Dissemination of Health Content through social media and its Acceptability by the Viewers

Abstract

Increasing exposure to the different social media applications has led towards more dependency on social media influencers in general and especially on health-related content creators. This survey study is an attempt to investigate the reasons for this blind following and outcome of this faith on health content creators. 384 respondents were approached by researchers to collect the data by using a survey questionnaire. Results of the study show that health content in the form of short videos, especially through Instagram, TikTok and YouTube was given more exposure. Health influencers using logical approaches by giving scientific evidence were more rigorously followed. Another major criterion was the credibility and qualification of the influencer. Overall opinion of social media users was that health influencers are doing positive efforts to give awareness, but a large majority also holds the view that this content is misleading sometimes, probably in the quest of number of subscribers and watch time. Thus, the results indicate that respondents have a fairly balanced attitude towards health influencers and acknowledge their usefulness for health promotion, while also being aware of their possible negative consequences.