Social Media Promotion Timing to Influence Consumer Behavior in E-Pharmacies

Social media channels have become absolutely vital tool for online pharmacies seeking customers and higher sales. Since it can significantly influence consumer behavior, the timing of promotional activities should be given great attention. Regarding promotions, many online pharmacies lack strategic knowledge of the optimal timing, which results in lost opportunities for better consumer involvement and conversion. This is true even if social media marketing is becoming ever more trendy. The purpose of this study is to establish the relationship between the timing of social media campaigns and the purchasing behavior of possible customers visiting online pharmacies. Over three months, data was gathered from the most well-known e-pharmacy systems under special focus on consumer interactions, click-through rates, and purchase behavior at various intervals. Combining sentiment analysis with Random Forest regression techniques, consumer responses to promotions distributed at several times of the day and week was investigated. The matching marketing plans with consumer routines is emphasized by the fact that conversion rates show to be higher during the week than on the weekends. The research also underlines how customized promotional material improves the impact of well-timed postings, so implying a harmonic interaction between timing and content relevance.