DIGITAL HEALTH INFLUENCERS: REDEFINING HEALTH COMMUNICATION IN THE SOCIAL MEDIA ERA

The emergence of social media has altered the landscape of health communication, with digital health influencers serving a vital intermediary between medical information and the public. These influencers use platforms such as Instagram, YouTube, TikTok, and Twitter to broadcast health-related information, promote wellness behaviours, and engage audiences with personalized and interactive content. Unlike traditional communication channels, digital health influencers use relatability, narrative, and peer credibility to increase audience trust and engagement. However, their expanding influence presents critical issues such as information accuracy, potential disinformation, ethical responsibility, and the necessity for regulatory frameworks. This paper critically investigates the role of digital health influencers in redefining health communication, addressing both their potential to improve public health literacy and the challenges they provide in preserving authenticity, trustworthiness, and evidence based practice. The increasing influence and widespread adoption of social media has significantly enhanced public health awareness. Through diverse platforms, individuals are exposed to information on yoga, nutrition, exercise, mental health, and healthy food habits, thereby contributing to improved health literacy and greater health consciousness. This paper also aims to focus on these aspects. The study found that digital health influencers are a transformative force in the social media era, necessitating collaboration among healthcare professionals, governments, and platforms to maximise their beneficial impact on health communication. Digital health influencers are transforming health communication by increasing awareness, accessibility, and engagement on social media. While they provide new options for personalized and interactive health promotion, their expanding influence emphasizes the importance of credibility, regulation, and ethical responsibility in digital health communication.