A Study on Impact of Social Media Communication on Purchasing Behaviour of Consumers Towards Pharmaceutical Products in Chennai

Abstract

Currently, social media is an efficient marketing mechanism for pharmaceutical companies to communicate their messages in an appropriate ways in which they are capable to give superior care through effective monitoring and diagnosis. Consumers are gathering and analyzing information available in social media critically and communication in social media is playing a significant role in purchasing of pharmaceutical products among consumers. The results explicate that significant difference is there between social media communications on pharmaceutical products and demographics of consumers. Full details on use of pharmaceutical products, trustable information on pharmaceutical products, experience of others on pharmaceutical products, information on availability of pharmaceutical products, location of pharmaceutical shops, user generated contents on pharmaceutical products and review of pharmaceutical products have positive impact on purchasing behaviour of consumers towards pharmaceutical products. To enhance purchasing behaviour of consumers towards pharmaceutical products, social media should display picture of pharmaceutical products clearly and it must provide full details on use of pharmaceutical products, Further, social media should give effectiveness of pharmaceutical products.