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Consumer Trust in Ai Chatbots for Otc Medication Advice—A Pilot Study in Ireland and India
Get PDFArtificial intelligence (AI) chatbots are increasingly used in healthcare, yet questions remain about consumer trust, particularly in providing over-the-counter (OTC) medication advice. This dissertation evaluates consumer trust and satisfaction with AI chatbots and how cultural, regulatory, and experiential factors shape trust. A mixed-methods design grounded in a realist philosophical approach was adopted. The research collected quantitative data through surveys (n=153) and qualitative data via semistructured interviews. Quantitative analysis employed descriptive statistics, t-tests, correlations, and regression modelling, while qualitative data were analysed thematically through the lens of the trust–accuracy paradox and cultural frameworks. Findings show that trust in chatbots is conditional and there are significant differences between the two countries. Indian consumers reported higher acceptance of chatbots by using chatbots often for minor ailments such as coughs or fever linked to limited healthcare access. However, advice was usually cross-checked with family or doctors showing conditional trust. Irish consumers relied more on pharmacists due to easier access to professional care. Survey data showed moderate trust in chatbot accuracy (22% scored 3/5) but stronger trust in pharmacists (38% scored 5/5). Pharmacists were aware of chatbot use, yet many expressed concerns about misleading or incomplete advice. Across both countries, pharmacists remained the benchmark of credibility. The study contributes to understanding how trust in AI healthcare tools differs across different cultural and regulatory settings for example, Indian participants demonstrated necessity-driven trust valuing accessibility and speed while Irish participants exhibited regulation-driven caution emphasising privacy and accountability. Gender differences were also observed, with men showing greater trust than women. The study contributes to theory by extending models of trust in automation demonstrating that satisfaction and reassurance often outweigh accuracy in driving adoption Overall, the research highlights that trust in healthcare AI is shaped not solely by technical accuracy but by user experience, cultural context, and systemic healthcare realities, underscoring the importance of responsible and contextualised deployment
A study on knowledge, acceptability, barriers and economic considerations of human papillomavirus and its vaccination among unvaccinated Indian adult
Get PDFThis study evaluates the knowledge, acceptability, perceptions of barriers, and cost of HPV infection and vaccination among unvaccinated Indian adults in the context of rising health concerns related to HPV and historically low vaccine uptake. It used a quantitative crosssectional study design, and thirty-three closed-ended questions from a structured online survey were used to collect data. Research participants were recruited between March and early May 2025 from urban, suburban, and rural settings in India and were adults, aged 18 and older. Descriptive statistics and chi-square tests p<0.05 were run on a final sample of 248 eligible responses to examine associations between demographics and knowledge or acceptance levels. Results revealed that 30.65% of participants were aware of how HPV is spread, 73.39% had heard of the HPV vaccine, and 6% were aware of the screening process. About 51.6% of respondents had moderate or low knowledge of prevention, compared to 48.4% who had high knowledge. The research revealed no significant statistical relationships yet female survey participants from cities with higher earnings and better education outcomes tended to know more about these vaccinations. Most common barriers faced by men against vaccination was because they encountered cost, lagging knowledge as well as insufficient healthcare guidance and targeted stigma. In addition, while 83% identified cervical cancer as a public health problem, the nonavalent vaccine generated low willingness to pay as financial limitations were a major barrier. No significant relationship was found between the level of Knowledge and the age, gender or residence of the population according to Chi-Square tests, however relationship was found between age and acceptability levels. The findings confirm that awareness around the risks associated with HPV still leaves a gap in knowledge and presents socio- cultural barriers. High acceptability rates stress the importance of better education together with healthcare provider engagement and government-supported vaccine subsidies to boost vaccination rates. In India the burden of HPV disease can be significantly reduced by incorporation of HPV vaccination into the national immunization program, laying emphasis on gender-neutral vaccination policies, and focusing on removing myths and misconceptions about the vaccine. Overall, this study provides important information to those invested in increasing adult vaccination rates in a public health approach that gives people information, access, and affordabilit
Phalaistín and Palestina: An analysis of Irish and Brazilian Newspapers' Coverage of the Israeli war in Gaza
Get PDFWhen it comes to war coverage, the media role is even more important as it is a subject that most individuals typically encounter only in the news, which means the journalists are the main source of information, explanation and contexts (McCombs and Reynolds in Bryant and Oliver, 2009). Journalistic choices can attach a deeper level of importance for a subject, for example, based on how and how often it is framed in the media. The coverage of conflicts in the Middle East can maintain the dominant perspective, permeated by Orientalism, by using images of violence and masses of people to highlight the differences from "us" in the West.
