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