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The purpose of this paper is to explore the relationship between organizational learning and patient safety culture in hospital pharmacy settings as determined by the learning organization survey short-form (LOS-27) and pharmacy survey on patient safety culture instruments, and to further explore how dimensions of organizational learning relate to dimensions of pharmacy patient safety culture.

This study is a cross-sectional study. Data were obtained from three public hospital pharmacies and three private hospital pharmacies in Kuwait. Partial least square structural equation modeling was used to analyze the data.

A total of 272 surveys (59.1 percent response rate) were completed and returned. The results indicated a significant positive relationship between organizational learning and patient safety culture in hospital pharmacy settings (path coefficient of 0.826, p-value <0.05 and R² of 0.683). Several dimensions of the organizational learning showed significant links to the various dimensions of the pharmacy patient safety culture. Specifically, training (TRN), management that reinforces learning (MRL) and supportive learning environment (SLE) had the strongest effects on the pharmacy patient safety culture dimensions. Moreover, these effects indicated that MRL, SLE and TRN were associated with improvements in most dimensions of pharmacy patient safety culture.

To the best of the authors’ knowledge, this is the first attempt to assess the relationship between organizational learning, patient safety culture and their dimensions in hospital pharmacy settings.

This study aims to examine the effectiveness (ad attitude, brand attitude and purchase intention) of celebrity endorsement in the form of explicit vs embedded advertising in the context of different new media (digital and social media).

An online experiment was conducted using a 2 (digital media vs social media) × 2 (explicit vs embedded celebrity endorsement) between-subjects design. Participants (n = 137) were exposed to a fictitious piece of online branded content using celebrity endorsement. Four experimental treatments were generated as the authors manipulated the new media and the explicitness of the celebrity endorsement in the ad piece.

The main result highlights that using social media (vs digital media) enhances celebrity endorsement's indirect influence on purchase intention via the serial mediating role of ad attitude and brand attitude, regardless of the explicitness of the message. In terms of the message format, no differences were observed.

The differential power of using celebrities across different new media to promote brands suggests the importance of interactivity in the context of celebrity endorsement. Additionally, the absence of differences in terms of message formats would show that the presence of the celebrity per se has a powerful effect.

Firms using new media to deliver their brand communication, including celebrity endorsements, can better understand the different capabilities of social media and digital media.

In the context in which empirical research equates new media with social media, this study provides an examination of celebrity endorsement assuming the complexity of the celebrity endorsement ion the current scenario: different types of new media and different types of message formats.

Este estudio tiene como objetivo examinar la efectividad (en términos de actitud a la pieza publicitaria, actitud hacia la marca e intención de compra) del celebrity endorsement en la forma de publicidad explícita versus incrustada en el contexto de diferentes tipos de nuevos medios (medios digitales y redes sociales).

Se llevó a cabo un experimento en línea utilizando un diseño between-subjects de 2 (medios digitales vs. redes sociales) × 2 (apoyo explícito vs. incrustado de celebridades). Los participantes (n = 137) fueron expuestos a una pieza online ficticia de contenido de marca en línea que utilizaba celebrity endorsement. Se generaron cuatro tratamientos experimentales, en los cuales los autores manipularon el uso de nuevos medios y el nivel de explicitación del celebrity endorsement en la pieza publicitaria.

Los resultados principales ponen de manifiesto que el uso de las redes sociales (vs. medios digitales) mejora la influencia indirecta del celebrity endorsement en la intención de compra a través del rol de mediación en serie de la actitud hacia la pieza publicitaria y la actitud hacia la marca, independientemente del nivel de explicitación del mensaje. En cuanto al formato del mensaje, no se observaron diferencias.

El poder diferencial del uso de celebridades en diferentes tipos de medios nuevos para promocionar marcas sugiere la importancia de la interactividad en el contexto del celebrity endorsement. Además, la ausencia de diferencias a nivel del formato del mensaje muestra que la presencia de la celebridad per se tiene un efecto relevante.

Según los resultados de los autores, las empresas que utilizan nuevos medios para su comunicación de marca, incluyendo celebrity endorsements, pueden comprender mejor las diferentes capacidades de las redes sociales y los medios digitales.

En un contexto donde la investigación empírica equipara los nuevos medios con las redes sociales, este estudio proporciona un examen del celebrity endorsement considerando la complejidad de la técnica en el actual escenario: diferentes tipos de nuevos medios y diferentes tipos de formatos de mensajes.