, physical, social and societal relationship with food ascribed by affordability and food literacy.

Pleasure, sharing and respect emerged as dimensions of food well-being that can be applied to transfigure consumer behaviour and reduce over-consumption, food waste and hunger. The dimensions of well-being and food were explored for both countries to understand their cultural nuances and determine the influence of food on well-being. This comparative analysis will help researchers understand consumers’ preferences for food in various aspects from two regions. This study can potentially contribute to scale development in food and well-being, which can help researchers measure the effects of food and well-being in different sectors of the economy, particularly in health care. The most aspiring aspect of the current research is the insights unveiled during interactions with research participants, which will help develop consumer baseline feelings.

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Food as an ingredient of well-being: from food and well-being to food well-being (FWB): a comparative study10.1108/IJPHM-01-2022-0010International Journal of Pharmaceutical and Healthcare Marketing2023-11-29© 2023 Emerald Publishing LimitedAsim QaziUbedullah KhosoFarooq AhmadSyed Ali Raza HamidInternational Journal of Pharmaceutical and Healthcare Marketingahead-of-printahead-of-print2023-11-2910.1108/IJPHM-01-2022-0010https://www.emerald.com/insight/content/doi/10.1108/IJPHM-01-2022-0010/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Free apps and paid apps: monetization strategies for health apps in the Portuguese markethttps://www.emerald.com/insight/content/doi/10.1108/IJPHM-01-2023-0001/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe rapid advancement of technology has transformed the health-care industry and enabled the emergence of m-Health solutions such as health apps. The viability and success of these apps depends on the definition of a monetization model appropriate to their specificities. In this sense, the purpose of this paper is to study the mechanisms of monetization of health apps, to stablish how alternative revenues determine if a health app is to be free or paid. Probability models are used to identify the factors that explain if a health app is free or paid. Results show that the presence of alternative monetization mechanisms negatively impacts the likelihood of a health app being paid for. The use of personal data to customize advertising (the monetization of “privacy capital”) or the inclusion of ads on the app are alternative means of monetization with potential to decrease the likelihood of a health app being paid for. The possibility of in-app purchases has a lower negative impact on the probability of a health app being paid for. The choice of platform to commercialize an app is also a strategic decision that influences the likelihood of an app being paid for. This work stands out for bringing together the two largest platforms present in Portugal and for focusing on the perspective of revenue and monetization of health apps and not on the perspective of downloads.Free apps and paid apps: monetization strategies for health apps in the Portuguese market
Natália Lemos, Cândida Sofia Machado, Cláudia Cardoso
International Journal of Pharmaceutical and Healthcare Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

The rapid advancement of technology has transformed the health-care industry and enabled the emergence of m-Health solutions such as health apps. The viability and success of these apps depends on the definition of a monetization model appropriate to their specificities. In this sense, the purpose of this paper is to study the mechanisms of monetization of health apps, to stablish how alternative revenues determine if a health app is to be free or paid.

Probability models are used to identify the factors that explain if a health app is free or paid.

Results show that the presence of alternative monetization mechanisms negatively impacts the likelihood of a health app being paid for. The use of personal data to customize advertising (the monetization of “privacy capital”) or the inclusion of ads on the app are alternative means of monetization with potential to decrease the likelihood of a health app being paid for. The possibility of in-app purchases has a lower negative impact on the probability of a health app being paid for. The choice of platform to commercialize an app is also a strategic decision that influences the likelihood of an app being paid for.

This work stands out for bringing together the two largest platforms present in Portugal and for focusing on the perspective of revenue and monetization of health apps and not on the perspective of downloads.

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Free apps and paid apps: monetization strategies for health apps in the Portuguese market10.1108/IJPHM-01-2023-0001International Journal of Pharmaceutical and Healthcare Marketing2023-11-27© 2023 Emerald Publishing LimitedNatália LemosCândida Sofia MachadoCláudia CardosoInternational Journal of Pharmaceutical and Healthcare Marketingahead-of-printahead-of-print2023-11-2710.1108/IJPHM-01-2023-0001https://www.emerald.com/insight/content/doi/10.1108/IJPHM-01-2023-0001/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
The use of tracker technologies on branded prescription drug websites: privacy, data acquisition and programmatic advertisinghttps://www.emerald.com/insight/content/doi/10.1108/IJPHM-02-2022-0015/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this study was to examine consumer data acquired by branded prescription drug websites and the ethics of privacy related to the interconnected web of personal information accessed, packaged and resold by tracker technologies. The research used the DMI Tracker Tool to collect data on the top 17 branded prescription drug websites, with a specific interest in the tracker technologies embedded in those websites. That data was analyzed using Gephi, an open-source data visualization tool, to map the network of trackers embedded in those branded prescription drug websites. Findings visualize the interconnections between tracker technologies and prescription drug websites that undergird a system of personal data acquisition and programmatic advertising vehicles that serve the interests of prescription drug marketers and Big Tech. Based on the theory of platform ethics, the study demonstrated the presence of a technostructural ecosystem dominated by Big Tech, a system that goes unseen by consumers and serves the interests of advertisers and resellers of consumer data. The 17 websites used in this study were limited to the top-selling prescription drugs or those with the highest ad expenditures. As such this study is not based on a random sampling of branded prescription drug websites. The popularity of these prescription drugs or the expanse of advertising associated with the drugs makes them appropriate to study the presence of tracking devices that collect data from consumers and serve advertising to them. It is also noted that websites are dynamic spaces, and some trackers within their infrastructures are apt to change over time. Branded prescription drug information has over the past three decades become part of consumers’ routine search for information regarding what ails them. As drug promotion moved from print to TV and the Web, searching for drug information has become a part of everyday life. The implications of embedded trackers on branded prescription drug websites are the subject of this research. This study has significant social implications as consumers who are searching for information regarding prescription medications may not want drug companies tracking them in a way that many perceive to be an invasion of privacy. Yet, as the Web is dominated by Big Tech, web developers have little choice but to remain a part of this technostructural ecosystem. This study sheds light on branded prescription drug websites, exploring the imbalance between the websites under study, Big Tech and consumers who lack awareness of the system that operates backstage.The use of tracker technologies on branded prescription drug websites: privacy, data acquisition and programmatic advertising
Neil Alperstein
International Journal of Pharmaceutical and Healthcare Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

The purpose of this study was to examine consumer data acquired by branded prescription drug websites and the ethics of privacy related to the interconnected web of personal information accessed, packaged and resold by tracker technologies.

