الفهرس 
Analyzing the impact of environmental variables of marketing driven mobile content
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Abstract
This study endeavors to incorporate power distance and uncertainty avoidance as cultural variable moderators into an extended model of technology acceptance (TAM) to measure to what extent Egyptian pharmacists and Egyptian pharmaceutical companies can accept and adopt the mobile E-detailing application as a new technology. Two studies had been conducted; one for pharmaceutical companies’ managers and the other for Egyptian pharmacists. Results indicated that 77.6% of Egyptian pharmacists and 74.6% of pharmaceutical companies’ managers accepted mobile E-detailing application as a new technology, the relationships between the model variables were found to be positive and significant. On the contrary to the studies{u2019} expectations, cultural values did not moderate the relationship between the subjective norms and the intention to understand the acceptance of the mobile E-detailing application. The study provides some recommendations that can help Egyptian pharmaceutical companies in lowering promotional expenditure, strengthen the communication and relationships with pharmacists in a more efficient manner, and provide the information and the awareness to pharmacists to reduce medication errors