Endorsers’ presence in regulation and endorsements in dietary supplements’ advertising on Spanish radio

Molina, Clara Muela; Perelló-Oliver, Salvador

doi:10.1016/j.healthpol.2020.05.003

Cited by 8 publications

(6 citation statements)

References 30 publications

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“…The consumers, who base their knowledge of dietary supplements on online resources, are exposed to unfair practices of the dietary supplements’ producers, e.g., using Internet users (employees of the pharmaceutical marketing agencies who create fake social media accounts) who praise the effects of particular products (including their medicinal qualities) [ 47 ]. It was reported that online and radio advertisements do not comply with existing legislation [ 48 , 49 ]. Another form of such unfair practices is sponsored ads, that can be found on parenting blogs and websites and the involvement of celebrities in DS advertising which may influence purchasing decisions [ 49 , 50 ].…”

Section: Discussionmentioning

confidence: 99%

“…It was reported that online and radio advertisements do not comply with existing legislation [ 48 , 49 ]. Another form of such unfair practices is sponsored ads, that can be found on parenting blogs and websites and the involvement of celebrities in DS advertising which may influence purchasing decisions [ 49 , 50 ]. Moreover, on the online pharmacies’ websites, one can find opinions of caregivers regarding dietary supplements administered to children.…”

Section: Discussionmentioning

confidence: 99%

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What Do Polish Parents and Caregivers Think of Dietary Supplements for Children Aged 3–12?

2020

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Background: The aim of this study was to specify the amounts and the types of dietary supplements (DS) taken by children and define the attitudes of caregivers towards DS and towards administering them to children aged 3–12. An analysis of the reasons for using DSs, and of expected benefits and awareness of health risks associated with administering DSs, was conducted. Methods: The online questionnaire collected information on sociodemographic characteristics and use of dietary supplements. Multiple analyses were used to describe the relationship between demographic factors and dietary supplement intake. In particular cases, strength and correlation were also calculated. Results: In total, 54.89% of participants were administering dietary supplements to children at the time of completing the questionnaire—a weak linear relationship (Cramer’s V = 0.21) between child’s age and the child taking dietary supplements. Respondents for whom DSs are equivalents of medicines tend not to see that dietary supplements may cause side-effects and interact. Conclusions: Parents who administer dietary supplements to children show a tendency to have more trust in this type of product than the people who do not do so. It was also confirmed that the people who take dietary supplements transfer their behavioral patterns by also administering them to their children.

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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

What Do Polish Parents and Caregivers Think of Dietary Supplements for Children Aged 3–12?

2020

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“…These results are significantly attuned with literature. Celebrities and/or expert endorsement was recently studied in radio (Muela-Molina et al. , 2020) and in social media (Kusumasondjaja and Tjiptono, 2019) broadcasted campaigns supporting dietary supplements' consumption and was found to be related to the activation of a peripheral route of persuasion, influencing consumers' perceptions of satisfaction.…”

Section: Resultsmentioning

confidence: 99%

“…These results are significantly attuned with literature. Celebrities and/or expert endorsement was recently studied in radio (Muela-Molina et al, 2020) social media (Kusumasondjaja and Tjiptono, 2019) broadcasted campaigns supporting dietary supplements' consumption and was found to be related to the activation of a peripheral route of persuasion, influencing consumers' perceptions of satisfaction. Similarly, expert/celebrities' endorsement was also related to purchase intention and consequently to a wider effectiveness of food supplements' communication campaigns (Wu et al, 2012).…”

Section: Test Of H1mentioning

confidence: 99%

To be or not to be confident in medicine: that's the question! An explorative study on consumer information inferences toward food supplements consumption

Manuti

Martiradonna²,

Panniello

et al. 2023

BFJ

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PurposeThis study investigated how consumers' confidence in medicine and health information seeking and usage could be related to purchase intentions and satisfaction.Design/methodology/approachA panel of 18 food supplements consumers were interviewed using soft laddering. Qualitative data were coded and used to develop a structured survey. Participants (N = 363) were recruited on a voluntary basis among the customers of an Italian company in this sector. Hypotheses were tested by linear regressions and generalized models.FindingsResults showed that consumers' confidence in medicine interacted with health information seeking and usage influencing both purchase intention and satisfaction. Consumers with high confidence behave differently from those with low confidence.Research limitations/implicationsThe authors used a sample based on one company's customer base.Practical implicationsCompanies should segment their customers based on their level of confidence in medicine and adopt different marketing strategies for different segments.Social implicationsA broader knowledge of consumers' attitudes towards food supplements and medicines can improve the public policies aimed at increasing quality of life.Originality/valueFrom a theoretical viewpoint, findings suggest to consider consumers' confidence in medicine along with other subjective and contextual variables in socio-cognitive models aimed at explaining food supplements' consumer behavior. From a marketing viewpoint, results suggest to consider confidence in medicine as a precious variable in segmentation strategies. While some communication strategies are valid for all customers (i.e. using experts as advisors, using scientific contents in ads), others (i.e. relying on the advice of trustworthy people, explaining the consequences of consumption) were proved to have different impact on consumers depending on their degree of confidence in medicine.

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“…As mentioned above, video ads for dietary supplement products may influence consumers’ health-related perceptions and behaviors. Content analyses of social networking, magazines, radio, and websites have been conducted [ 30 , 46 , 47 , 48 , 49 ], but few studies have discussed the effects of dietary supplement video ads [ 50 ], and there has been no inductive analysis of video ads. Therefore, the present study examined the content of video ads for dietary supplements that promote a fat-reduction effect.…”

Section: Introductionmentioning

confidence: 99%

A Content Analysis of Video Advertisements for Dietary Supplements in Japan

et al. 2021

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Dietary supplements are widely advertised and the market is expanding worldwide. Research suggests that dietary supplement advertising may lead consumers to make inappropriate health-related decisions, to express behaviors such as overdosing, and to neglect healthy lifestyle behaviors. We conducted a content analysis of video advertisements for dietary supplements and described the content of advertisements with high numbers and frequent views. We analyzed 82 video advertisements on YouTube that promoted fat-reduction effects. We extracted 22 themes and classified them into 10 categories. The categories with the highest numbers of advertisements were “Exemption” (i.e., consuming the product frees the audience from refraining from binge eating) (20 ads, 24.4%) and “Health Concerns” (i.e., the product intake solves the health concerns of the audience) (19 ads, 23.2%). These advertisements may stimulate negative audience attitudes toward appropriate health behaviors. The category with the most frequent views was “Lifestyle” (i.e., adding product intake to a healthy lifestyle) (3,035,298 views). “Lifestyle” advertisements portray physical activity in a positive light and may promote appropriate health behaviors in the audience. We discuss the possible effects of the advertisements on audiences and consider issues for future research and practice.

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Endorsers’ presence in regulation and endorsements in dietary supplements’ advertising on Spanish radio

Cited by 8 publications

References 30 publications

What Do Polish Parents and Caregivers Think of Dietary Supplements for Children Aged 3–12?

What Do Polish Parents and Caregivers Think of Dietary Supplements for Children Aged 3–12?

To be or not to be confident in medicine: that's the question! An explorative study on consumer information inferences toward food supplements consumption

A Content Analysis of Video Advertisements for Dietary Supplements in Japan

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