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Effect of Counterfeit Products in Social Media Marketing on Consumers Health in Bayelsa State

Douglas Jonah-Eteli

Abstract

The rapid growth of digital platforms has transformed marketing practices globally, providing unprecedented opportunities for both legitimate and illicit commerce. This paper examines the effect of counterfeit products in social media marketing and consumer health in Bayelsa state. The further examined the concept of counterfeit products, concept of social media marketing, concept of consumer health, forms of social media marketing for counterfeiting, types of counterfeit products, proliferation of counterfeit products on social media, consumer behavior factors facilitating circulation and health risks of counterfeit products. The study highlights key consumer behavior factors, including price sensitivity, perceived trust, peer influence, aspirational buying, and gaps in digital literacy, which contribute to the circulation and consumption of counterfeit goods. Findings reveal significant public health risks, including organ toxicity, therapeutic failures, and pediatric vulnerabilities, exacerbated by algorithm- driven marketing and influencer promotions. The study underscores the urgent need for enhanced regulatory enforcement, consumer education, and targeted interventions to mitigate health risks and curb the spread of counterfeit products.

Keywords

Counterfeit productssocial media marketingconsumer health

References

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