Impact of Social Media Advertising on Consumer's Health

If the message on the social media message isn't clear and focused, it's unlikely to be effective, resulting in wastage of time and resources. This leads to failure of the advertisement. This leaves an impact on the health dimensions of a customer. An ideal social media message must convey the message to the audience about the product and should not give an impression to one that it is an overtly like advertising. As per Global Digital report, 2019, the number of internet users worldwide in 2019 is 4.388 billion, up 9.1% year-on-year. The number of social media users worldwide in 2019 is 3.484 billion, up 9% year-on-year. The number of mobile phone users in 2019 is 5.112 billion, up 2% year-on-year.

40% of people read and refer to articles on social media platforms to procure information on how does a patient cope up with the chronic conditions when affected with a disease.(Health Care Finance News)¹.

More than 1,500 hospitals across the country have their presence online. The popular social media sites used by them include Facebook and Linkedin. (WHPRMS-Wisconsin Healthcare Public Relations & Marketing Society. Wisconsin)².

Social media users are in a state where there is plethora of information on various topics. With the rise of social media platforms there has been an increasing need for research in this field as it creates more platforms for the marketers but it also faces challenges of creating unnecessary noise which leads to avoidance behaviour on the consumer's part. In this study an attempt is made to understand the different noise creating factors such as irrelevant content, cluttered content, no emotional connect, excessive advertising etcetera to find out what exactly drives the customer to avoid a product or brand. The purpose of this study is to measure and evaluate the ways in which a consumers buying behaviour changes due to the noise created by advertisements and find prominent factors which cause such behaviour. The key observations from the study state that when a particular advertisement is placed repetitively in different platforms the customer tends to ignore the ad and subconsciously ignore the brand or product. When an Advertisement is too cluttered, customer might miss the actual part of the ad and the visual appeal also drops due to clutter.