The research used the DMI Tracker Tool to collect data on the top 17 branded prescription drug websites, with a specific interest in the tracker technologies embedded in those websites. That data was analyzed using Gephi, an open-source data visualization tool, to map the network of trackers embedded in those branded prescription drug websites.

Findings visualize the interconnections between tracker technologies and prescription drug websites that undergird a system of personal data acquisition and programmatic advertising vehicles that serve the interests of prescription drug marketers and Big Tech. Based on the theory of platform ethics, the study demonstrated the presence of a technostructural ecosystem dominated by Big Tech, a system that goes unseen by consumers and serves the interests of advertisers and resellers of consumer data.

The 17 websites used in this study were limited to the top-selling prescription drugs or those with the highest ad expenditures. As such this study is not based on a random sampling of branded prescription drug websites. The popularity of these prescription drugs or the expanse of advertising associated with the drugs makes them appropriate to study the presence of tracking devices that collect data from consumers and serve advertising to them. It is also noted that websites are dynamic spaces, and some trackers within their infrastructures are apt to change over time.

Branded prescription drug information has over the past three decades become part of consumers’ routine search for information regarding what ails them. As drug promotion moved from print to TV and the Web, searching for drug information has become a part of everyday life. The implications of embedded trackers on branded prescription drug websites are the subject of this research.

This study has significant social implications as consumers who are searching for information regarding prescription medications may not want drug companies tracking them in a way that many perceive to be an invasion of privacy. Yet, as the Web is dominated by Big Tech, web developers have little choice but to remain a part of this technostructural ecosystem.

This study sheds light on branded prescription drug websites, exploring the imbalance between the websites under study, Big Tech and consumers who lack awareness of the system that operates backstage.

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The use of tracker technologies on branded prescription drug websites: privacy, data acquisition and programmatic advertising10.1108/IJPHM-02-2022-0015International Journal of Pharmaceutical and Healthcare Marketing2024-02-16© 2024 Emerald Publishing LimitedNeil AlpersteinInternational Journal of Pharmaceutical and Healthcare Marketingahead-of-printahead-of-print2024-02-1610.1108/IJPHM-02-2022-0015https://www.emerald.com/insight/content/doi/10.1108/IJPHM-02-2022-0015/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Empirical nexus of hospital brand gestalt, patient satisfaction and revisit intentionhttps://www.emerald.com/insight/content/doi/10.1108/IJPHM-04-2023-0030/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this investigation is to scrutinize the unexplored realm concerning the interplay of hospital brand gestalt on patient satisfaction and revisit intentions. A self-administered online survey was conducted with 227 patients who had stayed at and received health-care services from a private hospital in the city of Manado, Indonesia, within the past 12 months. The quantitative data were subsequently analyzed using a structural equation model with the assistance of Smart PLS statistical software. The results suggest that the hospital brand gestalt significantly and positively influences patient satisfaction, which, in turn, leads to patients’ intentions to revisit. Furthermore, patient satisfaction serves as a significant mediator in the relationship between brand gestalt and revisit intentions. This study enhances the comprehension of brand gestalt’s influence on customer attitudes and behaviors within the health-care context, contributing to the expanding body of literature concerning holistic brand perception. For health-care providers, the study underscores the significance of creating a uniform and distinctive brand experience to boost patient satisfaction and cultivate loyalty. In summary, this study paves the way for strategic branding initiatives in health care, ultimately enhancing patient experiences and organizational outcomes. For health-care providers, this study emphasizes the importance of crafting a consistent and differentiated brand experience to enhance patient satisfaction and foster loyalty. Overall, this study opens avenues for strategic branding efforts in health care, ultimately improving patient experiences and organizational outcomes. While there is a growing interest in the role of brand gestalt in marketing research, there is still a need for more empirical research to explore the link between brand gestalt, customer satisfaction and revisit intention. Surprisingly, to the best of the authors’ knowledge, no previous studies have investigated the role of brand gestalt in the context of health care.Empirical nexus of hospital brand gestalt, patient satisfaction and revisit intention
Deske W. Mandagi, Derby Chriestofle Rampen, Tonny Irianto Soewignyo, Ronny H. Walean
International Journal of Pharmaceutical and Healthcare Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

The purpose of this investigation is to scrutinize the unexplored realm concerning the interplay of hospital brand gestalt on patient satisfaction and revisit intentions.

A self-administered online survey was conducted with 227 patients who had stayed at and received health-care services from a private hospital in the city of Manado, Indonesia, within the past 12 months. The quantitative data were subsequently analyzed using a structural equation model with the assistance of Smart PLS statistical software.

The results suggest that the hospital brand gestalt significantly and positively influences patient satisfaction, which, in turn, leads to patients’ intentions to revisit. Furthermore, patient satisfaction serves as a significant mediator in the relationship between brand gestalt and revisit intentions.

This study enhances the comprehension of brand gestalt’s influence on customer attitudes and behaviors within the health-care context, contributing to the expanding body of literature concerning holistic brand perception. For health-care providers, the study underscores the significance of creating a uniform and distinctive brand experience to boost patient satisfaction and cultivate loyalty. In summary, this study paves the way for strategic branding initiatives in health care, ultimately enhancing patient experiences and organizational outcomes.

For health-care providers, this study emphasizes the importance of crafting a consistent and differentiated brand experience to enhance patient satisfaction and foster loyalty. Overall, this study opens avenues for strategic branding efforts in health care, ultimately improving patient experiences and organizational outcomes.

