The art of social media influencers: exploring women’s healthcare marketing journey to prescription drug abuse and treatment engagement

Purpose This study seeks to examine the stressors experienced by female students and teachers in universities, the impact of prescription drug abuse in this context and the role of social media influencers as mitigating reasons in this techno-ecosystem. The data for the present study was acquired through a survey performed among females from two cities in Pakistan, Rawalpindi and Islamabad. Design/methodology/approach A nonprobability self-selection sampling technique and PLS-SEM technique were utilized for data collection and analysis. Findings This study reveals that low self-esteem and self-actualization cause women to become self-stigmatized. A stigmatized woman is either more inclined toward pharmaceutical drug abuse or social media influencer therapy. Women seeking social media influencer therapy engage in treatment more as compared to those who indulge in pharmaceutical drug abuse. Originality/value This study highlights that treatment engagement is enhanced when social media influencers are active and minimize the chance of drug abuse. To the best of the author’s knowledge, this study is one of the first to empirically test the approaches in the education sector and especially women contributing to United Nations Sustainable Development Goals i.e. SDG-3; SDG-4; SDG-5; SDG-8; and SDG-11.