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The present article is aimed at answering the fundamental hypothesis that the buying decision for ENT (Ear Nose Throat) children prescribed drugs and the choice of doctors are influenced to a great extent by the parents’ use of mobile media communications. Authors have done a qualitative exploratory research as an in-depth interview with parents having children between 0 and 10 years of age, who are actively under an ENT treatment scheme. The results are showing that frequent users of mobile media communication software perceive the use of the software as being very easy and at hand, having the availability to communicate with the ENT doctor. The treatments prescribed by the doctor are validated before other suggestions received from the acquaintances, family etc. and alternative drugs, from the point of view of the active substances, are sought in a differentiated manner, especially if prescribed drugs are seen as having undesirable side effects on children.

MOBILE MEDIA COMMUNICATIONS’ INFLUENCE UPON PURCHASE DECISIONS IN THE CASE OF ENT DRUGS FOR CHILDREN AND ON THE CHOICE OF DOCTORS