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Journal Articles

Building engagement and trust on Instagram: a netnographic case study of a doctor’s communication strategies

Walter Macêdo de Assis, Flavia Meneguelli Ribeiro Setubal, Marcelo Moll Brandão, Bruno Vilela, Maria Clara de Oliveira Leite

International Journal of Pharmaceutical and Healthcare Marketing 1–18.

https://doi.org/10.1108/IJPHM-06-2025-0109

Published: 30 January 2026

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Journal Articles

Purchase intent in social media for healthcare services: the influence of value co-creation, brand equity and engagement

Walter Macêdo de Assis, Bruno Vilela

International Journal of Pharmaceutical and Healthcare Marketing (2025) 19 (1): 37–50.

https://doi.org/10.1108/IJPHM-06-2023-0057

Published: 22 July 2024

View article titled, Purchase intent in social media for healthcare services: the influence of value co-creation, brand equity and engagement

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