IMPACT OF SOCIAL MEDIA INFLUENCER-DOCTORS ON HEALTH BEHAVIOR CHANGE AMONG UNN NSUKKA CAMPUS STUDENTS.

Abstract

The wide spread of social media has positively influenced how health information is communicated, especially through influencer doctors (medical professionals) who use media platforms like X, Facebook, Youtube, Instagram, etc. to engage a large audience. This study analyzed the impact of social media influencer doctors on health behavior change among Nsukka Campus Students (UNN). A structured survey was conducted with 400 students to evaluate their consumption of health content on social media from influencer doctors and its correlation with changes in their health behaviors such as dieting, exercising, preventive care, etc. The findings reveal a significant positive relationship between frequent engagement with influencer doctors’ content and the adoption of healthier behaviors. Furthermore, the survey results show that confidence in the legitimacy of influencer doctors is a significant factor in behavior change, agreeing with other studies on the significance of trust in digital health communication. Also, the study recommends government engagement with social media influencer doctors as a public health disease prevention mechanism. The study concludes that social media influencer doctors when trusted, can effectively promote health.