IDEAS home Printed from https://ideas.repec.org/a/vrs/hjobpa/v13y2022i2p132-149n6.html
   My bibliography  Save this article

The impact of healthcare advertising on consumers regarding the choice of private hospitals in Dubai

Author

Listed:
  • Coşa Oana Ștefania

    (Valahia University of Targoviste, 13 Aleea Sinaia, Targoviste, Romania)

  • Radu Florin

    (Valahia University of Targoviste, 13 Aleea Sinaia, Targoviste, Romania)

  • Pehoiu Diana

    (Valahia University of Targoviste, 13 Aleea Sinaia, Targoviste, Romania)

  • Tăbîrcă Alina Iuliana

    (Valahia University of Targoviste, 13 Aleea Sinaia, Targoviste, Romania)

  • Radu Valentin

    (Valahia University of Targoviste, 13 Aleea Sinaia, Targoviste, Romania)

Abstract

This study sets out to review and contribute to the writings on healthcare advertising. In order to do so, the research’s main purpose is to depict aspects such as, how individuals in Dubai perceive healthcare advertising and advertising done by private hospitals. This will help marketers understand how these perceptions will further impact consumers’ choices of hospitals, as their main healthcare facilities in Dubai. Moreover, the study is sought to address several points such as healthcare delivery systems in Dubai and respective characteristics, economic expansion, and nonetheless brief examination of advertising implications in this industry. Also, a few concepts on marketing and communications, as well as some advertising theories are portrayed. Besides this, a more detailed literature review explores the beginnings of healthcare and hospital advertising and tracks consumers’ input toward hospital advertising throughout time. The study’s literature review also depicts the ethics and moral principles that surround healthcare advertising. In this way, the study approaches some points that with time have improved healthcare providers’ image and nevertheless changed their marketing practices and services into more sophisticated ones.