This dissertation analyses Irish and Brazilian coverage of the ongoing Israeli war in Gaza, in terms of content and discourse. The study considered a six month period starting with the Hamas' attack in Israel on October 7th 2023 and four samples (O Globo and O Estado de São Paulo, from Brazil, and The Irish Times and Irish Independent, from Ireland). The aim of the research is to identify similarities and contrasts between the approaches of opinion pieces from the four newspapers. Only opinion pieces (written by both columnists and guest contributors) were analysed due to the argumentative structure they present and the possibility of creating mental models about important issues such as terrorism, for example.
The study analysed word clusters and expressions, in addition to sources from quotations, main topics and general tone from the pieces.
The analysis revealed that most of the pieces were neutral in all four samples. In spite of that, when the pieces presented partial opinions, there was a clear contrast between Ireland's and Brazil's positions
How International Students Maintain Their National Identity While Living in Ireland? A Comprehensive Video Documentary Exploration of International Students’ Lives Abroad
Get PDFIn recent years, Ireland has seen a steady rise in the number of international students choosing to live, work and study in the country, with Dublin emerging as a central hub for global education. This dissertation accompanies the documentary How International Students Maintain Their National Identity While Living in Ireland, to better understand this reality.
Focusing on Dublin as both a symbolic and practical setting for cultural exchange, the documentary features students from various backgrounds, including both well-represented and lesser-represented communities, offering a balanced insight into shared experiences and challenges. Through in-depth interviews and visual storytelling, the project explores questions around cultural preservation, adaptation, and visibility in a new society.
The written component of this research outlines the rationale behind the documentary, the academic context surrounding migration and identity theories, and a detailed account of the creative and technical process, from conceptualisation and interviews to editing and final production. The project also draws attention to structural issues faced by international students, such as housing difficulties and social integration, as highlighted during the research process.
The findings suggest that students from less represented nationalities experience more difficulty maintaining their identity due to limited community support, while those from larger groups benefit from established cultural infrastructures. Nonetheless, all participants shared a common effort to hold on to cultural practices and identity markers as part of their daily routines abroad.
This dissertation reflects on how creative media can be used as a tool for representation, education, and dialogue. It also suggests opportunities for future development, including expanding the documentary into a series or using it in intercultural training for Irish institutions. The project ultimately advocates for a deeper understanding of identity and inclusion in contemporary Irish society
Cross-Cultural Perceptions of Clinical Trials Among Young Adults (20-35) in Mumbai and Dublin: A Comparative Study of Awareness and Participation Willingness
Get PDFThis dissertation looks at how young adults (aged 20–35) in Mumbai and Dublin think about clinical trials. The aim was to compare their awareness, willingness to participate, and the barriers they face. To achieve this aim, the research followed a mixed-methods design. A total of 120 participants (60 from Mumbai and 60 from Dublin, with equal representation from healthcare and non-healthcare backgrounds) completed an online survey. In addition, qualitative insights were gathered through open-ended responses from 10 participants to capture deeper reflections on trust, safety concerns, and cultural influences. This approach provided both a broad overview of patterns and richer, context-specific perspectives.
The findings revealed that while general awareness of clinical trials was high in both cities (83.3% of respondents had heard of them), detailed understanding of processes, ethical oversight, and participant rights remained moderate. Trust and safety emerged as the most decisive factors in shaping willingness to participate. Fear of side effects (reported by 75% of respondents) and concerns about being “treated like a test subject” were key barriers, while family influence also played a role in both cultural settings. Interestingly, the comparison showed that young adults in Mumbai and Dublin shared more similarities than differences: both groups displayed cautious willingness, similar reliance on healthcare professionals for information, and skepticism towards social media advertisements. The most striking difference was that healthcare-educated participants in both cities consistently showed higher levels of understanding, trust, and willingness to participate than their non-healthcare
counterparts, highlighting the importance of education over cultural background.
The study concludes that while culture influences perceptions to some extent, globalization, digital access, and shared concerns about safety and trust have created strong cross-cultural similarities. The findings suggest that improving youth participation in clinical trials requires transparent communication, trust-building initiatives, and targeted education rather than relying solely on cultural tailoring. Practical recommendations include using healthcare professionals as primary communicators, integrating clinical trial literacy into educational programs, and leveraging digital platforms for awareness while avoiding over-reliance on advertising.
