{
  "abstract": "The growing use of glucagon-like peptide 1 (GLP-1) drugs such as Ozempic for weight loss interventions has led to increased concerns about inappropriate use, supply shortages, and high-risk sourcing. However, little is known about the influence of online marketing strategies on purchasing preferences for GLP-1 products. This study uses a survey with a Choice-Based Conjoint (CBC) exercise to assess features of social media posts that are most influential for intent to purchase GLP-1 products and identify motivations for use. Participants were recruited based on current use of GLP-1 drugs, previous use, or considering use (n = 242). Utility scores from the conjoint analysis quantified the influence of tested features. Conjoint findings showed greater preference for posts that feature branded semaglutide (e.g., Wegovy)(15.38, SD = 45.29), display products in packaging (47.49, SD = 46.72), have accredited digital pharmacies as the seller (25.16, SD = 47.31) (e.g., Amazon Pharmacy), include medical endorsements for diabetes treatment (13.16, SD = 49.04), and offer a free consultation (13.18, SD = 32.00). Analysis was conducted on survey questions measuring GLP-1 purchasing channels and motivations for use. Over half of participants (51.7%) reported that social media content influenced their perceptions of GLP-1 drugs and 45.8% (n = 65) of GLP-1 users reported purchasing product from high-risk sources (i.e., personal network or individual sellers online). Exploratory analysis shows a possible association between self-reported high-risk sourcing and reliance on GLP-1s for medical conditions. Overall, our findings identify influential attributes of GLP-1 social media ads (i.e., branding and visual display of products) and suggests greater support is needed for online moderation efforts to prevent high-risk purchasing activity and increase safe access to GLP-1s for those with medical needs.",
  "abstract_shown": true,
  "affiliations": [
    "Global Health Program, Department of Anthropology, University of California, San Diego, California, United States of America",
    "Global Health Policy & Data Institute, San Diego, California, United States of America",
    "University of Roehampton, School of Psychology, London, United Kingdom",
    "School of Medicine, University of California, San Diego, California, United States of America",
    "S-3 Research LLC, San Diego, California, United States of America"
  ],
  "article_type": "Research Article",
  "arxiv": null,
  "author_total": 6,
  "authors": [
    {
      "affs": [
        0,
        1
      ],
      "name": "Michael Robert Haupt",
      "orcid": "0000-0003-4985-7796"
    },
    {
      "affs": [
        2
      ],
      "name": "Staci Meredith Weiss"
    },
    {
      "affs": [
        3
      ],
      "name": "Alec J. Calac"
    },
    {
      "affs": [
        1
      ],
      "name": "Sydney Salazar"
    },
    {
      "affs": [
        1,
        4
      ],
      "name": "Meng Zhen Larsen"
    },
    {
      "affs": [
        0,
        1,
        4
      ],
      "name": "Tim K. Mackey"
    }
  ],
  "bibtex": "https://research.draconitic.com/paper/0qy8xdfy7wr36.bib",
  "cited_by": 0,
  "doi": "10.1371/journal.pone.0359937",
  "fulltext_url": "https://pmc.ncbi.nlm.nih.gov/articles/PMC13734441/",
  "id": "0qy8xdfy7wr36",
  "issns": [
    "1932-6203"
  ],
  "landing_url": "https://doi.org/10.1371/journal.pone.0359937",
  "language": "en",
  "licence": "CC-BY-4.0",
  "licence_label": "CC BY 4.0",
  "licence_source": "article",
  "licence_url": "https://creativecommons.org/licenses/by/4.0/",
  "metadata_licence": null,
  "native_subjects": [
    [
      "heading",
      "Advertising"
    ],
    [
      "heading",
      "Biology and Life Sciences"
    ],
    [
      "heading",
      "Body Weight"
    ],
    [
      "heading",
      "Communications"
    ],
    [
      "heading",
      "Computer Networks"
    ],
    [
      "heading",
