Ethical Perspectives: Bioethical Considerations in Marketing and Publicity Strategies for Pharmaceutical Content on Short Video Platforms

Linh Tran
LimKokWing University, Cyberjaya 63000, Selangor, Malaysia.

DOI:https://doi.org/10.5912/jcb2216

Abstract:

The purpose of the study is to analyse the biological consideration in the publicity and marketing strategies for the pharmaceutical content on short video platforms from ethical perspectives. This study examines the impact of bioethics and social media content on the pharmaceutical awareness with the mediating role played by marketing strategies and moderating role played by online communication. The research method of the study is quantitative, and the researcher has collected data by adopting a questionnaire-based survey. Data has been analysed statistically with the help of a statistical software Smart PLS. Findings of the study revealed that bioethics and social media content significantly influence marketing strategies and pharmaceutical awareness, similarly marketing strategies and online communication has a significant impact on pharmaceutical awareness. The mediation of marketing strategies has been accepted as well as the moderation of online communication is significant.