The Impact of Social Media Advertising on Consumer Purchase Behaviour Towards Health Supplements

This research paper investigates the influence of social media advertising on consumer purchase behaviour, specifically in the context of health supplements.As digital platforms become a dominant channel for brand communication, understanding how advertising strategies affect consumer decisions has become increasingly vital for businesses in the health and wellness industry.The study examines key variables such as advertising content quality, brand credibility, influencer endorsements, consumer engagement, and perceived value, and their respective impacts on purchase intentions and behaviour.Data was collected through a structured survey distributed to a diverse group of social media users who actively engage with health supplement brands online.Using statistical analysis, the study reveals that influencer endorsements and content quality significantly shape consumer trust and purchase intentions, while perceived value mediates the relationship between consumer engagement and final purchase behaviour.The findings provide actionable insights for marketers aiming to design more effective social media campaigns in the health supplement sector.The study concludes by highlighting the importance of authenticity, credible endorsements, and interactive content in driving consumer decisions.