Background/Purpose: Social media influencers (SMIs) are increasingly shaping how individuals with health conditions access information about their health, engage with online support systems, and engage in behaviors and treatment. Online health communities are becoming pivotal spaces for health education, support, and behavioral influence. This ongoing mixed-methods study investigates health communication among four health conditions: arthritis, diabetes, perinatal mental health, and neurodiverse parenting. Based on the elaboration likelihood model, we aim to understand the interaction of influencer characteristics and communication styles with audience trust, engagement, and health behavior change.
Methods: Participants included SMIs and their followers and were recruited from Instagram. Influencers were invited to complete a survey, participate in a qualitative interview, and facilitate recruitment of their followers. Followers also completed a survey, and a subset participated in focus group interviews. We will use qualitative and quantitative approaches to understand the relationships between influencer characteristics, audience trust, involvement, and self-reported behavioral engagement.
Projected Results: Preliminary observations suggest that online health communities respond significantly differently to digital health research and influencer-based communication. Researchers anticipate that influencers who are viewed as more trustworthy, relatable, knowledgeable, and connected to their communities may encourage greater audience engagement and participation within online spaces.
Implications: Findings from this work may help shape future public health communication efforts within digital spaces. By better understanding how people build trust, engage with health content, and connect within online communities, researchers and public health professionals can develop more effective and community-centered approaches to digital health outreach, education, and support.
