Trusted but Questioned: Youth Perceptions of Social Media Influencer Credibility in Health Communication on Instagram and TikTok

Nurafiq Inani Man, Nur Imanina Azman, Gambo Ibrahim Ahmad, Afiqah Mior Kamarulbaid

Abstract


The increasing reliance on social media has positioned influencers as prominent health communicators, yet concerns persist regarding credibility within an increasingly commercialised digital landscape. This study examines how Malaysian youth construct credibility and negotiate trust in influencer-led health communication. Adopting a qualitative interpretive approach, in-depth interviews were conducted with 15 youth aged 18–30 in the Klang Valley who actively engage with health content on Instagram and TikTok. Thematic analysis reveals that credibility is not a fixed attribute, but a dynamic, multidimensional process shaped by experiential expertise, relational authenticity, and transparency. Youth prioritise lived experience over formal credentials and engage in forms of digital collectivism, relying on peer validation and comment-section consensus to assess message legitimacy. Platform-specific dynamics further shape credibility judgments: Instagram is associated with curated professionalism, whereas TikTok facilitates algorithmic immediacy and perceived authenticity. While influencers effectively catalyse health awareness, particularly around mental health, behavioural engagement is often experimental and short-term rather than sustained. Theoretically, this study extends Source Credibility Theory by foregrounding the relational and communal construction of trust within non-Western digital contexts. Practically, the findings highlight the importance of experiential storytelling and community engagement for health organisations seeking to leverage influencer communication while mitigating misinformation risks.

 

Keywords: Health communication, social media influencers, perceived credibility, youth, Instagram and TikTok.

 

https://doi.org/10.17576/JKMJC-2026-4201-27


Full Text:

PDF

References


Abidin, C. (2016). Visibility labour: Engaging with influencers’ fashion brands and #OOTD advertorial campaigns on Instagram. Media International Australia, 161(1), 86–100. https://doi.org/10.1177/1329878X16665177

Archibald, M. M., Ambagtsheer, R. C., Casey, M. G., & Lawless, M. (2019). Using Zoom videoconferencing for qualitative data collection: Perceptions and experiences of researchers and participants. International Journal of Qualitative Methods, 18, 1–8. https://doi.org/10.1177/1609406919874596

Audrezet, A., de Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557–569. https://doi.org/10.1016/j.jbusres.2018.07.008

Azlan, A. A., Hamzah, M. R., Sern, T. J., Ayub, S. H., & Mohamad, E. (2020). Public knowledge, attitudes and practices towards COVID-19: A cross-sectional study in Malaysia. PLoS One, 15(5), e0233668. https://doi.org/10.1371/journal.pone.0233668

Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa

Brinkmann, S., & Kvale, S. (2015). InterViews: Learning the craft of qualitative research interviewing (3rd ed.). SAGE.

Chou, W.-Y. S., Oh, A., & Klein, W. M. P. (2023). Addressing health misinformation in social media: What we know and what we need to learn. American Journal of Public Health, 113(S1), S23–S29. https://doi.org/10.2105/AJPH.2022.307163

Department of Statistics Malaysia. (2024). ICT use and access by individuals and households. https://www.dosm.gov.my

De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/gf3gkr

Hennink, M., Kaiser, B. N., & Marconi, V. C. (2022). Qualitative research methods (2nd ed.). SAGE.

Hofstede, G. (2011). Dimensionalizing cultures: The Hofstede model in context. Online Readings in Psychology and Culture, 2(1), 1–26. https://doi.org/cbjq

Horton, D., & Wohl, R. R. (1956). Mass communication and parasocial interaction. Psychiatry, 19(3), 215–229. https://doi.org/10.1080/00332747.1956.11023049

Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion: Psychological studies of opinion change. Yale University Press.

Kaňková, M., Binder, A., & Matthes, J. (2024). Credibility of social media influencers in health communication. Health Communication, 40(7), 1300-1313. https://doi.org/qw2v

Kozinets, R. V., Patterson, A., & Ashman, R. (2017). Networks of desire: How technology increases our passion to consume. Journal of Consumer Research, 43(5), 659–682.

https://doi.org/10.1093/jcr/ucw061

Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments. Journal of Interactive Marketing, 28(2), 134–148. https://doi.org/bcpf

Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. SAGE.

Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501

Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501

Malterud, K., Siersma, V. D., & Guassora, A. D. (2016). Sample size in qualitative interview studies: Guided by information power. Qualitative Health Research, 26(13), 1753–1760. https://doi.org/10.1177/1049732315617444

Malaysian Communications and Multimedia Commission. (2022). Internet users survey 2022. https://www.mcmc.gov.my

Nadzirah, N., Ismail, S., & Ahmad, N. (2022). eHealth literacy among Malaysian youth: Implications for online health information evaluation. BMC Public Health, 22, 1567. https://doi.org/10.1186/s12889-022-13745-9

Norman, C. D., & Skinner, H. A. (2006). eHealth literacy: Essential skills for consumer health in a networked world. Journal of Medical Internet Research, 8(2), e9. https://doi.org/10.2196/jmir.8.2.e9

Noy, C. (2008). Sampling knowledge: The hermeneutics of snowball sampling in qualitative research. International Journal of Social Research Methodology, 11(4), 327–344. https://doi.org/10.1080/13645570701401305

Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191

Patton, M. Q. (2015). Qualitative research & evaluation methods (4th ed.). SAGE.

Pretorius, C., McCashin, D., & Coyle, D. (2022). Mental health professionals as influencers on TikTok and Instagram: What role do they play in mental health literacy and help-seeking? Internet Interventions, 30, 100591. https://doi.org/qw2w

Southwell, B. G., Niederdeppe, J., Cappella, J. N., Gaysynsky, A., & Kelley, D. E. (2023). Misinformation as a public health challenge: Communication strategies and research directions. American Journal of Public Health, 113(S1), S5–S8. https://doi.org/qw2x

Suhaimee, S., Hassan, M. S., & Abdul Rahman, N. (2021). Social media literacy and credibility evaluation among Malaysian youth. Jurnal Komunikasi: Malaysian Journal of Communication, 37(2), 230–246. https://doi.org/10.17576/JKMJC-2021-3702-14

Temple, B., & Young, A. (2004). Qualitative research and translation dilemmas. Qualitative Research, 4(2), 161–178. https://doi.org/10.1177/1468794104044430


Refbacks

  • There are currently no refbacks.


e-ISSN: 2289-1528