The power of social media fitness influencers on supplements: how they affect buyer’s purchase decision?
International Journal of Pharmaceutical and Healthcare Marketing
ISSN: 1750-6123
Article publication date: 7 September 2023
Issue publication date: 15 February 2024
Abstract
Purpose
This study aims to investigate the impact of social media fitness influencers (SMFIs) on buyers’ purchase decisions by analyzing the factors that determine their influence. Furthermore, it aims to determine the relative influence of different genders of SMFIs on buyers’ decisions regarding supplement purchases.
Design/methodology/approach
The research consisted of two phases: a contextual study examining the characteristics of social media influencers and their impact on supplement purchase decisions and a comparative study comparing the influence of different genders of social media influencers. A survey was conducted online involving 426 Thai social media users who follow influencers to obtain the results for both phases.
Findings
The results revealed that information credibility and expertise were significant characteristics of SMFIs that had a significant impact on buyers’ purchase decisions. However, other characteristics such as the number of followers, content and attractiveness of SMFIs did not show any correlation with the buyers’ purchase decisions. Additionally, the study identified a positive influence of gender matching between SMFIs and respondents on purchase decisions.
Originality/value
This study emphasizes how the characteristics of social media influencers in Thailand influence buyers’ decisions to purchase dietary supplements.
Keywords
Acknowledgements
Funding: Authors have received no funding for this research.
Citation
Kumar, N., Nawaz, Z. and Samerguy, P. (2024), "The power of social media fitness influencers on supplements: how they affect buyer’s purchase decision?", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 18 No. 1, pp. 27-46. https://doi.org/10.1108/IJPHM-04-2022-0037
Publisher
:Emerald Publishing Limited
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