Thesis supervisor: Zsolt Polereczki
Location of studies: University of Debrecen, Faculty of Economic and Business Abbreviation of location of studies: DEGTK
Description of the research topic:
NCD diseases are serious problem in the Asian region as well. The SMEs that are working on the health markets have to understand the health motivations and drivers of the consumers and their communication strategy should be based on these information. The research focuses on SMEs working in the health industry concentrating on the Asean countries’ market. The research based on the promotion awareness approach focusing on the communication effectiveness with special regard to the social media. The reason of this focus is the rapidly growing rate of the mobile devices in Asean countries that justifies the clearing up the role of this media type. The geographical area of the survey is Indonesia, Yogyakarta region.