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Procedia Computer Science 164 (2019) 698–705 www.elsevier.com/locate/procedia

CENTERIS - International Conference on ENTERprise Information Systems / ProjMAN -

CENTERIS
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on Project on ENTERprise
MANagement / HCist -Information Systems
International / ProjMAN
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International Conference on Project
and Social Care MANagement / HCistand
Information Systems - International
TechnologiesConference on Health
and Social Care Information Systems and Technologies

Understanding The Factors Driving Consumers’ Purchase Intention

Understanding The Factors Driving Consumers’ Purchase Intention
of Over The Counter Medications Using Social Media advertising
of Over The Counter Medications Using Social Media advertising
In Egypt
In Egypt
(A Facebook advertising application for cold and Flu products)
(A Facebook advertising application for cold and Flu products)
Nermeen Mekawiea* Aly Hanyb
Nermeen Mekawiea* Aly Hanyb
a
Assistant Professor, Head of Business Information Systems dept, Arab Academy for Science Technlogy and Maritime Transport,
a
Assistant Professor, Head of Business InformationP.O. Box 2033,
Systems Cairo,Academy
dept, Arab Egypt for Science Technlogy and Maritime Transport,
b
Pharmacist, Maastricht School ofP.O.
Management
Box 2033, –Cairo,
Netherlands,
Egypt , P.O. Box 11535, Cairo, Egypt
b
Pharmacist, Maastricht School of Management – Netherlands, , P.O. Box 11535, Cairo, Egypt

Abstract
Abstract
In 2015, the Egyptian health authorities released a decree with a clear definition for over the counter medications. The decree
In 2015,pharmaceutical
allowed the Egyptian health authorities
companies released
to advertise a decree
their with
products a cleartodefinition
directly consumersforviaover the counter
different medications.
advertising channels.The
Thedecree
main
allowed pharmaceutical
objective of this research companies to pharmaceutical
is to help advertise their products
marketersdirectly to consumers
in Egypt to better via differentthe
understand advertising channels.
factors that affect The main
Egyptian
objective ofpurchase
consumers' this research is toWe
intention. helpadvertised
pharmaceutical marketers
a cold and in Egypt
flu product as antoexample
better understand
of over thethe factors
counter that affect
product (OTC)Egyptian
using a
consumers'advertising
Facebook purchase intention.
application.WeWe advertised a coldthe
then analyzed anddata
fluand
product as anthat
we found example of over the
the Electronic Wordcounter product
of Mouth (OTC) using
(E-WOM) had thea
Facebook advertising
highest percentage in application.
affecting theWeconsumer’s
then analyzed the dataThe
decisions. and strongest
we found E-WOM
that the Electronic Word
factors were theofsharing
Mouth (E-WOM) had the
tool, followed by
highest likes,
friends' percentage in affecting the consumer’s decisions. The strongest E-WOM factors were the sharing tool, followed by
and comments.
friends' likes, and comments.
© 2019 The Authors. Published by Elsevier B.V.
© 2019
© 2019
This The
is an Authors.
open
The Published
accessPublished
Authors. by Elsevier
article under
by Elsevier B.V.
the CC BY-NC-ND
B.V. license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
This
This is an open
is an open
Peer-review access
access
under article under the
article underofthethe
responsibility CC BY-NC-ND
CCscientific
BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
license
committee (http://creativecommons.org/licenses/by-nc-nd/4.0/)
of the CENTERIS - International Conference on ENTERprise
Peer-review under responsibility of the scientific committee of the CENTERIS -International Conference on ENTERprise
Peer-review under responsibility
Information Systems / ProjMAN of the scientificConference
– International committee on of Project
the CENTERIS
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Information
Health and Systems
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Health and Social Care Information Systems and Technologies
Keywords: Digital Marketing; Direct to consumer advertising; Electronic word of mouth; E.Pharmamarketing: Facebook; Facebook
advertising;
Keywords: Over the counter
Digital drugs; Pharmaceutical
Marketing; advertisings;
Direct to consumer Pharmaceutical
advertising; Electronicindustry;
word ofPharmaceutical marketing, SocialFacebook;
mouth; E.Pharmamarketing: media Facebook
advertising; Over the counter drugs; Pharmaceutical advertisings; Pharmaceutical industry; Pharmaceutical marketing, Social media

*
Corresponding author. Tel.: +201001718233;
*
Corresponding nermeen.magdi@aast.edu
E-mail address:author. Tel.: +201001718233;
E-mail address: nermeen.magdi@aast.edu

1877-0509 © 2019 The Authors. Published by Elsevier B.V.

