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EMAC 2021 Annual Conference


Exploring customer’s attitude of direct-to-consumer advertising of prescription drugs in social media
(A2021-93943)

Published: May 25, 2021

AUTHORS

Carmen Perez-Cabañero, Universitat de Valencia; Enrique Bigne, Universitat de Valencia; Luisa Andreu, University of Valencia

ABSTRACT

This research explores consumers’ perceptions of direct-to-consumer advertising of prescription drugs in social media based on Ducoffe’s model (1995) while considering trust in social media as an additional antecedent of attitude towards direct advertising. The set of the proposed relationships also include the impact of advertising value on trust and attitude towards direct-to-consumer advertising of prescription drugs in social media. Results confirm all the relationships proposed except from the contribution of irritation to advertising value. Thus, in the context of advertising prescription drugs in social media, consumers’ trust in social media is a relevant antecedent of attitude that should be considered in order to increase communications efficacy.

REFERENCES

This research has been partially supported by the Spanish Ministry of Science and Innovation (ID grant number: PID2019-111195RB-I00)