eISSN: 2354-0265
ISSN: 2353-6942
Health Problems of Civilization Physical activity: diseases and issues recognized by the WHO
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1/2024
vol. 18
 
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abstract:
Original paper

BIOPHARMA ENGAGEMENT IN SOUTH ASIA: UNVEILING THE POTENT INFLUENCE OF ONLINE SOCIAL MARKETING ON RESHAPING CONSUMER PREFERENCES IN PAKISTAN'S THRIVING PHARMACEUTICAL REALM

Moneeba Iftikhar
1
,
Saba Rasheed
1
,
Kateřina Horáčková
2

  1. Department of Mass Communication, Lahore College for Women University, Lahore, Pakistan
  2. Department of Nursing, Faculty of Health Studies, University of Pardubice, Czech Republic
Health Prob Civil. 2024; 18(1): 108-124
Online publish date: 2023/11/22
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Background
Bio-pharmaceutical supplements are widely used and essential for consumer health awareness. They are commonly used as alternative or complementary medicine. The bio-pharmaceutical market includes substances with health benefits beyond nutritional value, such as dietary supplements, amino acids, vitamins, minerals, botanicals, etc. These products traditionally prevent and treat diseases.

Material and methods
The study explores the impact of online social marketing on consumer behavior regarding biopharmaceutical products in Pakistan. Using involvement theory, it investigates how online social marketing influences purchase intentions, specifically regarding health and well-being.

Results
During three months, from January to March 2023, a survey was conducted in Lahore, a city known for significant sales and purchases of these products. The study involved 500 female participants. The statistical analysis indicated excellent fit of the proposed model (χ²=12.5427, p=0.056; CFI, NFI, TLI>0.95; RMSEA=0.028), where situation mediates product's effect on purchase (ab=0.1068). Product directly impacts purchase (c'=0.4273), showing significant influence on purchase (total effect=0.5341).

Conclusions
The paper reviews social marketing literature, delving into the nexus of biopharma products, health, and their influence on purchase intentions. It identifies critical research gaps and suggests future directions, offering valuable insights for academia and Pakistan's biopharmaceutical industry, focusing on advancing healthcare-related initiatives.

keywords:

online social marketing, purchase intention, consumer behavior, Pakistan, health


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