Effects of Social Media on Consumer Information Seeking and Purchase Intention of Oral Health Care Products Among Adults

Abstract

Purpose Social media has created an environment providing readily available information that impacts how individuals seek information and make product decisions. The purpose of this study was to examine adult consumer use of social media for information seeking and the effect on intention to purchase oral health care products.

Methods A cross-sectional study design with a non-probability sample of adult consumers recruited through crowdsourcing with Amazon’s Mechanical Turk (MTurk) was used to examine the effect of social media on purchasing of oral health products. Data collection included demographic, social media use, and the Information Acceptance Model (IACM) which measured information acceptance from friends and customer reviews from social media. Descriptive statistics, subgroup analysis of demographic variables, and multivariable linear regression were used to assess the relationship among variables.

Results Participants (n=308) were mostly males (56.2%), average age 37 years, held bachelor’s degrees (68.8%), from the southern United States, and had been to the dentist within the last two years (72.8%). Instagram (40.6%) was the most frequently used platform and social media was frequently used (36.7%) to obtain information on oral health care products. Findings from the IACM information subscale indicated high scores for information from friends and customer reviews (p<0.01). The information needs (p=0.049) and information adoption from friends (p=0.03) were slightly less for females when compared to males. Friends’ recommendations (p=0.02) on social media had the greatest effect on intention to purchase among participants living in the Midwest. Multivariate regression models indicated information usefulness and information adoption had the greatest influence on purchase intention from friends (p<0.001), while information credibility, information usefulness, and information adoption had the greatest influence from customer reviews (p<0.001).

Conclusion Results provided some initial insights into the way consumers may use social media for information about oral health products and the influences on them choosing to purchase the products. Oral health care providers can use this information to educate and guide patients to credible information sources in their search for oral health care products.