Customer Perceptions of the Social Media Marketing of Weight Loss Injections (WLIs)

الموضوعات

إدارة

الملخص

This study examines how consumers perceive social media marketing of weight loss injections (WLIs), empirically investigating factors such as contextual quality, representational quality, and the expertise of social media marketing, and how customer perceptions influence their attitudes and behavioral intentions towards weight loss injections. Given the rising popularity of GLP-1 weight loss injections, such as Ozempic and Saxenda, and the increasing role of social media platforms like TikTok and Instagram, bloggers' reviews and advertisements in shaping public opinion, the study investigates how social media marketing affects perceived benefits, risks, attitudes, and behavioral intentions of the customers exposed. A quick approach by sharing a structured online survey through social media, gathering responses from 388 participants. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results showed that when information shared on social media about weight loss injections was timely, relevant, and visually transparent (in terms of both contextual and representational quality), people were more likely to perceive both the benefits and the risks associated with it. Interestingly, when the person sharing the information seemed knowledgeable or credible (expert), it made people view the benefits more positively, but did not have a significant effect on how risky they thought the injections were. Overall, those who did not see benefits and felt the risks were lower were more likely to have a positive attitude, which strongly shaped their intention to try the injections. The findings offer practical implications to shed light on how powerful social media marketing can be in shaping customers' health choices, emphasizing the need for marketers to communicate effectively and for regulatory authorities to monitor this growing trend. Future research may consider more diverse groups and explore the topic using qualitative methods to gain deeper insights and capture richer perspectives.

روابط وملفات

التعريف والنوع

رقم الوثيقة

05faf1d3-7d2b-4ca3-b573-fa0d2f575280

رقم العقد

0

نوع الوسائط

Crawler

نوع المحتوى

الرسائل العلمية

صيغة المصدر

رسائل ماجيستير

نوع الملف

pdf text

أسماء الملفات

05faf1d3-7d2b-4ca3-b573-fa0d2f575280_1.pdf

بيانات النشر

ألقاب المؤلفين

[{"name_ar":"Maryam AlMahdi","title_ar":"اشراف","title_en":"Supervision"},{"name_ar":"Rawan Awad","title_ar":"اعداد","title_en":"Preparation"}]

اللغة

English

المصدر والدورية

اسم المصدر

Customer Perceptions of the Social Media Marketing of Weight Loss Injections (WLIs)

المحتوى والصفحات

عدد الصفحات

0

كلمات الباحثين

Social media marketing, consumer behavior, perceived risk and benefit, purchase intention, weight loss injections, health marketing

إشراف وإعداد

الإشراف

Maryam AlMahdi

الإعداد

Rawan Awad

الاقتباسات الببليوغرافية