The Egyptian public's exposure to pharmaceutical advertisements on Facebook and its relationship to their purchasing behavior

doi:10.21608/jsb.2023.244889.1661

The Egyptian public's exposure to pharmaceutical advertisements on Facebook and its relationship to their purchasing behavior

Document Type : Original Article

10.21608/jsb.2023.244889.1661

Abstract

The study aimed to identify the extent of the Egyptian public’s exposure to pharmaceutical advertisements on Facebook and its relationship to their purchasing behavior. The study used a survey approach using a questionnaire form on a sample of the Egyptian public consisting of (300) individuals. The study reached a set of results.
the most important: 75.5% of the sample are sometimes exposed to pharmaceutical advertisements while browsing Facebook-77.6% of the sample believe that the most common types of pharmaceutical advertisements they are exposed to on Facebook are cosmetics.- 64.1% of the sample believe that the economic value advocated by the pharmaceutical advertisement on Facebook is extravagant.- 59% of the sample believe that the most important reasons that attract their attention to a pharmaceutical advertisement are the subscribers’ comments- 63.1% of the sample believe that the most targeted groups for electronic marketing of pharmaceutical products are women- 43.4% of the sample purchased pharmaceutical products from Facebook ads without a doctor’s prescription- 72.2% of the sample purchased vitamins and nutritional supplements from the pharmaceutical advertisements they were exposed to on Facebook- There is a weak direct relationship between the intensity of exposure of the Egyptian public, the study sample, to pharmaceutical advertisements on Facebook and their purchasing behavior.

Keywords

Main Subjects

Public relations, Advertising

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