This is an open
1877-0509 access
© 2019 Thearticle under
Authors. the CC BY-NC-ND
Published license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
by Elsevier B.V.
1877-0509
Peer-review
This ©under
is an open2019 Thearticle
access Authors.
responsibility Published
of
under by Elsevier
the scientific
CC BY-NC-ND B.V.
committee of the
license CENTERIS - International Conference on ENTERprise Information Systems /
(http://creativecommons.org/licenses/by-nc-nd/4.0/)
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ProjMAN
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ENTERprise Information
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Systems and Technologies
Information Systems and Technologies.
10.1016/j.procs.2019.12.238
 Nermeen Mekawie et al. / Procedia Computer Science 164 (2019) 698–705 699
2 Author name / Procedia Computer Science 00 (2019) 000–000

1. Introduction

At the end of 2015, the Egyptian health authorities released a decree with a clear definition for over the counter
drugs. The decree also allowed pharmaceutical companies to advertise its product directly to consumers through
different channels after being revised and approved by health authorities.
The vast spreading of the internet gave the consumers access to huge information resources and applications
among which are the social media applications. Different pharmaceutical companies started advertising their
products to the Egyptian consumers through different social media platforms. Companies started to create pages and
advertise their products through Facebook (FB) as one of the most popular social media platforms.
The challenge that faces pharmaceutical companies is the lack of knowledge of what drive the Egyptian
consumers’ to online purchasing of pharmaceutical products. Therefore, this research aims to help marketers in
pharmaceutical companies to understand the factors behind the consumers’ decisions using a FB advertising
application of an OTC cold and flu product as our model.

1.1. Theoretical Evolution

Different studies and theories offered an explanation to the determinants of purchase intention of products in
general and through social media in specific. The process of busing includes detection of a certain need (Problem
definition), the search for different choices (Information search), the comparison of the available choices
(Evaluation of alternatives), and the buying decision (Product choice). Subsequently, consumers evaluate their
buying choices (Outcomes) [1]. Martin Fishbein and Icek Ajzen are the creators of the reasoned action (TRA) theory
to discover, predict and understand people’s behavior (Fig. 01). The theory assumes that humans’ behaviors are
derived by already existing intentions; these intentions are shaped by two factors which are attitudes and subjective
norms. Those attitudes are highly affected by the inside motivation and the opinions of others [2]. However, the
TRA theory didn't justify the reasons why the consumers voluntarily buy a product without any external coercion.
Thus, Ajzen developed the theory of called the planned behavior (TBP) which considered the perceived
behavioral control as another factor that affects the consumer decision. In this theory, they explained the reason
behind the behaviors that are not under complete volitional control [3].
Fred Davis presented the technology acceptance model in 1986. Technology acceptance model explains the TRA
with a technological approach. The theory defines two variables that affect the acceptance of users to a certain
technology. The first variable is the perceived ease of use (PEOU) and the second variable is the perceived
usefulness which means [4].
User acceptance of information technology (UTAT) defines the different dependents and moderating variables
that affect the use of new technologies (Fig. 02). These variables are the performance expectancy, the effort
expectancy, the social influence and the facilitating conditions influenced by voluntariness of use, the experience,
the age, and gender [5].

Figure 01: Theory of reasoned action with items affecting the attitude and subjective norms
700 Nermeen Mekawie et al. / Procedia Computer Science 164 (2019) 698–705
Author name / Procedia Computer Science 00 (2019) 000–000 3

