Consumers Attitudes toward Using Direct-ToConsumer Advertising Tools for Prescription Drugs and Their Impact on Consumers Awareness Amman - Jordan اتجاهات المستهلكين نحو استخدام أدوات الاعلان المباشر للمستهلك اللادوية الموصوفة وأثرها على وعي المستهلكين عمان - الاردن

العقيلي, روند سامي (2019) Consumers Attitudes toward Using Direct-ToConsumer Advertising Tools for Prescription Drugs and Their Impact on Consumers Awareness Amman - Jordan اتجاهات المستهلكين نحو استخدام أدوات الاعلان المباشر للمستهلك اللادوية الموصوفة وأثرها على وعي المستهلكين عمان - الاردن. Masters thesis, جامعة الشرق الاوسط.

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Abstract

Purpose: The purpose of the current study is to investigate the Consumers Attitudes toward Using Direct-To-Consumer Advertising Tools for Prescription Drugs and their Impact on Consumers Awareness Design/methodology/approach: This study considered as a descriptive analytical, study as well as, cause/effect study. The data collected from 412 patients who have Diabetes, in Amman, Jordan. After confirming normality, validity and reliability of the tool, the descriptive analysis used to describe the responses, then correlation between variables was carried out, and finally multiple regressions used to test the hypothesis. Findings: The result of the study shows that the respondents agree on medium implementation of Attitudes toward Broadcast sub-variables. Moreover, result shows that the respondents agree on medium implementation of Attitudes toward Using Printed, Result also shows that the respondents agree on medium to high implementation of Attitudes toward social media, Result also shows the relationship between Consumers Attitudes toward Using Direct-To-Consumer Advertising Tools and consumer Awareness is very strong. Finally, the regression of the three independent variables of consumers’ attitudes toward Using Direct-To-Consumer Advertising Tools impact of dependent variable consumer Awareness, Since R2 is 42.5% then the consumers’ attitudes toward Using Direct-To-Consumer Advertising Tools can explain 42.5% of variance on consumer Awareness variable. Keywords: Using Direct-To-Consumer Advertising Tools, Consumers Awareness.

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