Social media influencers for health promotion

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

Abstract

Social media users, in particular minors and young adults, seem susceptible to the activities of influencers on social media platforms such as Instagram (see Chapters 12 and 13), YouTube, and TikTok. Most studies on the effects of influencer communication have focused on promotional activities of influencers related to marketing strategies. However, social media influencers could also play an important role in social marketing strategies promoting health-related behaviors, such as healthier diets, increased physical activity, safer sex, non-smoking, getting vaccinated, and attending health screenings. The main aim of this chapter is to explore the potential of social media influencers for health-related prevention and intervention campaigns. This chapter starts with a definition and general description of social media influencers, including a description of the opportunities and risks of using social media influencers in health campaigns. Next, evidence-based findings on the effects of the promotion of healthier foods, physical activity, and sexual health by social media influencers will be presented. This chapter concludes with directions for future research and practice.
Original languageEnglish
Title of host publicationHealth, Media, and Communication
EditorsGert-Jan de Bruijn, Heidi Vandebosch
PublisherDe Gruyter Mouton
Pages49-67
DOIs
Publication statusPublished - Jan 2025

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