Analyzing the role of social networks in controlling the counterfeit sports supplements market

Document Type : Original Article

Authors

1 PhD Student, Department of Sport Management, Faculty of Sport Sciences, Razi University, Kermanshah, Iran

2 Associate Professor, Department of Sport Management, Faculty of Sport Sciences, Razi University, Kermanshah, Iran

3 Assistant Professor, Department of Sport Management, Faculty of Sport Sciences, Razi University, Kermanshah, Iran

4 Assistant Professor, Department of Sport Physiology, Faculty of Sport Sciences, Razi University, Kermanshah, Iran

5 PhD in Sports Pathology, Vice President of the Iranian Sports Medicine Federation

10.22034/jsmk.2025.68458.1158

Abstract

Given the significant growth in the use of social networks among athletes, these platforms have become an effective tool for controlling the counterfeit sports supplements market. The main objective of the research was to analyze the role of social networks in controlling the counterfeit sports supplements market. The research method was qualitative and data-driven. The statistical population of the present study consisted of three groups of consumers, suppliers of these supplements, and sports nutritionists. The snowdrop sampling method was used for sampling to conduct semi-structured interviews. The research tool was an interview, which was conducted with 19 people. The validity of the research tool (interview) was confirmed by the interviewees and then by expert professors, and the intra-subject agreement method was used to measure reliability. The grounded theory method and Max Quda software version 20 were used to analyze the data. The findings of this study showed that the role of social networks in controlling the counterfeit sports supplements market includes: public awareness and education, monitoring and tracking, technology development, deterrence, improving media culture, recognizing legal aspects, and branding legal sellers. These categories included a total of 19 main concepts and 82 factors or open codes. Based on the findings of the study, we conclude that social networks play an effective role in identifying and exposing counterfeit sports supplements by increasing public awareness. These platforms help to clarify the market by providing immediate user feedback and social monitoring.

