The impact of social media on the use of nutritional supplements: A study within the framework of the theory of planned behavior

Dietary supplements are effectively used by individuals with high health awareness. The fact that dietary supplements can be sold over-the-counter allows them to be marketed on social media. Accordingly, a study was conducted within the framework of the theory of planned behavior to determine whether social media has an impact on individuals' use of dietary supplements and, if so, to what extent. The study was conducted with individuals aged 18 and over residing in Turkey, and the data obtained were tested with the SPSS 21.00 and AMOS 24.00 statistical programs. Reliability analysis and normality test, confirmatory factor analysis, exploratory factor analysis, descriptive statistical analyses, structural equation modeling (YEM) analysis, independent sample t-test, one-way analysis of variance (ANOVA), and demographic data analysis were applied to the data obtained from the study. The results of the study revealed that individuals do not have sufficient knowledge about dietary supplements, social media use has no effect on intention, but significantly affects the behavior of purchasing dietary supplements. Additionally, it was found that attitude towards behavior, subjective norm, and perceived behavioral control variables have a significant effect on the intention to purchase dietary supplements.