While there is a growing interest in the role of brand gestalt in marketing research, there is still a need for more empirical research to explore the link between brand gestalt, customer satisfaction and revisit intention. Surprisingly, to the best of the authors’ knowledge, no previous studies have investigated the role of brand gestalt in the context of health care.

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Empirical nexus of hospital brand gestalt, patient satisfaction and revisit intention10.1108/IJPHM-04-2023-0030International Journal of Pharmaceutical and Healthcare Marketing2023-11-17© 2023 Emerald Publishing LimitedDeske W. MandagiDerby Chriestofle RampenTonny Irianto SoewignyoRonny H. WaleanInternational Journal of Pharmaceutical and Healthcare Marketingahead-of-printahead-of-print2023-11-1710.1108/IJPHM-04-2023-0030https://www.emerald.com/insight/content/doi/10.1108/IJPHM-04-2023-0030/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Does the pharmaceutical industry’s growth relate to Bangladesh’s macroeconomic stability?https://www.emerald.com/insight/content/doi/10.1108/IJPHM-04-2023-0033/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study empirically aims to examine the relationship between Bangladesh’s pharmaceutical industry growth and macroeconomic indicators such as the inflation rate, gross domestic product (GDP) growth, foreign direct investment (FDI) inflows, exchange rate and export growth through the long- and short-run relationship. Using the time series data from 1986 to 2020, this study was developed based on the autoregressive distributed lag (ARDL) framework for co-integration. In contrast, the Toda–Yamamoto Granger Causality approach was also used for finding the direction of causality. This study used the ARDL bounds test, which found strong co-integration among the variables, indicating a long-term relationship between them. In the long run, inflation, exchange rate and export growth significantly positively influence the pharmaceutical industry’s growth. Surprisingly, an FDI inflow has a negative impact. In the short term, the exchange rate and GDP growth were found to influence the growth of the pharmaceutical industry positively. Bidirectional causality between the growth of the pharmaceutical industry and the exchange rate was also identified using the Granger causality approach. This paper emphasizes developing the policy as well as making concrete decisions regarding the development of the pharmaceutical industry and economic development in Bangladesh. The results also highlight the necessity for strategic macroeconomic management to support this sector’s long-term development and global competitiveness. To the best of the authors’ knowledge, this paper is conducted to identify the short- and long-run relationship of pharmaceutical industry development with the economic indicators and progress, where no study has been found on this dimension.Does the pharmaceutical industry’s growth relate to Bangladesh’s macroeconomic stability?
Mohammad Rifat Rahman, Md. Mufidur Rahman, Athkia Subat, Tanzika Imam Tarin
International Journal of Pharmaceutical and Healthcare Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study empirically aims to examine the relationship between Bangladesh’s pharmaceutical industry growth and macroeconomic indicators such as the inflation rate, gross domestic product (GDP) growth, foreign direct investment (FDI) inflows, exchange rate and export growth through the long- and short-run relationship.

Using the time series data from 1986 to 2020, this study was developed based on the autoregressive distributed lag (ARDL) framework for co-integration. In contrast, the Toda–Yamamoto Granger Causality approach was also used for finding the direction of causality.

This study used the ARDL bounds test, which found strong co-integration among the variables, indicating a long-term relationship between them. In the long run, inflation, exchange rate and export growth significantly positively influence the pharmaceutical industry’s growth. Surprisingly, an FDI inflow has a negative impact. In the short term, the exchange rate and GDP growth were found to influence the growth of the pharmaceutical industry positively. Bidirectional causality between the growth of the pharmaceutical industry and the exchange rate was also identified using the Granger causality approach.

This paper emphasizes developing the policy as well as making concrete decisions regarding the development of the pharmaceutical industry and economic development in Bangladesh. The results also highlight the necessity for strategic macroeconomic management to support this sector’s long-term development and global competitiveness.

To the best of the authors’ knowledge, this paper is conducted to identify the short- and long-run relationship of pharmaceutical industry development with the economic indicators and progress, where no study has been found on this dimension.

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Does the pharmaceutical industry’s growth relate to Bangladesh’s macroeconomic stability?10.1108/IJPHM-04-2023-0033International Journal of Pharmaceutical and Healthcare Marketing2023-11-30© 2023 Emerald Publishing LimitedMohammad Rifat RahmanMd. Mufidur RahmanAthkia SubatTanzika Imam TarinInternational Journal of Pharmaceutical and Healthcare Marketingahead-of-printahead-of-print2023-11-3010.1108/IJPHM-04-2023-0033https://www.emerald.com/insight/content/doi/10.1108/IJPHM-04-2023-0033/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
What determines the performance of pharmaceutical firms in India on account of COVID-19 interventions?https://www.emerald.com/insight/content/doi/10.1108/IJPHM-05-2023-0039/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis paper aims to examine the impact of announcements related to 77 interventions by 46 listed Indian pharmaceutical firms during COVID-19 on the abnormal returns of the firms. The study also finds the variables which explain cumulative abnormal returns (CARs). This study uses standard event methodology to compute the abnormal returns of firms announcing pharmaceutical interventions in 2020 and 2021. Besides this, the multilayer perceptron technique is applied to identify the variables that influence the CARs of the sample firms. The results show the presence of abnormal returns of 0.64% one day before the announcement, indicating information leakage. The multilayer perceptron approach identifies five variables that explain the CARs of the sample companies, which are licensing_age, licensing_size, size, commercialization_age and approval_age. The study contributes to the efficient market literature by revealing how firm-specific nonfinancial disclosures affect stock prices, especially in times of crisis like pandemics. Prior research focused on determining the effect of COVID-19 variables on abnormal returns. This is the first research to use artificial neural networks to determine which firm-specific variables and pharmaceutical interventions can influence CARs.What determines the performance of pharmaceutical firms in India on account of COVID-19 interventions?
Ashu Lamba, Priti Aggarwal, Sachin Gupta, Mayank Joshipura
International Journal of Pharmaceutical and Healthcare Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

This paper aims to examine the impact of announcements related to 77 interventions by 46 listed Indian pharmaceutical firms during COVID-19 on the abnormal returns of the firms. The study also finds the variables which explain cumulative abnormal returns (CARs).