      "Computer and Information Sciences"
    ],
    [
      "heading",
      "Diabetes Mellitus"
    ],
    [
      "heading",
      "Endocrine Disorders"
    ],
    [
      "heading",
      "Endocrinology"
    ],
    [
      "heading",
      "Internet"
    ],
    [
      "heading",
      "Marketing"
    ],
    [
      "heading",
      "Medical Conditions"
    ],
    [
      "heading",
      "Medicine and Health Sciences"
    ],
    [
      "heading",
      "Metabolic Disorders"
    ],
    [
      "heading",
      "Network Analysis"
    ],
    [
      "heading",
      "Physiological Parameters"
    ],
    [
      "heading",
      "Physiology"
    ],
    [
      "heading",
      "Psychological Attitudes"
    ],
    [
      "heading",
      "Psychology"
    ],
    [
      "heading",
      "Research Article"
    ],
    [
      "heading",
      "Research Design"
    ],
    [
      "heading",
      "Research and Analysis Methods"
    ],
    [
      "heading",
      "Social Communication"
    ],
    [
      "heading",
      "Social Media"
    ],
    [
      "heading",
      "Social Networks"
    ],
    [
      "heading",
      "Social Sciences"
    ],
    [
      "heading",
      "Sociology"
    ],
    [
      "heading",
      "Survey Research"
    ],
    [
      "heading",
      "Surveys"
    ],
    [
      "heading",
      "Weight Loss"
    ],
    [
      "plos",
      "/Biology and life sciences/Physiology/Physiological parameters/Body weight"
    ],
    [
      "plos",
      "/Biology and life sciences/Physiology/Physiological parameters/Body weight/Weight loss"
    ],
    [
      "plos",
      "/Biology and life sciences/Psychology/Psychological attitudes"
    ],
    [
      "plos",
      "/Computer and information sciences/Computer networks/Internet"
    ],
    [
      "plos",
      "/Computer and information sciences/Network analysis/Social networks/Social media"
    ],
    [
      "plos",
      "/Medicine and health sciences/Endocrinology/Endocrine disorders/Diabetes mellitus"
    ],
    [
      "plos",
      "/Medicine and health sciences/Medical conditions/Metabolic disorders/Diabetes mellitus"
    ],
    [
      "plos",
      "/Research and analysis methods/Research design/Survey research/Surveys"
    ],
    [
      "plos",
      "/Social sciences/Psychology/Psychological attitudes"
    ],
    [
      "plos",
      "/Social sciences/Sociology/Communications/Marketing/Advertising"
    ],
    [
      "plos",
      "/Social sciences/Sociology/Communications/Social communication/Social media"
    ],
    [
      "plos",
      "/Social sciences/Sociology/Social networks/Social media"
    ]
  ],
  "openalex": null,
  "pdf_url": null,
  "pmcid": "PMC13734441",
  "pmid": "42981240",
  "published": "2026-11-04",
  "publisher": "Public Library of Science",
  "ris": "https://research.draconitic.com/paper/0qy8xdfy7wr36.ris",
  "sources": [
    {
      "first_seen": "2026-11-05T12:20:11Z",
      "native_id": "10.1371/journal.pone.0359937",
      "source": "plos",
      "url": "https://doi.org/10.1371/journal.pone.0359937"
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  "subjects": [
    {
      "field": "biology",
      "origin": "heading:Biology and Life Sciences",
      "subfield": "general"
    },
    {
      "field": "medicine",
      "origin": "plos:endocrinology",
      "subfield": "endocrinology-metabolism"
    },
    {
      "field": "medicine",
      "origin": "plos:physiology",
      "subfield": "physiology"
    }
  ],
  "title": "Investigating GLP-1 sourcing preferences on social media and motivations for use: Survey with choice-based conjoint (CBC) exercise",
  "title_text": "Investigating GLP-1 sourcing preferences on social media and motivations for use: Survey with choice-based conjoint (CBC) exercise",
  "type": "peer-reviewed",
  "updated_at": "2026-11-08T12:23:57Z",
  "url": "https://research.draconitic.com/paper/0qy8xdfy7wr36",
  "venue": "PLOS One",
  "versions": []
}