Keywords

Main Subjects

References

Broniecka, A., Sarachman, A., Zagrodna, A., & Książek, A. (2025). Dietary supplement use and knowledge among athletes: Prevalence, compliance with AIS classification, and awareness of certification programs. Journal of the International Society of Sports Nutrition, 22(1), 2496450.
Catalani, V., Negri, A., Townshend, H., Simonato, P., Prilutskaya, M., Tippett, A., & Corazza, O. (2021). The market of sport supplement in the digital era: A netnographic analysis of perceived risks, side-effects and other safety issues. Emerging trends in drugs, addictions, and health, 1, 100014.
Cox, L., Gibbs, N., & Turnock, L. A. (2024). Emerging anabolic androgenic steroid markets; the prominence of social media. Drugs: Education, Prevention and Policy, 31(2), 257-270.
da Justa Neves, D. B., & Caldas, E. D. (2015). Dietary supplements: International legal framework and adulteration profiles, and characteristics of products on the Brazilian clandestine market. Regulatory Toxicology and Pharmacology, 73(1), 93-104.
Denham, B. (2024). Use of Social Media in Sport Organizations: Communicating Risks Associated with Contaminated Dietary Supplements. In Routledge Handbook of Sport and Social Media (pp. 247-261). Routledge.
Ganson, K. T., Sinicropi, E., & Nagata, J. M. (2024). Analyzing social media policies on muscle-building drugs and dietary supplements. Substance use & misuse, 59(3), 380-387.
Herliani, E., Salim, Y., Suharto, I., Bolkiah, M. H., & Mukhlis, I. F. (2023). Online Marketing of Herbal Medicines and Supplements (Case Study of Farah Shop, Banjarmasin). Journal Markcount Finance, 1(2), 98-129.
Hilkens, L., Cruyff, M., Woertman, L., Benjamins, J., & Evers, C. (2021). Social media, body image and resistance training: creating the perfect ‘me’with dietary supplements, anabolic steroids and SARM’s. Sports medicine-open, 7(1), 81.
Itani, O. S., Badrinarayanan, V., & Rangarajan, D. (2023). The impact of business-to-business salespeople’s social media use on value co-creation and cross/up-selling: the role of social capital. European Journal of Marketing, 57(3), 683-717.
Jahangiri, M., & Ferdousi, R. (2022). Identification of the adverse effects of sports supplements through social media text mining. Available at SSRN 4177644.  (In Persian)
Kannal, N. M., Asmathunnisa, N., & Kallimani, J. S. (2024). Impacts of Fake Reviews on Dietary Supplements and Healthcare Products in Social Media. 2024 15th International Conference on Computing Communication and Networking Technologies (ICCCNT),
Klein, J. J., & Schweikart, S. J. (2022). Does regulating dietary supplements as food in a world of social media influencers promote public safety? AMA journal of ethics, 24(5), 396-401.
Kumar, N., Nawaz, Z., & Samerguy, P. (2024). The power of social media fitness influencers on supplements: how they affect buyer’s purchase decision? International Journal of Pharmaceutical and Healthcare Marketing, 18(1), 27-46.
Magnolini, R., Falcato, L., Cremonesi, A., Schori, D., & Bruggmann, P. (2022). Fake anabolic androgenic steroids on the black market–a systematic review and meta-analysis on qualitative and quantitative analytical results found within the literature. BMC public health, 22(1), 1371.
Mahmoudi Meymand, F., Takian, A., & Jaafaripooyan, E. (2024). The challenges associated with the prevention of smuggling and counterfeiting health goods in Iran. BMC Public Health, 24(1), 1564.  (In Persian)
Martín-Rodríguez, A., Belinchón-deMiguel, P., Rubio-Zarapuz, A., Tornero-Aguilera, J. F., Martínez-Guardado, I., Villanueva-Tobaldo, C. V., & Clemente-Suárez, V. J. (2024). Advances in understanding the interplay between dietary practices, body composition, and sports performance in athletes. Nutrients, 16(4), 571.
Melchior, C., & Oliveira, M. (2024). A systematic literature review of the motivations to share fake news on social media platforms and how to fight them. New Media & Society, 26(2), 1127-1150.
Mohamadi Askarabadi, M., Eydi, H., & Abbasi, H. (2024). Qualitative Study of Strategies and Consequences for the Development of Iran's Sports Economy. Contemporary Studies On Sport Management, 13(26), 67-79. https://doi.org/10.22084/smms.2022.23914.2825  (In Persian)
Monk, M. (2021). Emergent trends in the Chinese counterfeit pharmaceutical supply chain and opportunities for public-private reform.
Moshoeshoe, R., Enslin, G., & Katerere, D. (2022). An exploratory assessment of the legislative framework for combating counterfeit medicines in South Africa. Journal of Pharmaceutical Policy and Practice, 15(1), 3.
Murofushi, Y., Kawata, Y., Nakamura, M., Yamaguchi, S., Sunamoto, S., Fukamachi, H., Aono, H., Kamihigashi, E., Takazawa, Y., & Naito, H. (2024). Assessing the need to use sport supplements: The mediating role of sports supplement beliefs. Performance Enhancement & Health, 12(1), 100269.
Peeling, P., Castell, L. M., Derave, W., de Hon, O., & Burke, L. M. (2019). Sports foods and dietary supplements for optimal function and performance enhancement in track-and-field athletes. International journal of sport nutrition and exercise metabolism, 29(2), 198-209.
Raj, A., Yadav, T., Patil, S., Kalra, A., Sardana, S., & Nirbhavane, P. (2025). Counterfeit medicine: a major public health concern and effective remedies for combatting the crisis. Discover Pharmaceutical Sciences, 1(1), 1-22.
Rajput, A., & Gandhi, A. (2024). The branding power of social media influencers: an interactive marketing approach. Cogent Business & Management, 11(1), 2380807.
Rizvi, R. F., Wang, Y., Nguyen, T., Vasilakes, J., Bian, J., He, Z., & Zhang, R. (2019). Analyzing social media data to understand consumer information needs on dietary supplements. Studies in health technology and informatics, 264, 323.
Sfodera, F., Mattiacci, A., Nosi, C., & Mingo, I. (2020). Social networks feed the food supplements shadow market. British Food Journal, 122(5), 15. 1548_31.
Sharp, K. J., Vitagliano, J. A., Weitzman, E. R., Fitzgerald, S., Dahlberg, S. E., & Austin, S. B. (2021). Peer-to-peer social media communication about dietary supplements used for weight loss and sports performance among military personnel: pilot content analysis of 11 years of posts on Reddit. JMIR Formative Research, 5(10), e28957.
Wahab, R. A., Al-Annan, M., & Darwish, E. M. (2025). The Impact of Social Media on Dietary Supplement Consumption in Bahrain. 2024 International Conference on IT Innovation and Knowledge Discovery (ITIKD),
Wang, L., Meng, Q., & Su, C.-H. (2024). From food supplements to functional foods: Emerging perspectives on post-exercise recovery nutrition. Nutrients, 16(23), 4081.
Zhang, R., & Hong, X. (2021). Effect of Sports Nutrition Supplement on the Increase of Physical Strength Based on Mobile Sensor Network Technology. Wireless Communications and Mobile Computing, 2021(1), 8288747.
Zolkepli, I. A., Omar, A., Ab Rahim, N. H., Tahir, S. N. K. M., & Tiwari, V. (2023). Social media advertising, celebrity endorsement, and electronic word-of-mouth effect on health supplement purchasing behaviour. Asian Journal of Research in Business and Management, 4(4), 185-199.

Files

History

  • Receive Date: 03 August 2025
  • Revise Date: 17 September 2025
  • Accept Date: 12 October 2025

Share

How to cite

Statistics