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Still, BP's digital ad spending signifies the increasingly important role of Internet information channels.
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The existence of both 'substitute' and 'complementary' effects between the doctor and the Internet as information channels is not at all conflicting.
Mr. Zhu's nationally televised apology, highly unusual for a Chinese leader, reflected the extent to which the government's attempts to contain conflicting accounts of the blast had been undermined by citizens' rapidly spreading access to the Internet and other information channels and by an increasingly self-assertive press.
It seems that more can be done to improve parent-child communication as friends and the Internet are not the best information channels.
However, the use of the Internet as an information channel for health issues is growing not only in younger age groups, but also in elders too, a group where chronic diseases are prevalent.
New information channels, such as the Internet and social media, offer an opportunity for innovative interventions and delivery of health-related education to the chronically ill.
In fact, they both indicate that the level of concordance achieved during the consultation is likely to define whether or not individuals will seek for further information channels, such as the Internet.
Considered together these findings point to the possible explanation that the doctor and the Internet may sometimes be seen by patients as 'complementary', rather than alternative, information channels.
These might be more important information channels for those user groups that are not using the internet regularly.
Instead, the Internet and the doctor are likely to be seen as complementary, rather than alternative, information channels.
Social media may fragment information channels.
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