2023
DOI: 10.1108/ijphm-07-2022-0066
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Assessing the mediating role and multiple group analysis in physicians’ habit persistence toward prescribing behavior using SmartPLS software

Mohsen Ali Murshid,
Zurina Mohaidin,
Mohammad Zayed
et al.

Abstract: Purpose Although there is evidence that the efforts of pharmaceutical marketing exert a positive and significant influence on physician prescription decisions, the specific mechanisms by which this impact occurs remain uncertain. To address this issue, this study aims to investigate whether the physician’s habit persistence may explain the relationship between marketing efforts such as brand attributes and drug promotion and prescribing behavior. This study also explores whether there was any significant diffe… Show more

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Cited by 4 publications
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