Lead author of the study, Ph.D. candidate Clare Davies from the Discipline of Media and Communications, said the initial findings suggest women are just as likely to accept health messages on social media – promoted by influencers – as they are from public health communicators.
“The women we spoke to were highly influenced to take up diet and exercise messages on social media if they felt a sense of ‘connection’, or relatability, with the source of the message,” she said.
“Social media influencers embody this connection by fostering relationships with their audiences and sharing anecdotes about their own lives and behaviors. This was amplified during the pandemic when many women turned online to seek connectivity and explore new ways of living a healthy life.”
Although much of the world has emerged from COVID-19-induced lockdowns, Ms. Davies said many of the women surveyed continued to