Understanding the socioeconomic dimensions of antibiotic resistance: a critical marketting perspective of healthcare stakeholders.

Objective: To explore the socioeconomic dimensions of antimicrobial resistance, emphasising the risks associated with imprudent use of antibiotics and the consequent emergence of drug-resistant "superbugs."

Methods: The study employed constructivist grounded theory to investigate the perspectives of stakeholders, including physicians, patients, pharmacists, sales managers, and Drug Regulatory Authority of Pakistan (DRAP) employees. In-depth interviews were conducted with these stakeholders at their workplaces in 2022 and 2023, and transcripts were meticulously transcribed for analysis.