LEVERAGING DIRECT-TO-CONSUMER ADVERTISING: IMPACT ON PUBLIC AWARENESS AND PURCHASE INTENTIONS OF LICORICE AND ALOE VERA SUPPLEMENTS FOR MANAGING GASTRO-ESOPHAGEAL REFLUX DISEASE AMONG WOMEN

Abstract

This study investigates the role of Direct-to-Consumer Advertising (DTCA) in promoting licorice and aloe vera-based dietary supplements as safer remedies for managing GERD symptoms among women in Pakistan. Using a quasi-experimental pretest-posttest design, 200 participants from Karachi and Hyderabad completed Likert-scale questionnaires assessing their knowledge and purchase intentions before and after exposure to a DTCA video. The Wilcoxon Signed-Rank Test, Mann-Whitney U Test, and Pearson Correlation were applied for analysis. Results indicate a significant increase in participants' knowledge and purchase intentions following DTCA exposure, with higher education levels linked to more excellent knowledge retention. A strong positive correlation between post-knowledge and purchase intention highlights the effectiveness of DTCA in influencing consumer behavior. The study recommends evidence-based advertising campaigns and consumer education initiatives to ensure informed decision-making. Future research should explore long-term behavioral changes and cross-media comparisons to optimize DTCA strategies and support responsible marketing practices in the health sector.