This study uses standard event methodology to compute the abnormal returns of firms announcing pharmaceutical interventions in 2020 and 2021. Besides this, the multilayer perceptron technique is applied to identify the variables that influence the CARs of the sample firms.

The results show the presence of abnormal returns of 0.64% one day before the announcement, indicating information leakage. The multilayer perceptron approach identifies five variables that explain the CARs of the sample companies, which are licensing_age, licensing_size, size, commercialization_age and approval_age.

The study contributes to the efficient market literature by revealing how firm-specific nonfinancial disclosures affect stock prices, especially in times of crisis like pandemics. Prior research focused on determining the effect of COVID-19 variables on abnormal returns. This is the first research to use artificial neural networks to determine which firm-specific variables and pharmaceutical interventions can influence CARs.

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What determines the performance of pharmaceutical firms in India on account of COVID-19 interventions?10.1108/IJPHM-05-2023-0039International Journal of Pharmaceutical and Healthcare Marketing2023-12-29© 2023 Emerald Publishing LimitedAshu LambaPriti AggarwalSachin GuptaMayank JoshipuraInternational Journal of Pharmaceutical and Healthcare Marketingahead-of-printahead-of-print2023-12-2910.1108/IJPHM-05-2023-0039https://www.emerald.com/insight/content/doi/10.1108/IJPHM-05-2023-0039/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
The influence of servicescape on behavioral intentions of customers in hospitals post the COVID-19 pandemichttps://www.emerald.com/insight/content/doi/10.1108/IJPHM-06-2022-0060/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestBased on the stimuli-organism-response model and relationship marketing theory, the effect of different dimensions of Servicescape (Ambience, Cleanliness, Functionality, Spatial Layout, Employee Service Quality) on Customer Satisfaction and Behavioral Intention in hospitals during the COVID-19 pandemic are considered. The study takes a quantitative approach, applying structural equation model using partial least square structural equation modeling to test the hypotheses. A total of 360 responses were collected using questionnaires distributed to different individuals who visited private hospitals in the past two months in India. Contradicting previous research, this study found that among servicescape dimensions, employee service quality had the maximum influence on customer satisfaction and cleanliness does not have any significant impact on customer satisfaction as hypothesized. Mediation results show that customer satisfaction has a partial mediation effect for all servicescape dimensions except ambience, as both direct and indirect effects are significant. Importance-performance map analysis was performed on the responses collected, and it was found that employee service quality is the most important dimension affecting servicescape, followed by functionality and spatial layout. Thus, health-care institutions should focus on these factors to keep their customers satisfied. Past studies have focused on the roles of servicescape and customer satisfaction separately. The authors have extended the literature by examining the combined effects of both servicescape and customer satisfaction. The findings from the study, therefore, help in developing a deeper understanding of the literature on the behavior intention relationship in the context of health care, as well as in service marketing.The influence of servicescape on behavioral intentions of customers in hospitals post the COVID-19 pandemic
Manik Batra, Udita Taneja
International Journal of Pharmaceutical and Healthcare Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

Based on the stimuli-organism-response model and relationship marketing theory, the effect of different dimensions of Servicescape (Ambience, Cleanliness, Functionality, Spatial Layout, Employee Service Quality) on Customer Satisfaction and Behavioral Intention in hospitals during the COVID-19 pandemic are considered.

The study takes a quantitative approach, applying structural equation model using partial least square structural equation modeling to test the hypotheses. A total of 360 responses were collected using questionnaires distributed to different individuals who visited private hospitals in the past two months in India.

Contradicting previous research, this study found that among servicescape dimensions, employee service quality had the maximum influence on customer satisfaction and cleanliness does not have any significant impact on customer satisfaction as hypothesized. Mediation results show that customer satisfaction has a partial mediation effect for all servicescape dimensions except ambience, as both direct and indirect effects are significant. Importance-performance map analysis was performed on the responses collected, and it was found that employee service quality is the most important dimension affecting servicescape, followed by functionality and spatial layout. Thus, health-care institutions should focus on these factors to keep their customers satisfied.

Past studies have focused on the roles of servicescape and customer satisfaction separately. The authors have extended the literature by examining the combined effects of both servicescape and customer satisfaction. The findings from the study, therefore, help in developing a deeper understanding of the literature on the behavior intention relationship in the context of health care, as well as in service marketing.

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The influence of servicescape on behavioral intentions of customers in hospitals post the COVID-19 pandemic10.1108/IJPHM-06-2022-0060International Journal of Pharmaceutical and Healthcare Marketing2023-11-27© 2023 Emerald Publishing LimitedManik BatraUdita TanejaInternational Journal of Pharmaceutical and Healthcare Marketingahead-of-printahead-of-print2023-11-2710.1108/IJPHM-06-2022-0060https://www.emerald.com/insight/content/doi/10.1108/IJPHM-06-2022-0060/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Identifying the hospital logistics key performance indicators for public hospitals in remote areas of Thailandhttps://www.emerald.com/insight/content/doi/10.1108/IJPHM-06-2023-0053/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to investigate and classify the hospital logistics key performance indicators (KPIs) using the context of public hospitals in remote areas. The public hospitals in northern Thailand were selected for the case study. The questionnaire was developed and used to collect data from hospital logistics experts. Then, the analytic hierarchy process (AHP) method was used to evaluate the hospital logistics KPIs in each dimension. This research found that the procurement management dimension is ranked highest. Information and technology management is the last rank in the hospital logistics KPIs used for public hospitals in remote areas. The public hospitals located in northern Thailand were selected for the case study. Fuzzy multi-criteria decision-making methods can be used to reduce the vagueness of the values. The results from this study can be a guideline for hospitals to improve the efficiency of their logistics operations. The decision-makers in the hospital can use these results to improve the hospital’s logistics performance in the future, which could help increase the service level and the safety of the patients. The hospital logistics KPIs were revised, and the crucial KPIs were prioritized for improving the hospital logistics using the AHP method.Identifying the hospital logistics key performance indicators for public hospitals in remote areas of Thailand
Pornwasin Sirisawat, Tipavinee Suwanwong Rodbundith, Narat Hasachoo
International Journal of Pharmaceutical and Healthcare Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study aims to investigate and classify the hospital logistics key performance indicators (KPIs) using the context of public hospitals in remote areas.

