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Industrie pharmaceutique et communautés virtuelles des consommateurs : quel design pour ces nouvelles plateformes d’engagement du domaine de la santé ?

Author

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  • Intissar Abbes
  • Marwa Rahmouni

Abstract

The purpose of this study is to better understand the effect of virtual Peer-to-Peer Problem Solving communities (P3) on the commitment and intent of brand loyalty in the health field. A quantitative study of 305 members of the community ?Pains Say No? by Sanofi pharmaceutical company is conducted. The effect of the characteristics of this community on the commitment of its members and their intention of loyalty is evaluated. The results reveal that only the quality of the information, the virtual interactivity, the rewards system and the pleasure of the experience influence the commitment to the community. On the other hand, only the quality of the information has a direct positive influence on the commitment to the brand. Finally, the indirect influence of the virtual interactivity and pleasure of the experience on the commitment and intent of brand loyalty has been proven. JEL Codes: M31

Suggested Citation

  • Intissar Abbes & Marwa Rahmouni, 2021. "Industrie pharmaceutique et communautés virtuelles des consommateurs : quel design pour ces nouvelles plateformes d’engagement du domaine de la santé ?," Innovations, De Boeck Université, vol. 0(3), pages 177-202.
    • Handle: RePEc:cai:inndbu:inno_pr2_0103
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    Keywords

    Peer-to-Peer Problem Solving (P3) Communities; Pharmaceutical Industry; Health Products and Services; Design Platform; Commitment;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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