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Building effective pharmaceutical pr...

Sewak, Saurabh Shripad.

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Building effective pharmaceutical product websites: Assessing media and interactivity effects in pharmaceutical promotion.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Building effective pharmaceutical product websites: Assessing media and interactivity effects in pharmaceutical promotion./
Author:	Sewak, Saurabh Shripad.
Description:	142 p.
Notes:	Source: Dissertation Abstracts International, Volume: 63-10, Section: B, page: 4620.
Contained By:	Dissertation Abstracts International63-10B.
Subject:	Health Sciences, Pharmacy. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3069123
ISBN:	0493886389

Building effective pharmaceutical product websites: Assessing media and interactivity effects in pharmaceutical promotion.
Sewak, Saurabh Shripad.

Building effective pharmaceutical product websites: Assessing media and interactivity effects in pharmaceutical promotion. - 142 p.

Source: Dissertation Abstracts International, Volume: 63-10, Section: B, page: 4620.

Thesis (Ph.D.)--The University of Mississippi, 2002.

The use of the Internet for providing pharmaceutical product-specific information is growing. Recently, attempts have been made to assess the effectiveness of the Web compared to tradition media like print. Research in the area of persuasion has provided evidence about how various factors influence persuasion. As such, research in this area is used for investigating the effects of medium (print and Web) and interactivity (present and absent) on consequents like persuasion, knowledge acquisition, and judgments of information reliability and relevance following exposure to a fictitious product-information message. A between-subjects, full-factorial design consisting of 4 treatment cells [2 (print and web) x 2 (interactive and non-interactive)] was employed in this research. College students were randomly assigned to these treatment cells. Medium and interactivity were independent variables and persuasion, knowledge, and judgments of information reliability and relevance were dependent measures. A total of 140 responses were collected yielding a balanced design with 35 observations per treatment cell. ANOVA results for the effects of medium and interactivity on persuasion and knowledge indicated that the interaction between the independent variables was not significant in both analyses. Follow-up analyses for persuasion effects indicated that media and interactivity might not play a significant role in post-exposure persuasion. In testing knowledge effects, results indicated that knowledge levels might not be significantly different when identical messages were delivered via print or Web media. Additionally, knowledge acquisition in these media may not differ irrespective of the interactivity in these media. In the test for effects of media and interactivity on reliability judgments, the interaction was significant. Follow-up analyses, however, did not indicate any significant simple effects. In sum, it seems that differences in media and interactivity may not influence judgments of information reliability and relevance. However, judgments of reliability (Beta = 0.22, <italic>p</italic> < 0.05) and relevance (Beta = 0.26, <italic>p</italic> < 0.05) seem to be the only significant predictors of persuasion in a model that also included medium, interactivity product information importance and interactivity importance. Results of this research seem to indicate that media-attributes may not play a sufficient role in attaining desired promotional objectives of persuasion and knowledge acquisition.

ISBN: 0493886389Subjects--Topical Terms:

1017737
Health Sciences, Pharmacy.

Building effective pharmaceutical product websites: Assessing media and interactivity effects in pharmaceutical promotion.
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502 $a Thesis (Ph.D.)--The University of Mississippi, 2002.
520 $a The use of the Internet for providing pharmaceutical product-specific information is growing. Recently, attempts have been made to assess the effectiveness of the Web compared to tradition media like print. Research in the area of persuasion has provided evidence about how various factors influence persuasion. As such, research in this area is used for investigating the effects of medium (print and Web) and interactivity (present and absent) on consequents like persuasion, knowledge acquisition, and judgments of information reliability and relevance following exposure to a fictitious product-information message. A between-subjects, full-factorial design consisting of 4 treatment cells [2 (print and web) x 2 (interactive and non-interactive)] was employed in this research. College students were randomly assigned to these treatment cells. Medium and interactivity were independent variables and persuasion, knowledge, and judgments of information reliability and relevance were dependent measures. A total of 140 responses were collected yielding a balanced design with 35 observations per treatment cell. ANOVA results for the effects of medium and interactivity on persuasion and knowledge indicated that the interaction between the independent variables was not significant in both analyses. Follow-up analyses for persuasion effects indicated that media and interactivity might not play a significant role in post-exposure persuasion. In testing knowledge effects, results indicated that knowledge levels might not be significantly different when identical messages were delivered via print or Web media. Additionally, knowledge acquisition in these media may not differ irrespective of the interactivity in these media. In the test for effects of media and interactivity on reliability judgments, the interaction was significant. Follow-up analyses, however, did not indicate any significant simple effects. In sum, it seems that differences in media and interactivity may not influence judgments of information reliability and relevance. However, judgments of reliability (Beta = 0.22, <italic>p</italic> < 0.05) and relevance (Beta = 0.26, <italic>p</italic> < 0.05) seem to be the only significant predictors of persuasion in a model that also included medium, interactivity product information importance and interactivity importance. Results of this research seem to indicate that media-attributes may not play a sufficient role in attaining desired promotional objectives of persuasion and knowledge acquisition.
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