The Impact of Tacit Knowledge Sharing on Personal Marketing Effectiveness among Physicians: A Case Study of a Sample of Specialist Doctors across Various Provinces in Algeria.

Abstract

The study aims to investigate the impact of tacit knowledge sharing on personal marketing effectiveness from the perspective of physicians. It was conducted on a purposive sample of 50 doctors from various provinces in Algeria, including Ouargla, El Oued, Tipaza, Blida, and Algiers. The descriptive-analytical approach was employed, utilizing both field study methods and data collection through a questionnaire. Statistical analysis was performed using SPSS version 26. Additionally, personal, computer-assisted, and telephone interviews were conducted to support the study findings. The study concluded with several key results, including high levels of both tacit knowledge sharing and personal marketing effectiveness among the sampled physicians, with a moderately negative correlation between them. Moreover, there was a significant effect of tacit knowledge sharing as an independent variable on personal marketing as a dependent variable, mediated through dimensions such as capturing and imparting tacit knowledge. Additionally, there were statistically significant differences in the responses of the sample doctors regarding personal marketing effectiveness attributed to their demographic and professional variables (gender, age, specialization, seniority).