Affiliate Marketing and the Symbiotic Relationship in the Pharma Industry

Title

Affiliate Marketing and the Symbiotic Relationship in the Pharma Industry

Creator

Banerjee J.; Kiran P.; Vasudevan M.; Krishna Kishore S.V.

Description

The objective of the study is to understand the dynamic relationship between customers and the healthcare industry giants in the Indian context. The purpose revolves around how the consumer is benefitting and at the same time, how the indirect third-party affiliates also earn marginal profits along with serving the customers. The study is backed by both primary and secondary data, which were collected from 173 individuals from various fields through a questionnaire. The convenience sampling method was used to select the respondents, and the Technology Acceptance Model (TAM) was used to propose the model for the study. There exists a parallel symbiotic relationship between consumers, pharmaceutical companies, and affiliates. The application of this research can be put to use for the startups, which want to explore and excel in this industry along with the future researchers who want to forecast and study the progress of the pharma companies in the long run. The empirical evidence of this paper highlights a unique relationship between affiliates, the pharma sector, and customers, which drives customer buying behavior and a combination that has not been explored yet. The study provides a unique understanding of how feedback from customers in third-party applications can benefit and produce huge profit margins down the line. 2025 Apple Academic Press, Inc.

Source

Pharma Marketing and Pharmacoeconomics: Opportunities, Challenges, and the Way Forward, pp. 53-70.

Date

2024-01-01

Publisher

Apple Academic Press

Subject

Affiliate marketing; Customer purchase behavior; Healthcare; Mentality; Privacy; Security

Coverage

Banerjee J., School of Business, Manipal Academy of Higher Education, Dubai, United Arab Emirates; Kiran P., School of Business and Economics, Westminister International University, Tashkent, Uzbekistan; Vasudevan M., School of Business and Management, CHRIST (Deemed to be University), Bangalore, India; Krishna Kishore S.V., School of Business and Management, CHRIST (Deemed to be University), Bangalore, India

Rights

Restricted Access

Relation

ISBN: 978-104010624-2; 978-177491686-5

Format

Online

Language

English

Type

Book chapter

Identifier

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85216014164&partnerID=40&md5=33b13288ddf9bd7c349e95ba0d52b11a