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

dc.contributor.author Enyinda, Chris I.
dc.contributor.author Ogbuehi, Alphonso O.
dc.contributor.author Hamouri, Suhair
dc.date.accessioned 2021-04-06T12:24:44Z
dc.date.available 2021-04-06T12:24:44Z
dc.date.issued 2013
dc.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 en_US
dc.description.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. en_US
dc.identifier.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 en_US
dc.identifier.uri http://hdl.handle.net/20.500.12519/374
dc.identifier.uri https://decisionsciences.org/wp-content/uploads/2017/11/p671953.pdf
dc.language.iso en en_US
dc.publisher Decision Science Institute en_US
dc.relation Authors Affiliations : Chris I. Enyinda, Canadian University of Dubai, UAE; Alphonso O. Ogbuehi, Clayton State University; Suhair Hamouri, Canadian University of Dubai, UAE
dc.relation.ispartofseries 2013 Annual Meeting of the Decision Sciences Institute Proceedings;
dc.rights Permission to reuse abstract has been secured from Dr. Suhair Hamouri.
dc.subject Relationship Marketing Tactics en_US
dc.subject AHP en_US
dc.subject Sensitivity Analysis en_US
dc.subject Social Media en_US
dc.title Analytic Hierarchy Process and Sensitivity Analysis Approach for Social Media Impact on Pharmaceutical Relationship Marketing Tactics en_US
dc.type Conference Paper en_US
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