The Digital Pulse of Healthcare: Social Media Credibility and Influencer Marketing’s Impact on Public Health Decisions in Pakistan

Abstract

In the evolving digital communication landscape, social media influencers have emerged as pivotal figures in discussions around health and consumer decisions, particularly in low and middle-income nations where healthcare access is limited. The research investigates the impact of influencer marketing on healthcare choices in Pakistan, focusing on trust, engagement, transparency, and health literacy. The research utilises a mixed-method design, combining survey data from 400 social media users aged 18 to 35 with qualitative interviews of 15 influencers and 10 healthcare experts. Our findings demonstrate that the trustworthiness of producers and user involvement significantly predict medical decision-making, while sponsorship disclosure and health literacy influence the extent of impact. The findings align with the Source Credibility theory, highlighting the persuasiveness of trusted and relatable digital voices in health messages. However, the report also delineates ethical concerns including misrepresentation, lack of regulation, and jeopardizing consumer autonomy. Policy recommendations should encompass influencer identification, disclosure of brand affiliations, and the implementation of online health literacy courses to harness the potential of influencer marketing for societal benefit while mitigating its adverse effects. The study provides significant insights into the interrelation of marketing, ethics, and public health within the Pakistani digital landscape.