This research contributes to the growing body of literature by filling a gap in understanding young, healthy adults’ views in a cross-cultural context. It emphasizes that education and trust are more critical than nationality in determining willingness to engage in clinical trials. For industry and regulators, these insights provide valuable guidance on designing recruitment strategies that are both ethical and effective. For me as a student, the dissertation was a meaningful learning process, as it connected pharmaceutical business and technology with real-world challenges of clinical research engagement
Adoption and Manufacturing of Biosimilars for Autoimmune Diseases in Jordan and the Middle East: Key Barriers, Opportunities, and Global Collaboration Models
Get PDFBiologic medicines have transformed the treatment of autoimmune and chronic diseases, but their development is highly complex, time-consuming, and costly. Biosimilars, offering comparable safety and efficacy at lower cost, provide an important opportunity to expand patient access, particularly in low- and middle-income countries. This study examines the barriers and opportunities for biosimilar adoption and manufacturing in Jordan and the wider Middle East, with a focus on autoimmune diseases. A mixed-methods approach was applied, combining survey data from 87 pharmaceutical, healthcare, and regulatory professionals with seven expert interviews. Analysis centred on four domains: regulation, manufacturing, market readiness, and international collaboration, benchmarked against global models. Results indicate that although Jordan has had biosimilar guidelines aligned with EMA and WHO standards since 2015, practical implementation remains limited. Local firms are mainly engaged in final product operations and analytical testing, with no upstream capacity. Key challenges include high entry costs, a shortage of specialised expertise, limited physician confidence, pricing pressures, and low public awareness. The study concludes that Jordan’s biosimilar sector is still at an early stage. Progress requires phased development, beginning with stronger regulatory practice and fill-finish partnerships, and moving towards upstream capability through education, targeted training, and collaboration between academia, industry, and international suppliers. Such a framework could position Jordan as a credible regional contributor to biosimilar development
Integrating Artificial Intelligence into Root Cause Analysis for CAPA systems: A Survey Based Study on Perception, Readiness and Implementation Challenges in the Indian Pharmaceutical Industry
Get PDFThis study investigated the perception, organizational readiness and implementation challenges of integrating Artificial Intelligence (AI) in to Root Cause Analysis (RCA) within Corrective and Preventive Action (CAPA) systems in the Indian pharmaceutical industry. A quantitative survey was conducted among 101 professionals working in quality assurance, quality control, manufacturing and regulatory roles. Collected Data were analyzed using descriptive statistics, frequency distributions and measures of central tendency to identify existing attitudes, readiness levels and perceived barriers. The results showed that the majority of respondents recognized AI’s potential to enhance the RCA accuracy, reduce human errors and improve compliance with Good Manufacturing Practices (GMP) standards, with two-third of total sample size agreeing on its benefits for efficiency and decision making. However, readiness levels were not found to be same, with approximately 60% reported having some relevant technical infrastructure and other 40% believed their organizations had both the technology and skilled personnel required for effective implementation. Key barriers included high implementation costs, limited AI expertise, resistance to change and uncertainty about regulatory acceptance. Participants have identified a strong need for clearer regulatory guidelines, targeted training programs, pilot implementation projects and improved data quality and security to support AI adoption. The findings indicate that although optimistic belief towards AI adoption in CAPA systems is strong, there are some practical limitations which constrain the current progress. This study concludes that successful integration will require coordinated efforts between industry stakeholders and regulators, strategic investments in infrastructure and training, and structured change management initiatives. This research contributes real world data on an underexplored geographical context, giving a combined view of perceptions, readiness and challenges to help shaping the policies and organizational strategies which promote AI adoption. Recommendations includes initiatives for small scale pilot programmes, promoting industry-regulator collaborations and developing more regulatory guidelines for AI- validation. In future, more investigations has to be done in relation to changes in AI-adoption over time, assessment of cost-effectiveness and comparisons with other regulated industries
Comparative Analysis of Lean Six Sigma (LSS) and AI Integration to optimise production speed and quality of pharmaceutical products in Ireland
Get PDFThis exploration explores Lean Six Sigma (LSS) and Artificial Intelligence (AI) affected production quality and speed in Irish pharmaceutical industry. Findings provide clear shift to digital transformation as AI implementation reached 38% and combined LSS with AI reached 34%. It represents a decreasing reliance on traditional methods by comparison only 16 % of companies rely on LSS. Analysis examines divided perceptions of effectiveness as some participants reported strong advantages while others viewed aspects as ineffective. ANOVA analysis confirmed that employee roles effectively affected
viewpoints of AI site type and speed influence effectively affected LSS quality advantages. These outcomes provide that success rely on training and context management instead of resources or rganisational size. For consistent quality improvement, LSS was built to be an organised framework while AI given dynamic forecast power that plays a sensitive role.