Figure 02: The unified theory of acceptance and use of technology

1.2. Literature review

Attitude towards FB advertising is one of the major factors affecting the purchasing decision. Consumers with a
positive attitude about a product are expected to take actions that show their positive attitude, and thus are expected
to: behave positively to social media advertising; purchase brands promoted on social media, or search for extra data
[6]. The hedonic feature is an influential effect on FB stickiness. Trust is another critical factor influencing the
stickiness to FB. FB users can be divided into two clusters. The first cluster has high trust in FB and their main
motive to stick to FB is social. The second cluster has low trust in FB and their main motive to stick to FB is
entertainment [7]. FB has a variety of applications and features such as FB groups, newsfeeds reviews, events.
These features enable companies to have an interactive relationship with their customers. Advertising messages
offered by brands through FB advertisings have an enforcing attitudinal stimulus on purchase intentions [8].
Benefit awareness of FB advertising is another factor that affects purchase intention. There is a relationship
between health care awareness using consumer advertising and consumers’ decisions’ making. However, there is no
clear relationship between the consumers’ decision making and their economical level [9]. A study showed that the
use of antidepressant drugs increased by patients who suffer from depression after their exposure to magazines and
TV antidepressant drugs advertisings. Moreover, patients who suffer from severe levels of depression showed higher
responses to advertisings [10].
Another study by Deshpande and coworker showed that consumers’ had a positive opinion on consumer
advertising. Consumers appreciated information regarding the products’ side effects and benefits. Moreover,
consumers valued the information explaining the products' side effects more than those explaining their benefits
[11].
Corporate reputation affects purchase intention. A study showed that reputation is the main success sign of any
corporate to fulfill their customers’ needs. Customers’ satisfaction has an explicit influence on corporate reputation.
The good reputation is translated to customers’ loyalty and word of mouth [12]. Corporates with excellent
reputations own qualities that encourage the customers’ trust and thus motivate the consumer to continue buying
their products [13]. Moreover, corporate reputation plays an important function in the clear association between
consumers’ reaction to social media advertising and their behavioral responses [14].
Celebrity endorsement is another factor that affects consumers’ decision. There is a direct positive relationship
between brand trustworthiness and customer-based brand equity. Celebrity endorsement enhances brand equity
indirectly by improving the brand's trustworthiness [15]. The selection criteria of celebrities used in brands
advertising should consider four elements: appeal, expertise, credibility, and the harmonization between the image
of the brand and the celebrity. Accordingly using celebrities’ endorsement in advertising will increase brands’ first
trial, enhance brand recall, raise brand equity and improve purchase [16].
Lastly, the electronic word of mouth is a crucial factor affecting the purchase intention. There are seven
functional building blocks for social media. Those seven blocks are the identity (age, gender, marital status, etc.),
the conversation, the sharing, the presence, the relationships, the reputation, and the groups [17].
Social media enables people to communicate with each other and give their opinions and feedback about
products, brands, and companies. These conversations are shaping the market place. The timing, rate and the content
 Nermeen Mekawie et al. / Procedia Computer Science 164 (2019) 698–705 701
4 Author name / Procedia Computer Science 00 (2019) 000–000

of these conversations are out of companies' control. Accordingly, marketers should learn how to guide these
conversations to match their companies’ missions and objectives [18]. The number of followers of a brand page is
considered as one of the most important success markers in social network sites (SNS). SNS users can receive data
about a certain brand from different resources like advertising or friend recommendations. Users are most like to
subscribe or join a certain brand page if one of his friends has already joined this page or recommended this page to
them [19]. Activities performed on FB brand pages have a recognizable effect on brand economic performance.
Users activities performed on FB brand pages have a positive effect on users’ brand awareness, word of mouth
activities and buying decisions. On the other hand, negative word of mouth and excessive posting of brands ads may
have a negative effect [20]. There are two main possible viewers of branded content on FB; first, Followers who
have already “liked” the brand, second, friends of those followers who may receive impressions or shares from their
follower friends [21]. Homophily has a critical influence on FB user's activities. Users who are similar in their
attitude and interests are more likely to interact on FB regardless of their social connections. FB users are more
likely to like items or brands that reflect their inner selves and their social believes. These liked self-expressive
brands are more likely to improve social network promotion and increase the word of mouth [22].

2. RESEARCH METHODOLOGY

2.1. Sampling method, study design, and research model

A total of 210 Egyptian volunteers were included in this cross-sectional study using a non-probability sampling
method from an overall population of 30 million. All the volunteers were adults (over 18 years) who had an active
FB account. Snowballing sampling technique was used to select volunteers. The independent variables in our
theoretical research model included the participants’ attitude toward Facebook advertising, the benefit awareness of
Facebook advertisings (Ads), the corporate reputation, the celebrity endorsement, and the E-WOM (shares,
comments, likes, and friends’ likes). The dependent variable is the Egyptian consumers’ purchase intention
determinants of Cold and Flu products advertised through Facebook.
The independent variables for our proposed research model for the E-WOM (shares, comments, likes, and
friends’ likes) and the dependent variable is the Egyptian consumers’ purchase intention determinants of Cold and
Flu products advertised through Facebook.

2.2. Data Collection

A closed-ended online Questionnaire was used. Then, the Likert scale was used to assess the different variables
[23]. A pilot study was organized before launching the application and five questions were modified by the
researcher.
The online questionnaire was managed through https://kwiksurveys.com/, and the questionnaire was sent to
participants by email, FB, LinkedIn, and WhatsApp. The survey was launched on the 3rd of December, 2017 and
ended on the 20th of December, 2017 with a total duration of 17 days.

