The role of non-prescription drug advertisements in consumer purchasing behaviors after the pandemic: the example of Abdi İbrahim

The aim of this study is to examine the socioeconomic impacts of the COVID-19 pandemic, which entered our lives in February 2020, on individuals and to investigate the reasons behind the increase in over-the-counter (OTC) drug use during the post-pandemic recovery period. The study also analyzes consumers' purchasing behaviors toward OTC drugs in the post-pandemic era. In this context, the COVID-19 pandemic process, the concept of OTC, the promotion of over-the counter drugs, pharmaceutical promotion guidelines, and OTC drug advertisements by the pharmaceutical company Abdi İbrahim are discussed in detail. Semi structured in-depth interviews were conducted with the Abdi İbrahim pharmaceutical company as part of the study. Based on the data obtained from these interviews, survey questions were developed. To determine the effects of OTC drug advertisements on consumer behavior, a survey was administered to 393 randomly selected individuals at two different pharmacies located across from busy hospitals in Istanbul. The survey consisted of 39 questions, and the data were collected using online methods. The data obtained within the scope of the study were analyzed using online statistical analysis tools. The hypotheses of the research were compared and discussed in depth based on the data obtained from the surveys and interviews. As a result of the study, it was revealed that OTC drug advertisements led to significant changes in consumer purchasing behavior in the post-pandemic period.