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International Journal of Creative and Open Research in Engineering and Management

A Peer-Reviewed, Open-Access International Journal Supporting Multidisciplinary Research, Digital Publishing Standards, DOI Registration, and Academic Indexing.
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ISSN: 3108-1754 (Online)
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ISO Certification: 9001:2015
Publication Fee: 599/- INR
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License: CC BY 4.0
Peer Review: Double Blind
Volume 02, Issue 7

Published on: July 2026

SOCIAL MEDIA PHARMA CAMPAIGNS AND HEALTH-SEEKING BEHAVIOUR: A COMPARATIVE STUDY OF DISEASE AWARENESS VS. PRODUCT PROMOTION CONTENT AMONG INDIAN SOCIAL MEDIA USERS

Talari Raviteja Vaishnavi Swetha Varanasi

Dr. B. Lakshmi,HOD

DOI:https://doi.org/10.55041/ijcope.v2i7.019

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Plagiarism Passed Peer Reviewed Open Access

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Abstract

With the increased diffusion of social media usage among Indian consumers, a scenario has been created whereby disease awareness advertisements and product promotion messages coexist on Indian social media platforms. This study is aimed at examining whether social media users in India respond differently to disease awareness advertisements and product promotion advertisements, and to investigate if they lead to health-seeking behavior. Using a quantitative cross-sectional research design, data were collected from a sample size of 218 participants residing in India via the administration of a survey form designed to collect information using Google Forms and social media platforms like Instagram, WhatsApp, and LinkedIn. Data collected were analyzed using IBM SPSS software to test three hypotheses using statistical techniques like an independent samples t-test to identify if there is a difference in means between health-seeking intentions for people who primarily view disease awareness advertisements and those viewing product promotion advertisements; logistic regression analysis to determine the ability of the predictors namely content type, source credibility, and platform type in predicting health-seeking behavior; and Chi-Square to establish any association between preference for content type and demographic factors such as age and level of education. The findings show that disease awareness content led to significantly higher health-seeking intentions compared to product promotion content (t = 4.21, p < 0.001). Among the predictors, source credibility had the highest coefficient followed by platform type. It was also found that younger and educated social media users were highly inclined to prefer disease awareness content.

Keywords: Social Media Health Campaigns, Pharma Marketing India, Disease Awareness, Product Promotion, Health-Seeking Behavior, Source Credibility, Digital Health Communication

How to Cite this Paper

Raviteja, T. & Varanasi, V. S. (2026). Social Media Pharma Campaigns and Health-Seeking Behaviour: A Comparative Study of Disease Awareness Vs. Product Promotion Content Among Indian Social Media Users. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(7). https://doi.org/10.55041/ijcope.v2i7.019

Raviteja, Talari, and Vaishnavi Varanasi. "Social Media Pharma Campaigns and Health-Seeking Behaviour: A Comparative Study of Disease Awareness Vs. Product Promotion Content Among Indian Social Media Users." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 7, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i7.019.

Raviteja, Talari, and Vaishnavi Varanasi. "Social Media Pharma Campaigns and Health-Seeking Behaviour: A Comparative Study of Disease Awareness Vs. Product Promotion Content Among Indian Social Media Users." International Journal of Creative and Open Research in Engineering and Management 02, no. 7 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i7.019.

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  • •All submissions are screened under plagiarism detection.
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  • •Peer Review Type: Double-Blind Peer Review
  • •Published on: Jul 03 2026
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