Ahmed Ibrahim Eldesouky <br/><br/>
Analyzing the impact of environmental variables of marketing driven mobile content :   An Applied study on pharmaceutical products = دراسة تأثير المتغيرات البيئية على تمرير المحتوى الفيروسى عبر المحمول الموجة بالتسويق : بالتطبيق على المنتجات الدوائية /  
 دراسة تأثير المتغيرات البيئية على تمرير المحتوى الفيروسى عبر المحمول الموجة بالتسويق :   بالتطبيق على المنتجات الدوائية 
Ahmed Ibrahim Eldesouky ; Supervised Eldessouki Hamed AbouZaid 
 - Cairo :   Ahmed Ibrahim Eldesouky ,   2017 
 - 135 Leaves ;   30cm 
<br/><br/>Thesis (Ph.D.) - Cairo University - Faculty of Commerce - Department of Business Administration 
<br/><br/> This study endeavors to incorporate power distance and uncertainty avoidance as cultural variable moderators into an extended model of technology acceptance (TAM) to measure to what extent Egyptian pharmacists and Egyptian pharmaceutical companies can accept and adopt the  mobile E-detailing application as a new technology. Two studies had been conducted; one for pharmaceutical companies' managers and the other for Egyptian pharmacists. Results indicated that 77.6% of Egyptian pharmacists and 74.6% of pharmaceutical companies' managers accepted mobile E-detailing application as a new technology, the relationships between the model variables were  found to be positive and significant. On the contrary to the studies expectations, cultural values did  not moderate the relationship between the subjective norms and the intention to understand the acceptance of the mobile E-detailing application. The study provides some recommendations that  can help Egyptian pharmaceutical companies in lowering promotional expenditure, strengthen the  communication and relationships with pharmacists in a more efficient manner, and provide the  information and the awareness to pharmacists to reduce medication errors 
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<br/><br/><label>Subjects--Index Terms: </label>Environmental variables  Marketing driven mobile  Pharmaceutical products