2.3. Data Analysis

Sample sizes larger than 30 and less than 500 are appropriate for most researches as proposed by Roscoe (1975).
The sample size should be ten times or more the number of variables [24].
Descriptive data were analyzed using frequency tables, and descriptive statistics. All data were tested for
normality by Kolmogorov-Smirnov and Shapiro-Wilk tests.
Spearman's Rho (Non-Parametric) correlation test was executed to test the relationship between variables and to
indicate its direction.
A stepwise regression test was executed to define the effect on independent variables on the dependent variables.
The regression test was executed for all independent variables and then executed for the components of the E-WOM
(Likes, Friends' likes, comments, and shares) individually.
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3. RESULTS

A total of 44% of the participants were females and 56% were males. Participants were divided according to their
age into one of the following strata: between 18-24 years (11.4%), between 25-34 years (49%), o between 35-44
years (33.8%), between 44-55 years (3.8%), and above 55 years (1.9%).
Regarding educational status: 2.4% finished high school or below, 66.7% were bachelor degree holders, 21.9%
were Master’s degree holders, 5.7% were diploma holders and 3.3% were Ph.D. holders.
Regarding participant’s FB log-in status: 16.7% of log in once daily, 51% log in more than three times daily,
23.3% are always online, 1.4% log in three times a week, and 7.6% don't log into their accounts frequently.
A total of 90% of the participants log into FB via their cellphones, 8.1% log into their accounts on FB via their
personal computers, and 1.9% log into FB via their tablet.
The normality testing showed a significant difference for all variables was < 0.05; accordingly, non-parametric
tests were used (Table 01).
There was a significant positive relationship between E-WOM (likes, Friends’ likes, comments, and share) and
the purchasing decision. While there was a negative relationship between attitude towards FB advertisements and
the intention of purchasing decision (Table 02).
The ANOVA testing of the overall regression model indicated that the model was accepted statistically as the
significance of the F statistics was less than 0.05 which indicated that the variation described by the model was not
by chance (Table 03). E-WOM was the only significant factor affecting the purchasing decision of cold and Flu
medication on FB.
The ANOVA testing for the components of the E.WOM indicated that the model was accepted statistically as the
significance of the F statistics was less than 0.05 and this indicated that the variation described by the model was not
by chance. R square is the coefficient of the determinants. It showed that 29.7% of the variation in the dependent
variables was explained by the model (Table 04).
The strongest E-WOM factor affecting the purchasing decision was: sharing, followed by friends' likes, and lastly
the comments. While likes from unknown people did not have a clear effect on the consumers’ purchasing decision.

Table 01: Test of normality results/ test of correlation between dependent and independent variables:
Test of normality
Kolmogorov-Smirnova Shapiro-Wilk
Statistic df Sig. Statistic df Sig.
Attitude towards FB advertisings .142 210 .000 .957 210 .000
Benefits awareness .136 210 .000 .959 210 .000
Corporate Reputation .138 210 .000 .973 210 .000
Celebrity Endorsement .128 210 .000 .961 210 .000
Health Care professional .154 210 .000 .937 210 .000
"Likes" on FB advertising .165 210 .000 .935 210 .000
Friends’ Likes .142 210 .000 .939 210 .000
"Comment" posting in FB .123 210 .000 .961 210 .000
"Sharing" on FB .122 210 .000 .967 210 .000
Purchase intention from FB .145 210 .000 .938 210 .000
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6 Author name / Procedia Computer Science 00 (2019) 000–000

Table 02: Test of correlation between dependent and independent variables (N=210)
Independent variables Correlation Coefficient Sig. (2-tailed)
Attitude towards social media -0.151* 0.028
Benefits awareness -0.021- 0.760
Corporate Reputation -0.071- 0.309
Celebrity Endorsement 0.032 0.641
Health Care professional 0.023 0.737
Likes" on FB advertising 0.227** 0.001
Friends Sharing 0.375** 0.000
Comment posting on FB 0.370** 0.000
Sharing on FB 0.441** 0.000
E-WOM 0.433** 0.000
**. Correlation is significant at the 0.01 level (2-tailed), *. Correlation is significant at the 0.05 level (2-tailed).

