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- Manifold-Marketing:a new marketing archetype for the information age, applied to the adoption of oral contraceptives and other drugs by end-usersPublication . Rodrigues, Dario; Lopes, José; Tavares, JorgeTaking into account the new communication paradigm of Social Media this paper proposes an original marketing archetype for the information age named by the authors as “ManifoldMarketing”. The conducted study explores the contribution of participating in social networks on the Internet for the adoption process of oral contraceptives (OCs) and other drugs by their end users. Empirical data for this research was collected from a sample of 1162 respondents of a target population formed by Portuguese women, current or potential users of OCs who had reached a level of college education. The results obtained after applying a package of statistical techniques involving descriptive statistics, nonparametric tests and multivariate analysis show that the use of the Internet as well as the participation in the social network Facebook can contribute to the adoption process of OCs. Market segments which are relevant to pharmaceutical marketing were identified based on criteria that associate the information and communication technologies (ICT) with the adoption process of OCs carried out by the consumers themselves. This study also demonstrates that the adoption model and segmentation proposed can be generalized to other markets in the health sector. Considering the obtained results and the proposed "Manifold Marketing", innovative pharmaceutical marketing guidelines are presented.
- Cyberethics of E-Business social networkingPublication . Rodrigues, DarioThe digital technologies open a virtual world where making successful business over the Internet and especially on social networks imply unusual ethical dilemmas. This chapter will seek to handle this problem, characteristic of the information age, highlighting ethical challenges surrounding the participation in a new electronic dimension which quickly became ubiquitous. In the same line of the marketing model entitled “Marketing-mix”, a new mnemonical model is presented. This model will be designated as “Cyberethics -mix”, and is composed by four elements, all of them having the initial letter "P". These elements represent the following ethical issues that should be carefully taken into account when practicing business on the Internet: 1. Property of intellectual rights over digitized contents; 2. Precision of the content and data made available on the www; 3. Possibility to access the on-line information flow; 4. Privacy of personal data on Internet networking.