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

Simple item page
dc.contributor.authorEnyinda, Chris I.
dc.contributor.authorOgbuehi, Alphonso O.
dc.contributor.authorHamouri, Suhair
dc.date.accessioned2021-04-06T12:24:44Z
dc.date.available2021-04-06T12:24:44Z
dc.date.issued2013
dc.description.abstractPharmaceutical 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.en_US
dc.identifier.citationEnyinda, 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.pdfen_US
dc.identifier.urihttp://hdl.handle.net/20.500.12519/374
dc.identifier.urihttps://decisionsciences.org/wp-content/uploads/2017/11/p671953.pdf
dc.language.isoenen_US
dc.publisherDecision Science Instituteen_US
dc.relationAuthors Affiliations : Chris I. Enyinda, Canadian University of Dubai, UAE; Alphonso O. Ogbuehi, Clayton State University; Suhair Hamouri, Canadian University of Dubai, UAE
dc.relation.ispartofseries2013 Annual Meeting of the Decision Sciences Institute Proceedings;
dc.rightsPermission to reuse abstract has been secured from Dr. Suhair Hamouri.
dc.subjectRelationship Marketing Tacticsen_US
dc.subjectAHPen_US
dc.subjectSensitivity Analysisen_US
dc.subjectSocial Mediaen_US
dc.titleAnalytic Hierarchy Process and Sensitivity Analysis Approach for Social Media Impact on Pharmaceutical Relationship Marketing Tacticsen_US
dc.typeConference Paperen_US

Files

Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
Access Instruction 374.pdf
Size:
101.9 KB
Format:
Adobe Portable Document Format
Description:
Download

Collections

Marketing