Abstract
The rapidly growing digital economy necessitates the importance of present marketing practices, as well as a necessary redesign of the marketing prospectus in line with the promising results and commercial requirements of the twenty-first century. In order to understand what drives individuals to purchase medicines and healthcare products online despite the existence of retail pharmacies, the article investigates the impact of digital marketing on the sale of online medicines and healthcare products. This study shows that digital marketing has a bright future in the current industry and that customers are influenced to purchase medicines and healthcare products online by digital direct marketing, discounts, and offers.
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