Suggested Citation

  • Coşa Oana Ștefania & Radu Florin & Pehoiu Diana & Tăbîrcă Alina Iuliana & Radu Valentin, 2022. "The impact of healthcare advertising on consumers regarding the choice of private hospitals in Dubai," HOLISTICA – Journal of Business and Public Administration, Sciendo, vol. 13(2), pages 132-149, December.
    • Handle: RePEc:vrs:hjobpa:v:13:y:2022:i:2:p:132-149:n:6
    DOI: 10.2478/hjbpa-2022-0020
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/hjbpa-2022-0020
    Download Restriction: no
    File URL: https://libkey.io/10.2478/hjbpa-2022-0020?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Ganesh Iyer & David Soberman & J. Miguel Villas-Boas, 2005. "The Targeting of Advertising," Marketing Science, INFORMS, vol. 24(3), pages 461-476, May.
    2. Nelson, Philip, 1974. "Advertising as Information," Journal of Political Economy, University of Chicago Press, vol. 82(4), pages 729-754, July/Aug..
    3. Grigorescu Adriana & Lincaru Cristina & Pîrciog Speranta & Chiţescu Razvan-Ion, 2019. "Competitiveness and sustainable development in public services," Management & Marketing, Sciendo, vol. 14(1), pages 108-129, March.
    4. Florin Radu & Valentin Radu & Mirela Cătălina Turkeș & Oana Raluca Ivan & Alina Iuliana Tăbîrcă, 2022. "A research of service quality perceptions and patient satisfaction: Case study of public hospitals in Romania," International Journal of Health Planning and Management, Wiley Blackwell, vol. 37(2), pages 1018-1048, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sharon Horsky, 2006. "The Changing Architecture of Advertising Agencies," Marketing Science, INFORMS, vol. 25(4), pages 367-383, 07-08.
    2. Lynne Pepall & Daniel Richards, 2021. "Targeted Value-Enhancing Advertising and Price Competition," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 59(3), pages 443-459, November.
    3. Cui, Xin & Ji, Xinyuan & Meng, Wei & Song, Qi, 2023. "Product market competition and corporate advertising expenditure: Evidence from a natural experiment," Research in International Business and Finance, Elsevier, vol. 64(C).
    4. Qiaowei Shen & J. Miguel Villas-Boas, 2018. "Behavior-Based Advertising," Management Science, INFORMS, vol. 64(5), pages 2047-2064, May.
    5. Kaifu Zhang & Zsolt Katona, 2012. "Contextual Advertising," Marketing Science, INFORMS, vol. 31(6), pages 980-994, November.
    6. Yuxin Chen & Qihong Liu, 2022. "Signaling Through Advertising When an Ad Can Be Blocked," Marketing Science, INFORMS, vol. 41(1), pages 166-187, January.
    7. Simon P. Anderson & Régis Renault, 2013. "The Advertising Mix for a Search Good," Management Science, INFORMS, vol. 59(1), pages 69-83, April.
    8. Soberman, David A. & Xiang, Yi, 2022. "Designing the content of advertising in a differentiated market," International Journal of Research in Marketing, Elsevier, vol. 39(1), pages 190-211.
    9. Chun (Martin) Qiu & Demetrios Vakratsas & Filippo Dall’Olio, 2019. "Advertising Originality Decisions in Competition," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 6(1), pages 13-25, June.
    10. Dmitri Kuksov & Ron Shachar & Kangkang Wang, 2013. "Advertising and Consumers' Communications," Marketing Science, INFORMS, vol. 32(2), pages 294-309, March.
    11. Dmitri Kuksov, 2007. "Brand Value in Social Interaction," Management Science, INFORMS, vol. 53(10), pages 1634-1644, October.
    12. repec:dau:papers:123456789/12407 is not listed on IDEAS
    13. Bharat Anand & Ron Shachar, 2009. "Targeted advertising as a signal," Quantitative Marketing and Economics (QME), Springer, vol. 7(3), pages 237-266, September.
    14. Peitz, Martin & Reisinger, Markus, 2014. "The Economics of Internet Media," Working Papers 14-23, University of Mannheim, Department of Economics.
    15. Nitin Mehta & Xinlei (Jack) Chen & Om Narasimhan, 2008. "Informing, Transforming, and Persuading: Disentangling the Multiple Effects of Advertising on Brand Choice Decisions," Marketing Science, INFORMS, vol. 27(3), pages 334-355, 05-06.
    16. Onesun Steve Yoo & Rakesh Sarin, 2018. "Consumer Choice and Market Outcomes Under Ambiguity in Product Quality," Marketing Science, INFORMS, vol. 37(3), pages 445-468, May.
    17. Fluet, Claude & Garella, Paolo G., 2002. "Advertising and prices as signals of quality in a regime of price rivalry," International Journal of Industrial Organization, Elsevier, vol. 20(7), pages 907-930, September.
    18. Kyle Bagwell & Garey Ramey, 1988. "Advertising and Limit Pricing," RAND Journal of Economics, The RAND Corporation, vol. 19(1), pages 59-71, Spring.
    19. Del Barrio-García, Salvador & Kamakura, Wagner A. & Luque-Martínez, Teodoro, 2019. "A Longitudinal Cross-product Analysis of Media-budget Allocations: How Economic and Technological Disruptions Affected Media Choices Across Industries," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 1-15.
    20. Thunström, Linda & Nordström, Jonas & Shogren, Jason F., 2015. "Certainty and overconfidence in future preferences for food," Journal of Economic Psychology, Elsevier, vol. 51(C), pages 101-113.
    21. J. K. Pappalardo, 2022. "Economics of Consumer Protection: Contributions and Challenges in Estimating Consumer Injury and Evaluating Consumer Protection Policy," Journal of Consumer Policy, Springer, vol. 45(2), pages 201-238, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:hjobpa:v:13:y:2022:i:2:p:132-149:n:6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.