Analytic Hierarchy Process and Sensitivity Analysis Approach for Social Media Impact on Pharmaceutical Relationship Marketing Tactics

Date
2013
Authors
Enyinda, Chris I.
Ogbuehi, Alphonso O.
Hamouri, Suhair
Journal Title
Journal ISSN
Volume Title
Publisher
Decision Science Institute
Abstract
Pharmaceutical relationship marketing (PRM) bodes well with the social media environment. Pharmaceutical industry can build and maintain relationships with consumers through social media. Firms that leverage social media to enhance their PRM tactics will be viewed favorably in terms of trust, transparency, openness, and honesty. This paper explores the sensitivity analysis (SA) of PRM tactics within the social media environment using analytic hierarchy process (AHP) approach. Results revealed customer engagement as the most important PRM tactic, followed by communication, and trust. The performance SA carried out on the PRM tactics showed that the ranking associated with social media channel options remained robust or insensitive to small perturbations.
Description
This conference paper is not available at CUD collection. The version of scholarly record of this conference is published in 2013 Annual Meeting of the Decision Sciences Institute Proceedings (2021), available online at: https://decisionsciences.org/wp-content/uploads/2017/11/p671953.pdf
Keywords
Relationship Marketing Tactics, AHP, Sensitivity Analysis, Social Media
Citation
Enyinda, C.I., Ogbuehi, A.O. & Hamouri, S. (2013). Analytic Hierarchy Process and Sensitivity Analysis Approach for Social Media Impact on Pharmaceutical Relationship Marketing Tactics. 2013 Annual Meeting of the Decision Sciences Institute Proceedings, 1-18. https://decisionsciences.org/wp-content/uploads/2017/11/p671953.pdf
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