Application emerged as most significant approach as it merged systematic process control with advanced analytics. Recommendations emphasise contextual deployment, tailored and leadership alignment training to indicate challenges like skill shortages, cultural resistance and high costs. Further priorities involve supporting integrated strategies and investing in infrastructure that align with LSS and AI for sustainable enhancement. The research mainly focuses on achieving evidence confirming that impact of LSS is context dependent AI drives digital transformation and their implementation proves most powerful results. Limitations involve reliance on uneven role representation, cross sectional analysis and self-reported data that restricts causal insight and generalisability. Future research must implement longitudinal designs that spread through applied advanced modelling and global comparisons techniques to examine deeper relationships. Regulatory and ethical dimensions of AI implementation also merit exploration to enhance industry practice and academic understanding
Comparative Analysis of Over The Counter (OTC) Pain Reliever Recalls Due to Quality Issues: A Case Study of Ireland V/S India
Get PDFThis study examined the differences in recall practices for over- the counter (OTC) pain relievers in Ireland and India, focusing on quality related issues, regulatory enforcement and recall outcomes. With increasing reliance on OTC medications such as paracetamol and ibuprofen for self-medication, ensuring drug quality and safety is paramount. The study explores the differences between Ireland’s centralised, EU-aligned regulatory model governed by the Health Products Regulatory Authority (HPRA) and India’s decentralised recall system under the Central Drugs Standard Control Organisation (CDSCO). Using a mixed-methods approach, recall data from the past 2 years were analysed alongside expert interviews to categorise recall causes and evaluate the effectiveness of recall systems. It was shown that Ireland’s centralised, Eu aligned recall framework enables quicker and more transparent recall execution compared to India’s decentralised and inconsistently enforced system. Contamination and mislabelling were identified as the leading causes of recalls, with India exhibiting a higher frequency of such events due to weaker post-marketing surveillance and inadequate regulatory infrastructure. The findings revealed significant gaps in recall tracking and consumer notification in India, while Ireland faced challenges related to Eu coordination delays. The analysis highlighted that despite regulatory progress in both countries, key gaps persist in recall traceability, communication and stakeholder compliance. India’s fragmented recall structure hampers timely action while Ireland reliance on EU coordination can create inter-agency delays. The conclusions drawn from these findings suggest that regulatory efficiency, digital traceability and public communication are critical in safeguarding patient safety. This dissertation concludes that effective recall management requires strategic reforms tailored to each country’s regulatory landscape. enforcement consistency and public communication. Strategic recommendations were proposed, including the implementation of centralised recall database in India, adoption of digital traceability systems, greater consumer education efforts and greater alignment with global best practices. These measures are essential for reducing the occurrence and impact of substandard OTC pain relievers and tom restore public trust in pharmaceutical quality control. The study underscores the need for harmonised international best practices to improve drug safety and protect public health
The Long Game Cricket’s Story in Modern Irish History
Get PDFThis dissertation by practice explores how cricket, once seen as a symbol of British
colonial influence, has evolved into a sport that is gradually being reinterpreted and
reintegrated into Irish cultural life. Through the production of a video documentary titled
The Long Game, this project examines the historical marginalisation of cricket in Ireland,
its fluctuating national perception, and its recent revival, particularly in light of immigration,
institutional support, and the Irish national team’s growing success. The narrative is
grounded in the lived history of Phoenix Cricket Club, Ireland’s oldest cricket institution,
and links expert commentary with present-day reflections from key figures within Irish
history and cricket.
The research combines secondary historical scholarship with primary interviews,
including contributions from historian Professor Paul Rouse, Phoenix Cricket Club former
president John Mullins, and current international cricketer Ben White. The film captures
the cultural tensions, shifting identities, and grassroots efforts that continue to redefine
cricket’s place in Irish society.
In addition to detailing the film’s development, this dissertation report critically reflects on
the production process, ethical considerations, and practical limitations encountered
during filming and post-production. It also discusses how the original idea transformed
during research, resulting in a more focused and intimate exploration of Irish cricket
through the lens of one iconic club. Ultimately, the project demonstrates how sports can
serve as both a mirror of national history and a bridge for contemporary multicultural
identities