ABSTRACT
Consumer purchasing patterns has been affected by COVID-19 health Crisis. Thus, companies must adapt to this change by focusing on understanding the different variables affecting the post pandemic purchase intentions of consumers. Therefore, the basic objective of this study is the development of an integrated framework to investigate the impact of the colors used for products on online advertisement and the consumer personality on the purchase intention of customers in the context of post pandemic. This study will also focus on highlighting the moderating role of age and gender on the relationship between the three constructs. Data were collected from customers of 53 Moroccan textile companies operating in the E-commerce industry. The data was analyzed, and the theoretical model was validated using Partial least square (PLS) and structural equation model (SEM). The findings show that: the color of the product displayed in the advertisement has a high impact on the purchase intention of consumers;the personality of the consumer impact positively the purchase intention of the consumer, and finally, color of the product displayed on the advertisement has a bigger impact on the purchase intention of young people than old people while age doesn't have any significant impact on the relationship between personality and purchase intention. The contribution of this study is to emphasize the roles of understanding the use of colors in advertising and the personality of the consumer, during the post pandemic, on consumer purchasing intention, for companies to innovate and differentiate their offered advertisements to meet the needs and survive the crisis. © 2022 International Consortium for Electronic Business. All rights reserved.
ABSTRACT
COVID-19 outbreak has affected the customers’ preferences and purchasing patterns as a result of the restrictive regulations taken by governments. Thus, service companies must adapt to this change by focusing on innovation as a solution to survive this crisis. Therefore, the basic objective of this study is the development of an integrated framework to investigate the impact of digital marketing and customization on service innovation in the context of the COVID-19 crisis. Data were collected from 53 Moroccan companies operating in the healthcare services industry. The data was analyzed, and the theoretical model was validated using Partial least square (PLS) and structural equation model (SEM). The findings show that: integration of digital marketing improves service innovation;customization of service offerings improves service innovation;customization has a higher impact on service innovation compared to digital marketing;and finally, customization has a significant effect on digital marketing. The contribution of this study is to emphasize the roles of customization and digital marketing, during the COVID-19 crisis, on companies’ service innovation so that they can differentiate their offered services and survive the current crisis. © 2021 International Consortium for Electronic Business. All rights reserved.
ABSTRACT
Background/Introduction: Vaccines against COVID-19 have been shown to be effective in reducing the severity, mortality, and spread of COVID-19 infections [1]. The safety of the vaccines currently used in Morocco has been well established [2], but like any other health products, they are likely to cause adverse events. Objective/Aim: To describe the epidemiological and clinical characteristics of patients who presented with adverse events following immunization (AEFI) against COVID-19 vaccines at the University Hospital (UH) of Marrakesh. Methods: Descriptive study including the reports of AEFI received at the pharmacovigilance unit of the Mohammed VI UH of Marrakesh from the vaccination unit of the UH and its different departments, over a period of 4 months and a half (February 1st-June 15th, 2021). The epidemiological and clinical characteristics of these patients were noted. Results: A total of 62 reports were received, 80.65% of which came from the UH vaccination unit dedicated to its staff. Thus, the percentage of vaccinated staff having developed AEFIs is 2.6% (out of a total number of vaccinated personnel = 1930). The notifications received from the various departments that hospitalized cases of AEFI and from health centers represented 19.35%. There was clear female predominance in our series (72.58%). The most represented age groups were 18-34 years (35.48%) and 55-70 years (20.97%). However, age information was not included in 24.19% of the reports. Among our patients, 35.48% had a pathological history, with diabetes and hypertension being the mostly observed (36.36% and 31.82%, respectively) and 17.74% of them were on concomitant medications of which 22.73% and 13.64% were on antihypertensive and oral antidiabetic drugs, respectively. The most reported adverse events were general disorders and administration site conditions and nervous system disorders (30.00% and 24.29%, respectively) with different onset times [the most observed ones were 1-24 h (37.86%) and < 1 h (26.43%)]. The patient outcome was good in 91.37% of cases. All our patients were vaccinated with the AstraZeneca™ vaccine. The events occurred after the first dose in 87.10% of cases. Conclusion: We have tried through this work to elucidate the epidemiological and clinical features of the patients who have developed AEFIs in our facility, in order to identify the affected patients' backgrounds and to have an orientation on eventual risk factors.