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Keywords: Consumer brand engagement
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Journal Articles
Building engagement and trust on Instagram: a netnographic case study of a doctor’s communication strategies
Available to PurchaseWalter 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.
Published: 30 January 2026
... Consumer brand engagement Health services Relationship marketing marks a paradigmatic shift in marketing thought, moving beyond isolated transactions to emphasize the development, maintenance and strengthening of relational exchanges (Morgan and Hunt, 1994). Successful relational marketing depends...
Journal Articles
Purchase intent in social media for healthcare services: the influence of value co-creation, brand equity and engagement
Available to Purchase
International Journal of Pharmaceutical and Healthcare Marketing (2025) 19 (1): 37–50.
Published: 22 July 2024
...Walter Macêdo de Assis; Bruno Vilela Purpose This study aims to analyze the effect of social media marketing (SMM), generated by doctors and dentists, on consumers’ purchase intention, via the influence of the value co-creation perception, brand equity and consumer brand engagement. Additionally...
