The Influence of Social Media Influencers on Young Consumers’ Health Supplement Purchases: A Cross-sectional Study

Abstract

Background
Social media platforms such as Instagram, Facebook, and YouTube have become integral to consumer behavior, particularly among younger demographics. Social media influencers, particularly in the health and wellness domain, play a crucial role in promoting dietary supplements. However, concerns persist regarding the authenticity of health claims, the potential risks associated with supplement use, and the ethical implications of influencer-driven marketing.
Materials and Methods
A cross-sectional study was conducted over six months with 200 participants aged 18–40 who regularly consume health supplements. Data were collected through an online survey using Google Forms. The inclusion criteria consisted of individuals who use health supplements and were willing to participate, while non-consumers and unwilling participants were excluded.
Results
The study found that 59.7% of respondents identified Instagram and TikTok as the primary platforms for supplement promotion. While 41.1% admitted that influencers influenced their purchasing decisions, 56.5% preferred consulting healthcare professionals before making a purchase. Concerns about misleading claims (49.5%) and supplement safety risks, including vitamin overdoses (62.4%), were prevalent. Consumers showed a preference for plant-based supplements (51.3%) and valued third-party certifications (56%) as indicators of product quality.
Conclusion
Social media influencers significantly impact consumer behavior regarding health supplements. However, ethical concerns and regulatory challenges necessitate improved transparency and scientific validation of promotional claims. Young consumers value authenticity, medical guidance, and verified product claims, highlighting the need for responsible marketing strategies. The success of influencer marketing hinges on fostering trust and ensuring informed decision-making.