Business

Medical prescription

Mathematics

Advertising

World Wide Web

Marketing

Political science

Psychology

Affect (linguistics)

Geometry

Over-the-counter

Decree

Computer science

Social media

Product (mathematics)

Communication

Medicine

Pharmacology

Procedia Computer Science

In 2015, the Egyptian health authorities released a decree with a clear definition for over the counter medications. The decree allowed pharmaceutical companies to advertise their products directly to consumers via different advertising channels. The main objective of this research is to help pharmaceutical marketers in Egypt to better understand the factors that affect Egyptian consumers' purchase intention. We advertised a cold and flu product as an example of over the counter product (OTC) using a Facebook advertising application. We then analyzed the data and we found that the Electronic Word of Mouth (E-WOM) had the highest percentage in affecting the consumer's decisions. The strongest E-WOM factors were the sharing tool, followed by friends' likes, and comments.

Understanding The Factors Driving Consumers’ Purchase Intention of Over The Counter Medications Using Social Media advertising In Egypt