The public hospitals in northern Thailand were selected for the case study. The questionnaire was developed and used to collect data from hospital logistics experts. Then, the analytic hierarchy process (AHP) method was used to evaluate the hospital logistics KPIs in each dimension.

This research found that the procurement management dimension is ranked highest. Information and technology management is the last rank in the hospital logistics KPIs used for public hospitals in remote areas.

The public hospitals located in northern Thailand were selected for the case study. Fuzzy multi-criteria decision-making methods can be used to reduce the vagueness of the values.

The results from this study can be a guideline for hospitals to improve the efficiency of their logistics operations.

The decision-makers in the hospital can use these results to improve the hospital’s logistics performance in the future, which could help increase the service level and the safety of the patients.

The hospital logistics KPIs were revised, and the crucial KPIs were prioritized for improving the hospital logistics using the AHP method.

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Identifying the hospital logistics key performance indicators for public hospitals in remote areas of Thailand10.1108/IJPHM-06-2023-0053International Journal of Pharmaceutical and Healthcare Marketing2024-03-12© 2024 Emerald Publishing LimitedPornwasin SirisawatTipavinee Suwanwong RodbundithNarat HasachooInternational Journal of Pharmaceutical and Healthcare Marketingahead-of-printahead-of-print2024-03-1210.1108/IJPHM-06-2023-0053https://www.emerald.com/insight/content/doi/10.1108/IJPHM-06-2023-0053/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Exploring the emotions and decision-making of consumers for elective healthcare and hedonic adaptationhttps://www.emerald.com/insight/content/doi/10.1108/IJPHM-06-2023-0056/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe paper aims to empirically test a framework to predict the desire and intention to engage with an elective health-care procedure and implement a methodology to test the anticipated positive and negative emotions in hedonic adaptation to an elective procedure. Two studies in USA and Australia (N = 1,200) confirmed the psychometric properties of the key constructs under the chemical peel condition. Two further studies in the USA and Australia (N = 1,100) explored the research question and hypotheses in the adapted model of goal-directed behaviour under the Botox condition. A survey was self-administered to online panels who had previously engaged in such elective procedures. The findings highlighted the pragmatic implications for communication and activation strategies to safeguard consumer interests and retain their loyalty. From the authors’ best understanding, neither a methodology nor a theoretical framework exists to explore hedonic adaptation to recurring engagement with elective health care. A methodology and theoretical framework will highlight the mood states and factors that predict desire and intention to engage. This can advance the research on hedonic adaptation and decision-making and offer pragmatic suggestions for communication and activation strategies to safeguard consumer interests and retain their loyalty.Exploring the emotions and decision-making of consumers for elective healthcare and hedonic adaptation
Vanessa Quintal, Abhinav Sood, Ian Phau
International Journal of Pharmaceutical and Healthcare Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

The paper aims to empirically test a framework to predict the desire and intention to engage with an elective health-care procedure and implement a methodology to test the anticipated positive and negative emotions in hedonic adaptation to an elective procedure.

Two studies in USA and Australia (N = 1,200) confirmed the psychometric properties of the key constructs under the chemical peel condition. Two further studies in the USA and Australia (N = 1,100) explored the research question and hypotheses in the adapted model of goal-directed behaviour under the Botox condition. A survey was self-administered to online panels who had previously engaged in such elective procedures.

The findings highlighted the pragmatic implications for communication and activation strategies to safeguard consumer interests and retain their loyalty.

From the authors’ best understanding, neither a methodology nor a theoretical framework exists to explore hedonic adaptation to recurring engagement with elective health care. A methodology and theoretical framework will highlight the mood states and factors that predict desire and intention to engage. This can advance the research on hedonic adaptation and decision-making and offer pragmatic suggestions for communication and activation strategies to safeguard consumer interests and retain their loyalty.

