Scott Rader, Charles; Subhan, Zahed; D. Lanier, Clinton; … - In: International Journal of Pharmaceutical and Healthcare … 8 (2014) 2, pp. 193-225
Purpose – The purpose of this paper is to assess the state of the art in social media and pharmaceutical marketing through empirical analysis of online consumer conversations. Proliferation of social media has significantly changed traditional one-way, marketing-controlled communications....