This study examines how TV advertisements and social media platforms shape medicine use among Pakistani consumers. Through a cross-sectional online survey of 54 participants, the findings reveal a strong media influence on the purchase of multivitamins, herbal products, and over-the-counter medicines, particularly among younger age groups. The pull of influencer marketing and brand trust emerged as dominant purchase triggers, frequently overriding the judgment of qualified healthcare professionals. The data makes a case for urgent public health intervention, stronger media regulation, and pharmacist-led digital outreach to protect consumers from misinformed self-medication.
Abdul Mueez Khan (Thu,) studied this question.