Manifold-Marketing : a new marketing archetype for the information age, applied to the adoption of oral contraceptives and other drugs by end-users
| Main Author: | |
|---|---|
| Publication Date: | 2013 |
| Other Authors: | , |
| Format: | Article |
| Language: | eng |
| Source: | Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) |
| Download full: | http://hdl.handle.net/11067/941 |
Summary: | Lusíada. Economia & empresa. - ISSN 1645-6750. - S. 2, n. 17 (2013). - p. 59-80. |
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Manifold-Marketing : a new marketing archetype for the information age, applied to the adoption of oral contraceptives and other drugs by end-usersContraceptivos orais - Marketing - PortugalMarketing na internet - PortugalRedes sociais na internet - Aspectos psicológicosAutomedicação - PortugalLusíada. Economia & empresa. - ISSN 1645-6750. - S. 2, n. 17 (2013). - p. 59-80.Taking into account the new communication paradigm of Social Media this paper proposes an original marketing archetype for the information age named by the authors as “Manifold-Marketing”. The conducted study explores the contribution of participating in social networks on the Internet for the adoption process of oral contraceptives (OCs) and other drugs by their end users. Empirical data for this research was collected from a sample of 1162 respondents of a target population formed by Portuguese women, current or potential users of OCs who had reached a level of college education. The results obtained after applying a package of statistical techniques involving descriptive statistics, nonparametric tests and multivariate analysis show that the use of the Internet as well as the participation in the social network Facebook can contribute to the adoption process of OCs. Market segments which are relevant to pharmaceutical marketing were identified based on criteria that associate the information and communication technologies (ICT) with the adoption process of OCs carried out by the consumers themselves. This study also demonstrates that the adoption model and segmentation proposed can be generalized to other markets in the health sector. Considering the obtained results and the proposed "Manifold Marketing", innovative pharmaceutical marketing guidelines are presented.2014-07-10T14:59:09Z2014-07-102013-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/11067/941http://hdl.handle.net/11067/941eng1645-6750Rodrigues, Dário Elias Félix de Oliveira, 1963-Lopes, José Álvaro da Cruz de Assis, 1947-Tavares, Jorge Manuel Santos Freireinfo:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2025-05-01T01:45:26Zoai:repositorio.ulusiada.pt:11067/941Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-29T06:41:52.048501Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse |
| dc.title.none.fl_str_mv |
Manifold-Marketing : a new marketing archetype for the information age, applied to the adoption of oral contraceptives and other drugs by end-users |
| title |
Manifold-Marketing : a new marketing archetype for the information age, applied to the adoption of oral contraceptives and other drugs by end-users |
| spellingShingle |
Manifold-Marketing : a new marketing archetype for the information age, applied to the adoption of oral contraceptives and other drugs by end-users Rodrigues, Dário Elias Félix de Oliveira, 1963- Contraceptivos orais - Marketing - Portugal Marketing na internet - Portugal Redes sociais na internet - Aspectos psicológicos Automedicação - Portugal |
| title_short |
Manifold-Marketing : a new marketing archetype for the information age, applied to the adoption of oral contraceptives and other drugs by end-users |
| title_full |
Manifold-Marketing : a new marketing archetype for the information age, applied to the adoption of oral contraceptives and other drugs by end-users |
| title_fullStr |
Manifold-Marketing : a new marketing archetype for the information age, applied to the adoption of oral contraceptives and other drugs by end-users |
| title_full_unstemmed |
Manifold-Marketing : a new marketing archetype for the information age, applied to the adoption of oral contraceptives and other drugs by end-users |
| title_sort |
Manifold-Marketing : a new marketing archetype for the information age, applied to the adoption of oral contraceptives and other drugs by end-users |
| author |
Rodrigues, Dário Elias Félix de Oliveira, 1963- |
| author_facet |
Rodrigues, Dário Elias Félix de Oliveira, 1963- Lopes, José Álvaro da Cruz de Assis, 1947- Tavares, Jorge Manuel Santos Freire |
| author_role |
author |
| author2 |
Lopes, José Álvaro da Cruz de Assis, 1947- Tavares, Jorge Manuel Santos Freire |
| author2_role |
author author |
| dc.contributor.author.fl_str_mv |
Rodrigues, Dário Elias Félix de Oliveira, 1963- Lopes, José Álvaro da Cruz de Assis, 1947- Tavares, Jorge Manuel Santos Freire |
| dc.subject.por.fl_str_mv |
Contraceptivos orais - Marketing - Portugal Marketing na internet - Portugal Redes sociais na internet - Aspectos psicológicos Automedicação - Portugal |
| topic |
Contraceptivos orais - Marketing - Portugal Marketing na internet - Portugal Redes sociais na internet - Aspectos psicológicos Automedicação - Portugal |
| description |
Lusíada. Economia & empresa. - ISSN 1645-6750. - S. 2, n. 17 (2013). - p. 59-80. |
| publishDate |
2013 |
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2013-01-01T00:00:00Z 2014-07-10T14:59:09Z 2014-07-10 |
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info:eu-repo/semantics/publishedVersion |
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1645-6750 |
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