Table 03: Stepwise regression model for all independent variables:

Model summary .R R square Adjusted R square Std. error of the estimate
01 0.505a 0.255 0.251 0.6215
ANOVA
Model 01 Sum of squares df Mean squares F Sig.
Regression 27.474 1 27.474 71.136 0.000 a
Residual 80.333 208 0.386
Total 107.807 209 .
a. Predictors: (Constant), EWOM, b. Dependent Variable: Purchase Intention from FB
Coefficients
Unstandardized coefficients Standardized coefficients t Sig.
Model 01
B Std. error Beta
Constant 1.284 0.229 5.617 0.000
E-WOM 0. 567 0.067 0.505 8.434 0.000
a. Dependent Variable: Purchase Intention from FB
Excluded Variables
Beta in t Sig. Partial correlation Co-linearity
Model
Statistics/Tolerance
Attitude towards FB -0.115a -1.938 0.054 -0.134 0.999
advertising
Benefits awareness -0.016a -0.266 0.791 -0.018 0.993
Corporate reputation -0.029a -0.483 0.630 -0.034 0.999
Celebrity endorsement 0.032a 0. 526 0.599 0.037 0.997
Predictors in the Model: (Constant), E-WOM, b. Dependent Variable: Purchase Intention from FB
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Author name / Procedia Computer Science 00 (2019) 000–000 7

Table 04: Stepwise regression model for the E.WOM components (Likes, Friends’ Likes, Shares, and
Comments):
Model summary .R R square Adjusted R square Std. error of the estimate
01 0.545a 0.297 0.283 0.6079
a. Predictors: (Constant), "Sharing" on Facebook, "Likes" on Facebook advertising, "Comment" posting on
Facebook, (Friends Sharing)
ANOVA
Model 01 Sum of squares df Mean squares F Sig.
Regression 32.040 4 8.010 21.672 0.000 a
Residual 75.768 205 0.370
Total 107.807 209 .
a. Predictors: (Constant), "Sharing" on Facebook, "Likes" on Facebook advertising, "Comment" posting on
Facebook, (Friends Sharing), b. Dependent Variable: Purchase Intention from FB
Coefficients
Unstandardized coefficients Standardized coefficients t Sig.
Model 01
B Std. error Beta
Constant 1.208 0.227 5.327 0.000
"Likes" on Facebook -.061 0.062 -0.074 -0.980 0.328
advertising
Friends’ Likes 0.230 0.074 0.248 3.105 0.002
"Comment" posting on 0.150 0.065 0.166 2.289 0.023
Facebook
“Sharing" on Facebook 0.270 0.075 0.289 3.591 0.000
a. Dependent Variable: Purchase Intention from FB

4. DISCUSSION

In this cross-sectional study, 210 adult participants were included. Participants responded to a standardized
questionnaire using FB advertising application. The objective of the study was to better determine the factors that
derive the purchase intention of the consumers. A cold and flu medication was used as an example for OTC
medications. In our study, the E-WOM (sharing, friends’ likes, and comments) was the only significant factor
affecting the purchasing decision of cold and Flu medications on FB. This is consistent with previous studies that
found E-WOM to be among the strongest influencers on consumer purchasing decisions [22].
On the other hand, our study showed that there was no significant correlation between consumers’ purchasing
decision and participants’ attitude towards FB advertising, benefits awareness, corporate reputation, and celebrity
endorsement (table 06). This is inconsistent with previous studies that showed a positive correlation between the
purchasing decisions and those factors [11, 13, 16].
The limitation faced this study included: the use of one kind of OTC medication (cold and flu OTC), the
theoretical framework was limited only to FB users, Egyptian market and the variable included in the model.
In conclusion, the strongest E-WOM factor affecting the purchase intention of cold and flu products was the
sharing, followed by friends’ likes and the comments. Likes from unknown people did not affect the purchasing
decision of the cold and flu medication used in this model using FB advertisings.

5. Recommendations

Marketers of OTC drugs should focus on mobile advertisings as the secondary data from this study stated that
nearly 90% of the FB users log into their accounts through mobiles.
The content and advertisings should be updated regularly as the secondary data of our study stated that over 90%
of the FB users log into their accounts at least once daily.
E-WOM is a very powerful tool that can be used to increase the purchase intention of OTC drugs for products
advertised in FB accordingly, marketers should focus on encouraging customers to express their feelings towards
 Nermeen Mekawie et al. / Procedia Computer Science 164 (2019) 698–705 705
8 Author name / Procedia Computer Science 00 (2019) 000–000

shared content by using the Like feature, share their experiences by reviewing and commenting, and share their
advertisings and posts to reach a wider population of users.

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