The role of influencer marketing in the health sector and health products

Influencer marketing is a marketing strategy that allows businesses to promote products and services and reach potential customers through influencers with compelling personalities on social media platforms. This technique is increasingly used, particularly in the healthcare sector, allowing brands to reach their target audiences reliably and effectively. In sensitive and personal product categories like healthcare products, influencer recommendations can directly influence consumer behavior and shape purchase intentions. This research aims to reveal the effects of influencer marketing on healthcare products and its contribution to consumer purchase intentions. The data obtained was examined using content analysis and descriptive analysis. The analysis results indicate that some brands actively utilize influencer marketing, while others prefer to manage their target audiences in a traditional manner. While influencer marketing has positive effects on the healthcare products sector, such as increasing brand awareness, building trust, providing rapid access, and producing free content on social media, some influencers have also been observed promoting products without sufficient knowledge, constantly requesting free products, engaging in unethical sharing, reaching the wrong target audience, and misleading product recommendations.