The Impact of Social Media Advertisement on Consumer Buying Behavior for Nutraceuticals in Hyderabad

Healthcare Marketing

Social media platforms have become an influential medium for marketing health-related products, particularly nutraceuticals, which are increasingly consumed for preventive healthcare and lifestyle management. This study examines the impact of social media advertising on consumer buying behavior for nutraceutical products in Hyderabad, with a specific focus on the roles of awareness creation, information quality, credibility, trust, and perceived health benefits. While digital advertisements are effective in capturing consumer attention, their ability to convert awareness into actual purchase behavior remains uncertain. A structured questionnaire was used to collect primary data from 217 respondents in Hyderabad, representing diverse demographic backgrounds. The study employed quantitative research methods, and the collected data were analyzed using IBM SPSS Statistics. Reliability analysis, KMO and Bartlett’s test, factor analysis, correlation analysis, and regression analysis were applied to examine the relationships between key variables influencing consumer behavior. The findings reveal that social media advertisements significantly enhance consumer awareness of nutraceutical products; however, awareness alone does not directly translate into purchase decisions. Trust in information and perceived credibility emerged as the strongest predictors of purchase intention, highlighting the importance of reliable and transparent communication in health-related advertising. The study further indicates that generalized health benefit claims and emotional appeals have a limited impact on influencing consumer purchases unless supported by credible evidence and trustworthy sources. Consumers in Hyderabad demonstrated a rational and value-driven approach toward nutraceutical consumption, prioritizing information accuracy and legitimacy over promotional messaging. These findings provide important managerial insights for nutraceutical marketers, emphasizing the need to design evidence-based social media campaigns that focus on trust-building rather than mere visibility. The study contributes to the growing literature on digital health marketing and offers practical guidance for improving the effectiveness of social media advertising strategies in the nutraceutical sector.

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