Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference
 EMAC 2024 Annual
 EMAC 2024 Regional Conference

EMAC 2024 Annual


INFLUENTIAL OPINION LEADERS: SHAPING HEALTHCARE BRAND PERCEPTIONS AND ENHANCING MEDICATION ADHERENCE ON SOCIAL MEDIA
(A2024-119425)

Published: May 28, 2024

AUTHORS

Lena Griset, Edhec Business School; Loick MENVIELLE, Edhec Business School; Rupanwita DASH, Edhec Business School

ABSTRACT

This research study delves deeply into the influential role of key opinion leaders (KOLs) in shaping consumer attitudes towards healthcare brands, with a specific focus on their impact on therapeutic compliance and the correct usage of medication. The study employed an online survey, targeting a sample size of 313 social media users, to evaluate the response of participants who were tasked with assessing a post made by a KOL healthcare professional on Instagram. The main objective was to measure the effect of this post on the participants’ adherence to treatment. The findings of our study revealed a significant relation between medication adherence and the followers’ positive attitudes towards KOLs. This correlation was particularly strong in relation to perceived homophily, which is the tendency of individuals to associate and link them with others. The results underscore the power of favorable attitudes influenced by KOLs in directly contributing to improved medication practices among their followers. In essence, the study highlights the potential of KOLs in the healthcare sector to positively influence consumer behavior, particularly in relation to medication adherence. The findings suggest that leveraging the influence of KOLs could be a viable strategy for healthcare brands to improve therapeutic compliance and proper drug usage among consumers. This could ultimately lead to improved health outcomes and patient satisfaction.