Asking a doctor versus referring to the Internet : a comparison study on consumers' reactions to DTC (direct-to-consumer) prescription drug advertising
Year of publication: |
July-September 2018
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Authors: | Jiang, Pingjun |
Published in: |
Health marketing quarterly. - Philadelphia, Pa. : Taylor & Francis, ISSN 0735-9683, ZDB-ID 639428-0. - Vol. 35.2018, 3, p. 209-226
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Subject: | DTC advertising | prescription drug advertising | consumers’ actions | asking a doctor | referring to the Internet | Arzneimittel | Pharmaceuticals | Werbung | Advertising | Direktmarketing | Direct marketing | Internet | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Pharmaindustrie | Pharmaceutical industry | Ärzte | Physicians | Electronic Commerce | E-commerce | Online-Marketing | Internet marketing |
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