How social media influencers shape medical and health product purchases: A Cross-sectional analysis

Abstract

Background: Social media influencers significantly influence health-related consumer behavior in Saudi Arabia, driving engagement with wellness products while raising concerns about misinformation and safety. Identifying the factors that motivate such purchases is crucial for guiding policy and public awareness. Objectives: This study aimed to assess the prevalence, determinants, and perceived risks of purchasing health-related products promoted by social media influencers among adults in Saudi Arabia, and to identify the main predictors influencing buying behavior. Methods: A cross-sectional online survey was conducted between January and April 2025 among Saudi adults aged ≥ 18 years using convenience and snowball sampling via WhatsApp. Data were analyzed with IBM SPSS v28. Descriptive statistics summarized participant data, while Chi-square and logistic regression analyses identified significant associations and predictors of purchasing behavior (p ≤ 0.05). Results: The sample (n = 244) consisted predominantly of young adults aged 18–35 years (n = 179; 73.4%) and females (n = 173; 70.9%). Instagram (n = 84, 34.6%) and TikTok (n = 79, 32.5%) were the most frequently used purchasing platforms. The most influential factors were lower cost and discounts (n = 173; 71%; p = 0.006), convenience over pharmacies (n = 146; 60%; p = 0.002), and greater product variety (n = 152; 62%; p = 0.011). Logistic regression showed that participants motivated by affordability were 2.8 times more likely to purchase via social media (OR = 2.80; 95% CI: 1.24–6.33; p = 0.013), and those valuing variety were 2.5 times more likely (OR = 2.55; 95% CI: 1.03–6.29; p = 0.042). Although 63 (26%) expressed concern about unsafe products, 109 (45%) about limited information, and 110 (45%) about unverified sources, these factors did not significantly reduce purchasing intent. Conclusions: Health product purchasing via social media in Saudi Arabia is widespread and primarily driven by affordability, convenience, and variety, rather than demographics or perceived risk. Despite moderate safety concerns, consumers remain highly engaged. Enhanced regulatory oversight, transparent influencer marketing, and targeted digital health literacy initiatives are essential to ensure safer, evidence-based online health consumption.