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Exploring the emotions and decision-making of consumers for elective healthcare and hedonic adaptation10.1108/IJPHM-06-2023-0056International Journal of Pharmaceutical and Healthcare Marketing2024-02-26© 2024 Emerald Publishing LimitedVanessa QuintalAbhinav SoodIan PhauInternational Journal of Pharmaceutical and Healthcare Marketingahead-of-printahead-of-print2024-02-2610.1108/IJPHM-06-2023-0056https://www.emerald.com/insight/content/doi/10.1108/IJPHM-06-2023-0056/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Modeling telemedicine consumer behavior amid COVID-19 pandemichttps://www.emerald.com/insight/content/doi/10.1108/IJPHM-08-2021-0085/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to investigate the consumer behavior toward telemedicine services in India during the COVID-19 pandemic onset. With lockdown restrictions and safety concerns in visiting brick-and-mortar clinics or hospitals during the pandemic, Telemedicine had emerged as a potent alternative for seeking redressal to health issues. Based on theory and focus interviews with the telemedicine users, the researchers proposed a model to understand the intent and actual usage of telemedicine in India. The cross-sectional study undertaken used a questionnaire designed on a seven-point Likert scale and administered to respondents with the objective of identifying the determinants of intent and actual usage of telemedicine services. Simple random sampling was used to collect primary data. The data was cleaned and finally a sample of 405 responses complete in all respects was considered for analysis. The questionnaire comprised of 34 items and following the recommendation of Hair et al. (2016), which says the minimum sample size in structural equation modeling should be ten times the number of indicator variables, a sample size of 405 was deemed adequate. The research paper finds that performance expectancy, attitude, credibility and self-efficacy positively impact the intention of consumers to use telemedicine services. As the effort expectancy or risk perception toward telemedicine increases the intent and actual usage of telemedicine decreases. The intention to use telemedicine emerged as a strong predictor of the actual usage of telemedicine. Intent to use telemedicine was explained 81.4% by its predictors of performance expectancy, effort expectancy, attitude, risk, credibility and self-efficacy, and actual usage was explained 79.9% by its predictors. This study also reports that telemedicine was found to be popular among chronic as well as episodic patients though the preference was skewed in favor of the episodic patients. One of the advantages of telemedicine is its availability round the clock, and the study found that 8 a. m. to 12 noon time slot as the most preferred slot for seeking telemedicine services. Chang (2004) opined that telemedicine can fulfill the needs of all stakeholders: citizens, health-care consumers, medical doctors and health-care professionals, policymakers, and so on. Considering the promise telemedicine holds, this realm must be studied and leveraged to the full potential. The study found that patients were using telemedicine even for their day-to-day aliments. This indicates a growing popularity of telemedicine and as such an opportunity for telemedicine companies to leverage it. In India, pharmaceutical companies cannot give commercial advertisements for medicines, and the same can only be sold through a registered medical practitioner’s prescription. As such there is total dependency on the medical practitioner for the sale of medicines. Telemedicine companies offer services of home delivering medicines clubbed with medical consultation thus giving them forward integration in their business models. Using telemedicine the patients had control over the timings of the services offered, and as such the waiting time to get a consultation and subsequent treatment was reduced considerably. Best medical advice from across the globe is available to the patient at less cost. Medical practitioners also stand to benefit as they can treat a variety of cases, collaborate among the medical fraternity and give consultation safely in case of fatal contagious diseases. This study points to a definite growing popularity of telemedicine services not only in episodic patients but also chronic patients. Telemedicine with its unique advantages holds the promise to grow exponentially in the future and is a compelling health-care segment to focus on for delivering health-care solution to the geographically distant consumers.Modeling telemedicine consumer behavior amid COVID-19 pandemic
Archana Shrivastava, Ashish Shrivastava
International Journal of Pharmaceutical and Healthcare Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study aims to investigate the consumer behavior toward telemedicine services in India during the COVID-19 pandemic onset. With lockdown restrictions and safety concerns in visiting brick-and-mortar clinics or hospitals during the pandemic, Telemedicine had emerged as a potent alternative for seeking redressal to health issues. Based on theory and focus interviews with the telemedicine users, the researchers proposed a model to understand the intent and actual usage of telemedicine in India.

The cross-sectional study undertaken used a questionnaire designed on a seven-point Likert scale and administered to respondents with the objective of identifying the determinants of intent and actual usage of telemedicine services. Simple random sampling was used to collect primary data. The data was cleaned and finally a sample of 405 responses complete in all respects was considered for analysis. The questionnaire comprised of 34 items and following the recommendation of Hair et al. (2016), which says the minimum sample size in structural equation modeling should be ten times the number of indicator variables, a sample size of 405 was deemed adequate.

The research paper finds that performance expectancy, attitude, credibility and self-efficacy positively impact the intention of consumers to use telemedicine services. As the effort expectancy or risk perception toward telemedicine increases the intent and actual usage of telemedicine decreases. The intention to use telemedicine emerged as a strong predictor of the actual usage of telemedicine. Intent to use telemedicine was explained 81.4% by its predictors of performance expectancy, effort expectancy, attitude, risk, credibility and self-efficacy, and actual usage was explained 79.9% by its predictors. This study also reports that telemedicine was found to be popular among chronic as well as episodic patients though the preference was skewed in favor of the episodic patients. One of the advantages of telemedicine is its availability round the clock, and the study found that 8 a. m. to 12 noon time slot as the most preferred slot for seeking telemedicine services.

Chang (2004) opined that telemedicine can fulfill the needs of all stakeholders: citizens, health-care consumers, medical doctors and health-care professionals, policymakers, and so on. Considering the promise telemedicine holds, this realm must be studied and leveraged to the full potential. The study found that patients were using telemedicine even for their day-to-day aliments. This indicates a growing popularity of telemedicine and as such an opportunity for telemedicine companies to leverage it. In India, pharmaceutical companies cannot give commercial advertisements for medicines, and the same can only be sold through a registered medical practitioner’s prescription. As such there is total dependency on the medical practitioner for the sale of medicines. Telemedicine companies offer services of home delivering medicines clubbed with medical consultation thus giving them forward integration in their business models. Using telemedicine the patients had control over the timings of the services offered, and as such the waiting time to get a consultation and subsequent treatment was reduced considerably. Best medical advice from across the globe is available to the patient at less cost. Medical practitioners also stand to benefit as they can treat a variety of cases, collaborate among the medical fraternity and give consultation safely in case of fatal contagious diseases.

This study points to a definite growing popularity of telemedicine services not only in episodic patients but also chronic patients. Telemedicine with its unique advantages holds the promise to grow exponentially in the future and is a compelling health-care segment to focus on for delivering health-care solution to the geographically distant consumers.

