Timothy K. Mackey and Michael R. Haupt, 2025

From emojis to packaging, what makes an online drug ad feel “safe?” This research examines how social media marketing tactics — and user psychology — affect perceived risk and intent to buy. 

The main objective of the research was to conduct a two-part survey to evaluate how different types of drugs advertised on social media influence safety perceptions and intent to purchase by users. Specifically, the project will:

1. Assess how the use of official vs dealer-made branding influences safety perceptions for initiating a drug purchase on a social media platform. The following options will be tested: brand name drugs in official packaging, brand name drugs in plastic bag, dealer-made brands, and drugs displayed with no packaging. Other attributes of social media posts such as types of drugs offered (e.g., Adderall, marijuana, cocaine, Xanax, and Oxycontin), text features (e.g., use of slang words, emojis), pricing (e.g., above/below/at market value), and platform (e.g., Instagram, Twitter, Facebook) will also be tested.
2. Examine how demographic (e.g., age, gender, income) and psychological factors (e.g., propensity for sensation-seeking behaviors) influence drug purchasing behaviors (e.g., ever purchased, purchase frequency) across online platforms.

This research was published by the Center for Anti-Counterfeiting and Product Protection at Michigan State University.

To read the full online publication, click here.

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