Social Media Promotion Timing to Influence Consumer Behavior in E-Pharmacies

Social media channels have become absolutely vital
tool for online pharmacies seeking customers and higher sales.
Since it can significantly influence consumer behavior, the
timing of promotional activities should be given great attention.
Regarding promotions, many online pharmacies lack strategic
knowledge of the optimal timing, which results in lost
opportunities for better consumer involvement and conversion.
This is true even if social media marketing is becoming ever
more trendy. The purpose of this study is to establish the
relationship between the timing of social media campaigns and
the purchasing behavior of possible customers visiting online
pharmacies. Over three months, data was gathered from the
most well-known e-pharmacy systems under special focus on
consumer interactions, click-through rates, and purchase
behavior at various intervals. Combining sentiment analysis
with Random Forest regression techniques, consumer responses
to promotions distributed at several times of the day and week
was investigated. The matching marketing plans with consumer
routines is emphasized by the fact that conversion rates show to
be higher during the week than on the weekends. The research
also underlines how customized promotional material improves
the impact of well-timed postings, so implying a harmonic
interaction between timing and content relevance.