Considerations and implications of social media and the integration thereof in the sales and marketing process: a pharmaceutical perspective

dc.contributor.advisorGoldman, Michael
dc.contributor.emailichelp@gibs.co.zaen_ZA
dc.contributor.postgraduateBotha, Hannelie
dc.date.accessioned2015-05-22T11:57:12Z
dc.date.available2015-05-22T11:57:12Z
dc.date.created2015-03-24
dc.date.issued2014en_ZA
dc.descriptionDissertation (MBA)--University of Pretoria, 2014.en_ZA
dc.description.abstractThe effective integration of social media into the sales and marketing process for pharmaceutical companies can be complex. The complexity is further increased by the regulatory limitations (Code of marketing practice) within the industry as well as other considerations. This research explores some of these considerations and implications for social media integration. Further, the research determines the value of social capital as well as the process for social media engagement. The study surveyed three pharmaceutical companies in different stages of social media integration. A heterogeneous sample was selected to include diverse characteristics because the topic is still new within the pharmaceutical environment. A qualitative multiple case study method was selected which included interviews, direct observations and document reviews. Despite regulatory limitations, the findings provide insights for other industries with possible considerations for social media integration into sales and marketing. This is complemented by the Social Capital Theory that states that social media adds value. The issues of adverse event reporting and how to measure the return on investment remain a challenge. In conclusion, the engagement and management of social media processes is not easy to implement; therefore a four-phased process for social media engagement is proposed as a framework that allows easy integration.en_ZA
dc.description.availabilityUnrestricteden_ZA
dc.description.departmentGordon Institute of Business Science (GIBS)en
dc.description.librarianpagibs2015en_ZA
dc.identifier.citationBotha, H. (2014). Considerations and implications of social media and the integration thereof in the sales and marketing process: a pharmaceutical perspective (MBA mini-dissertation).Gordon Institute of Business Science, University of Pretoria. Retrieved from http://repository.up.ac.za/handle/2263/1818en_ZA
dc.identifier.urihttp://hdl.handle.net/2263/45237
dc.language.isoenen_ZA
dc.publisherUniversity of Pretoriaen_ZA
dc.rights© 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoriaen_ZA
dc.subjectUCTD
dc.subjectPharmaceutical industryen_ZA
dc.subjectSocial mediaen_ZA
dc.subjectSales promotionen_ZA
dc.subjectMarketingen_ZA
dc.subjectQualitative researchen_ZA
dc.titleConsiderations and implications of social media and the integration thereof in the sales and marketing process: a pharmaceutical perspectiveen_ZA
dc.typeMini Dissertationen_ZA

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