Social Media Advertising, Celebrity Endorsement, And Electronic Word-of-Mouth Effect on Health Supplement Purchasing Behaviour

Abstract

Social media is an indispensable platform of communication that is primarily used by people of all ages and backgrounds. It has been proven as a tool for acquiring information, building relationships, and showcasing resources. The social media tool spans from a social network that connects people to an interactive and engaging platform that includes information to assist purchasing decisions and provides lucrative benefits for businesses. With the help of this tool, health supplement products have been among the most searched, read, sought, and bought products. Therefore, this paper is designed to study the factors that influence purchasing health supplement products and to predict the relationships between social media advertising appeals, e-word-of-mouth (eWoM), and celebrity endorsements. Quantitative research was employed using the survey method with N=322 social media users. The findings explain that social media advertising appeal and eWoM have a positive effect on the purchasing of health supplement products. In contrast, the research found celebrity endorsement to be insignificant. It sheds light on the importance of designing an effective social media advertising strategy and management of eWoM, especially in the context of product reviews, ratings, rankings, comments, and social conversations.