SOCIAL MEDIA MARKETING AND PERFORMANCE OF PHARMACEUTICAL INDUSTRY IN ANAMBRA STATE

Abstract

This study examined the influence of social media marketing on the performance of the pharmaceutical industry in Anambra State, focusing on content marketing, social media advertising, and influencer marketing. It explored how content marketing influences customer engagement, social media advertising affects product development, and influencer marketing impacts customer satisfaction. Using Social Influence and Social Exchange theories, a sample of 246 staff from a population of 548 pharmaceutical firms was surveyed, with data collected through validated and reliable questionnaires. Both descriptive and inferential statistics were employed to analyze the data, with hypotheses tested at a 5% significance level. Results revealed that content marketing significantly influences customer engagement, and social media advertising has a significant impact on product development. However, influencer marketing showed no significant influence on customer satisfaction. The study concluded that social media marketing substantially impacts the performance of the pharmaceutical industry in Anambra State. It recommended that pharmaceutical firms develop targeted content to address the informational needs of healthcare professionals and patients, while healthcare professionals should engage with pharmaceutical companies on social media. Additionally, patients and caregivers were urged to seek credible health information and verify pharmaceutical endorsements on social media platforms.