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Modeling telemedicine consumer behavior amid COVID-19 pandemic10.1108/IJPHM-08-2021-0085International Journal of Pharmaceutical and Healthcare Marketing2024-03-21© 2024 Emerald Publishing LimitedArchana ShrivastavaAshish ShrivastavaInternational Journal of Pharmaceutical and Healthcare Marketingahead-of-printahead-of-print2024-03-2110.1108/IJPHM-08-2021-0085https://www.emerald.com/insight/content/doi/10.1108/IJPHM-08-2021-0085/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Modelling organ donation information adoption among Malaysian youth using the information adoption model (IAM)https://www.emerald.com/insight/content/doi/10.1108/IJPHM-08-2022-0077/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe shortage of organ donors is an under-researched global issue that demands immediate attention. This attention should begin at the government level and related organizations. In Malaysia, the shortage of organ donations has been a pressing issue faced by the Ministry of Health Malaysia (MOH) for a considerable length of time. In reaction to this issue, the MOH deployed the Organ Donation Awareness Strategic Campaign Plan by using the platform of social media to disseminate information regarding organ donation to the public. However, the number of registrations is still low among Malaysians. Moreover, the observation from the literature shows that there are limited studies which have been initiated to focus on social media in the context of organ donation campaigns. The quantitative research design has been used to understand the issue. Three hundred and eighty-four completed questionnaires were collected from the target sample, which comprised university students in Malaysia. For this study, partial least squares structural equation modelling was used for data analysis. The result shows that information usefulness is vital because it will lead individuals to adopt organ donation information on social media. More specifically, predictors that positively influence youth or university students to accept information as useful are visual information, information sharing, accessibility of information, needs of information and attitude towards information. Subsequently, information usefulness positively influences information adoption. In the meantime, information quality and credibility do not significantly affect information usefulness. The findings of this study may assist MOH or interested parties in designing a sound marketing strategy in the context of organ donation promotion by providing empirical evidence. The study provides empirical evidence about information characteristics in the context of organ donation promotion.Modelling organ donation information adoption among Malaysian youth using the information adoption model (IAM)
Faerozh Madli, Stephen Sondoh, Andreas Totu, Ramayah T., Yuzainy Janin, Sharifah Nurafizah Syed Annuar, Tat-Huei Cham
International Journal of Pharmaceutical and Healthcare Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

The shortage of organ donors is an under-researched global issue that demands immediate attention. This attention should begin at the government level and related organizations. In Malaysia, the shortage of organ donations has been a pressing issue faced by the Ministry of Health Malaysia (MOH) for a considerable length of time. In reaction to this issue, the MOH deployed the Organ Donation Awareness Strategic Campaign Plan by using the platform of social media to disseminate information regarding organ donation to the public. However, the number of registrations is still low among Malaysians. Moreover, the observation from the literature shows that there are limited studies which have been initiated to focus on social media in the context of organ donation campaigns.

The quantitative research design has been used to understand the issue. Three hundred and eighty-four completed questionnaires were collected from the target sample, which comprised university students in Malaysia. For this study, partial least squares structural equation modelling was used for data analysis.

The result shows that information usefulness is vital because it will lead individuals to adopt organ donation information on social media. More specifically, predictors that positively influence youth or university students to accept information as useful are visual information, information sharing, accessibility of information, needs of information and attitude towards information. Subsequently, information usefulness positively influences information adoption. In the meantime, information quality and credibility do not significantly affect information usefulness.

The findings of this study may assist MOH or interested parties in designing a sound marketing strategy in the context of organ donation promotion by providing empirical evidence.

The study provides empirical evidence about information characteristics in the context of organ donation promotion.

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Modelling organ donation information adoption among Malaysian youth using the information adoption model (IAM)10.1108/IJPHM-08-2022-0077International Journal of Pharmaceutical and Healthcare Marketing2023-12-19© 2023 Emerald Publishing LimitedFaerozh MadliStephen SondohAndreas TotuRamayah T.Yuzainy JaninSharifah Nurafizah Syed AnnuarTat-Huei ChamInternational Journal of Pharmaceutical and Healthcare Marketingahead-of-printahead-of-print2023-12-1910.1108/IJPHM-08-2022-0077https://www.emerald.com/insight/content/doi/10.1108/IJPHM-08-2022-0077/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Drivers of wearable fitness technology adoption for health care: an investigation through organismic integration and regulatory focus theoryhttps://www.emerald.com/insight/content/doi/10.1108/IJPHM-11-2022-0101/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestIn the prior literature, the motivation to adopt wearable fitness technology (WFT) has been linked with either intrinsic or extrinsic. However, how the subcategories of extrinsic motivations (identified, introjected and external) affect the consumers’ WFT adoption decision remains sparse. Furthermore, do regulatory focus (prevention vs promotion) and gender differences the effects of different motivations on WFT adoption is almost unknown in the health-care marketing literature. This study aims to fill the above-mentioned gap and to unfold the WFT adoption beyond the traditional motivation by incorporating the organismic integration theory (part of self-determined theory) and regulatory focus theory. This study used a questionnaire-based survey. Using the “AMOS” survey, questionnaire responses of 641 respondents were analyzed and validated by using structural equation modeling. All the variables were adopted from the literature. The results show that intrinsic, identified and external motivations have the greatest impact on consumers’ decisions, while introjected motivation was not significant directly. The moderation effects of regulatory focus are significant in such a way that prevention focus influences the introjected motivation and promotion focus affects the external motivation and WFT adoption decision. Furthermore, the findings on gender moderation suggest that women are more intrinsically motivated, and men are more externally motivated for WFT adoption. The new insights and contributions of this study provide a better understanding of WFT adoption and help sellers develop more effective marketing strategies. This study incorporates subcategories of extrinsic motivations to provide a deeper understanding of consumers’ behavior. Furthermore, this study applies a unique framework of organismic integration theory to consumers’ WFT adoption. It is also among very few research that investigate regulatory focus and gender impact on consumers’ WFT adoption.Drivers of wearable fitness technology adoption for health care: an investigation through organismic integration and regulatory focus theory
Syed Waqar Haider, Hammad Bin Azam Hashmi, Sayeda Zeenat Maryam
International Journal of Pharmaceutical and Healthcare Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

In the prior literature, the motivation to adopt wearable fitness technology (WFT) has been linked with either intrinsic or extrinsic. However, how the subcategories of extrinsic motivations (identified, introjected and external) affect the consumers’ WFT adoption decision remains sparse. Furthermore, do regulatory focus (prevention vs promotion) and gender differences the effects of different motivations on WFT adoption is almost unknown in the health-care marketing literature. This study aims to fill the above-mentioned gap and to unfold the WFT adoption beyond the traditional motivation by incorporating the organismic integration theory (part of self-determined theory) and regulatory focus theory.

