Social media's contribution to increasing consumer awareness: An applied study on Instagram's use among pharmacists

Social networking sites are becoming a great place to find information about a variety of topics, including healthcare. Instagram is a visual communication tool that promotes social engagement and content exchange among users, distinguishing it as a unique platform for engagement. Reputable healthcare professionals like pharmacists are becoming more conscious of Instagram's ability to enhance their procedures and foster client relationships.

To investigate how social media, particularly Instagram, impacts pharmacists and the healthcare community and to evaluate the Instagram's influence on consumer awareness and behavior.

A descriptive cross-sectional correlational study employing an internet-based self-administered questionnaire was used to collect data from 351 participants. The study model has five dimensions: content impact, communication and interaction, consumer awareness, consumer behavior, and trust and credibility. Variable statistical tests were conducted including the reliability test by the means of Cronbach's alpha (α), mean value and standard deviation and one-sample statistics, multiple regression analysis, and Pearson correlation analysis.

The results showed a strong correlation between customer experience, behavior, communication, Instagram content, and perceptions of confidence and trust. The findings demonstrate how Instagram affects pharmacist purchase decisions and raises awareness of medications. Furthermore, positive interactions and communication on Instagram influence pharmacists' attitudes and behaviors. The present study underscores the significance of high-quality, precise, and captivating Instagram content in fostering a sense of trust and confidence among pharmacists.

These results offer guidance to doctors and pharmaceutical firms on how to utilize Instagram to interact with pharmacists, enhance clinical communication, and improve patient outcomes.