Purpose: This paper aims to explore the influence of marketing investment on drug diffusion processes, to analyze the heterogeneity of the diffusion characteristics and to understand the drug diffusion patterns in the prescription and over-the-counter (OTC) markets. Design/methodology/approach:...

Purpose: This study explores the factors influencing the value of enterprise social media (ESM) from the perspective of compatibility. Establishing a theoretical model based on compatibility theory, the authors examine the effects of two dimensions of compatibility and the mediating effects of...