This study used a questionnaire-based survey. Using the “AMOS” survey, questionnaire responses of 641 respondents were analyzed and validated by using structural equation modeling. All the variables were adopted from the literature.

The results show that intrinsic, identified and external motivations have the greatest impact on consumers’ decisions, while introjected motivation was not significant directly. The moderation effects of regulatory focus are significant in such a way that prevention focus influences the introjected motivation and promotion focus affects the external motivation and WFT adoption decision. Furthermore, the findings on gender moderation suggest that women are more intrinsically motivated, and men are more externally motivated for WFT adoption.

The new insights and contributions of this study provide a better understanding of WFT adoption and help sellers develop more effective marketing strategies.

This study incorporates subcategories of extrinsic motivations to provide a deeper understanding of consumers’ behavior. Furthermore, this study applies a unique framework of organismic integration theory to consumers’ WFT adoption. It is also among very few research that investigate regulatory focus and gender impact on consumers’ WFT adoption.

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Drivers of wearable fitness technology adoption for health care: an investigation through organismic integration and regulatory focus theory10.1108/IJPHM-11-2022-0101International Journal of Pharmaceutical and Healthcare Marketing2024-02-19© 2024 Emerald Publishing LimitedSyed Waqar HaiderHammad Bin Azam HashmiSayeda Zeenat MaryamInternational Journal of Pharmaceutical and Healthcare Marketingahead-of-printahead-of-print2024-02-1910.1108/IJPHM-11-2022-0101https://www.emerald.com/insight/content/doi/10.1108/IJPHM-11-2022-0101/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Progress and trends in healthcare marketing strategy (2018–2022): A descriptive and bibliometric analysis of the Web of Science (WOS) datasethttps://www.emerald.com/insight/content/doi/10.1108/IJPHM-12-2022-0106/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestHealth-care marketing typically entails a coordinated set of outreach and communications designed to attract consumers (patients in the health-care context) who require services for a better health outcome and guide them throughout their health-care journey to achieve a higher quality of life. The purpose of this study is to understand the progress and trends in healthcare marketing strategy (HMS) literature between 2018 and 2022, with a special emphasis on the pre- and post-Covid-19 periods. The authors examine 885 HMS-related documents from the WOS database between 2018 and 2022 that were extracted using a keyword-based search strategy. After that, the authors present the descriptive statistics related to the corpus. Finally, the authors use author co-citation analysis (ACA) and bibliographic coupling (BC) techniques to examine the corpus. The authors present the descriptive statistics as research themes, emerging sub-research areas, leading journals, organisations, funding agencies and nations. Further, the bibliometric analysis reveals the existence of five thematic clusters: Cluster 1: macroeconomic and demographic determinants of healthcare service delivery; Cluster 2: strategies in healthcare marketing; Cluster 3: socioeconomics in healthcare service delivery; Cluster 4: data analytics and healthcare service delivery; Cluster 5: healthcare product and process innovations. This study provides an in-depth analysis of the advancements made in HMS-related research between 2018 and 2022. In addition, this study describes the evolution of research in this field from before to after the Covid-19 pandemic. The findings of this study have both research and practical significance. To the best of the authors’ knowledge, this is the first study of its kind to use bibliometric analysis to identify advancements and trends in HMS-related research and to examine the pattern before and after Covid-19 pandemic.Progress and trends in healthcare marketing strategy (2018–2022): A descriptive and bibliometric analysis of the Web of Science (WOS) dataset
Rohan Kar, Anurag Wasnik
International Journal of Pharmaceutical and Healthcare Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

Health-care marketing typically entails a coordinated set of outreach and communications designed to attract consumers (patients in the health-care context) who require services for a better health outcome and guide them throughout their health-care journey to achieve a higher quality of life. The purpose of this study is to understand the progress and trends in healthcare marketing strategy (HMS) literature between 2018 and 2022, with a special emphasis on the pre- and post-Covid-19 periods.

The authors examine 885 HMS-related documents from the WOS database between 2018 and 2022 that were extracted using a keyword-based search strategy. After that, the authors present the descriptive statistics related to the corpus. Finally, the authors use author co-citation analysis (ACA) and bibliographic coupling (BC) techniques to examine the corpus.

The authors present the descriptive statistics as research themes, emerging sub-research areas, leading journals, organisations, funding agencies and nations. Further, the bibliometric analysis reveals the existence of five thematic clusters: Cluster 1: macroeconomic and demographic determinants of healthcare service delivery; Cluster 2: strategies in healthcare marketing; Cluster 3: socioeconomics in healthcare service delivery; Cluster 4: data analytics and healthcare service delivery; Cluster 5: healthcare product and process innovations.

This study provides an in-depth analysis of the advancements made in HMS-related research between 2018 and 2022. In addition, this study describes the evolution of research in this field from before to after the Covid-19 pandemic. The findings of this study have both research and practical significance.

To the best of the authors’ knowledge, this is the first study of its kind to use bibliometric analysis to identify advancements and trends in HMS-related research and to examine the pattern before and after Covid-19 pandemic.

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Progress and trends in healthcare marketing strategy (2018–2022): A descriptive and bibliometric analysis of the Web of Science (WOS) dataset10.1108/IJPHM-12-2022-0106International Journal of Pharmaceutical and Healthcare Marketing2024-01-01© 2023 Emerald Publishing LimitedRohan KarAnurag WasnikInternational Journal of Pharmaceutical and Healthcare Marketingahead-of-printahead-of-print2024-01-0110.1108/IJPHM-12-2022-0106https://www.emerald.com/insight/content/doi/10.1108/IJPHM-12-2022-0106/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited