Impact of Celebrity Endorsements and Online Reviews on Health Product Purchases in Pakistan

Syed Muhammad Fauzan Ali; Fahad Ahmed Khan; Syed Abdul Aleem Shah; Bakht Zaman; Bushra Khan; Ramesh  Kumar; Syed Muhammad Farhan; Muhammad Ahsan

Authors

Syed Muhammad Fauzan Ali Baqai Institute of Health Management Sciences, Baqai Medical University, Karachi, Pakistan Author https://orcid.org/0000-0003-2627-6112
Fahad Ahmed Khan Baqai Institute of Health Management Sciences, Baqai Medical University, Karachi, Pakistan Author https://orcid.org/0009-0003-2136-0822
Syed Abdul Aleem Shah Baqai Institute of Health Management Sciences, Baqai Medical University, Karachi, Pakistan Author https://orcid.org/0009-0006-1454-1694
Bakht Zaman Baqai Institute of Health Management Sciences, Baqai Medical University, Karachi, Pakistan Author https://orcid.org/0009-0008-6140-2616
Bushra Khan Baqai Institute of Health Management Sciences, Baqai Medical University, Karachi, Pakistan Author https://orcid.org/0009-0003-9733-1307
Ramesh Kumar Baqai Institute of Health Management Sciences, Baqai Medical University, Karachi, Pakistan Author https://orcid.org/0009-0005-2810-3129
Syed Muhammad Farhan Baqai Institute of Health Management Sciences, Baqai Medical University, Karachi, Pakistan Author https://orcid.org/0009-0004-9869-7041
Muhammad Ahsan Baqai Institute of Health Management Sciences, Baqai Medical University, Karachi, Pakistan Author https://orcid.org/0009-0009-6412-7418

Keywords:

Celebrity endorsement, online reviews, health products, consumer behaviour, well-being, traditional marketing

Abstract

Background of the study: The increasing role of celebrity endorsements and online customer reviews in shaping consumer behaviour in Pakistan's health and wellness sector is notable. This research focuses on understanding the impact of celebrity influencers’ credibility and attractiveness on consumer attitudes and purchase intentions toward health products.
Methodology: The study employed a five-point Likert scale to gather data, which was analyzed using Structural Equation Modeling (SEM) through Smart PLS software. The research incorporated consumer attitudes as a moderating factor to evaluate the combined effectiveness of celebrity endorsements and social media strategies.
Results: The findings reveal that celebrity endorsements significantly enhance consumer attitudes and purchase intentions, particularly when the celebrities are perceived as credible and appealing. Furthermore, online reviews are crucial in influencing purchasing decisions, underscoring the importance of customer feedback on digital platforms.
Conclusions: This study provides valuable insights into consumer behaviour in Pakistan's health and wellness sector, emphasizing the strategic integration of celebrity endorsements with social media marketing. By aligning these strategies, marketers can influence consumer behaviour and boost product sales.

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