<![CDATA[Background: Self-medication, influenced by social and economic factors, poses a significant global healthcare challenge, particularly in affluent nations. Research indicates that cultural, political, and environmental factors also shape self-medication practices for the prevention or treatment of symptoms and illnesses.Objectives: This study aims to comprehensively examine and analyse the simultaneous influence of pharmaceutical digital marketing, brand experience, and reference groups on consumers' OTC medication buying behaviour. A cross-sectional study was designed, utilizing online, self-administered questionnaires comprising 18 valid items, including the marketing, brand experience, and reference groups influences on university students’ OTC medication buying behaviour. The final sample comprised 282 valid responses. A Partial Least Squares Structural Equation Modelling (PLS-SEM) was fitted to determine factors that predict OTC medication buying behaviour. The data were analysed using SmartPLS software (version 4.1.0.8).Results: Brand experience and reference groups have a significant influence on OTC medication buying behaviour. Positive brand experiences play a role in building consumer trust and loyalty, reinforcing the likelihood of repeat purchases. Additionally, the influence of friends, family, and social environment has been proven to meaningfully affect final purchasing decisions. Conversely, pharmaceutical digital marketing does not show a significant influence on OTC medication buying behaviour within the scope of this study.Conclusion: These findings indicate that trust formed through brand direct experience and social influence remains more influential in driving consumer behaviour than exposure to digital marketing. In the digital age, these three factors work together to make consumer behaviour patterns more dynamic based on trust, experience, and social influence.]]>
