Exploring The Impact of Health Concern on Purchase Intention of High Blood Pressure Medicine, The Mediating Role of Social Media Influencer and The Moderating Role of Rituals

Abstract

The proposed research had examined the linkage between health concern, purchase intention of high blood pressure medicine, which social media influencers mediate the relationship, and cultural rituals moderate the relationship. The study was a quantitative and cross-sectional study conducted in lower Punjab, Pakistan using a structured questionnaire that involves administration of the questionnaire to patients presented with hypertension who were active users of the social media. 450 questionnaires were distributed, out of which 400 were received back (88.9% response rate). A Structural Equation Modeling (SEM) analysis of results obtained on 400 respondents was carried out. The evidence demonstrated that health concern positively affected the intention to purchase; the interrelation is mediated by the social media influencers and chiefly by their ability to fuel the health awareness and purchasing activity through relatability. Besides this, cultural practices were also identified to moderate this association and, in some cases, favorable and, in others, unfavorable medication compliance. The provided study revealed the significance of culture-specific approaches to health communication and the possibility of using influencer marketing to enhance medical outcomes. Findings of the research were of great value to healthcare practitioners, pharmaceutical organization, and policymakers seeking to improve medication adherence in socio-culturally diverse settings.