Exploring the Impact of Social Media Influencers on Adults’ Health Behaviour: The Role of Credibility, Trust and Emotional Resonance

Aim of the Study: The study aimed to explore the impact of social media influencers on adults’ health behavior, with a particular focus on the mediating roles of credibility, trust, and emotional resonance. Drawing on Parasocial Interaction Theory, the research sought to understand not only whether influencers shape health practices, but also how emotional and relational factors contribute to this influence. Methodology: A survey of 245 adults was conducted to assess their exposure to influencers, perceptions of credibility and trust, emotional resonance, and self-reported health behaviors. Data was collected using closes ended questionnaire using convenient sampling technique in Rawalpindi, Pakistan. Data were analyzed using multiple hierarchical regression, ANOVA, independent-samples t-tests, and structural equation modeling to test both direct and indirect pathways. Findings: The results showed that social media influencers significantly predicted health behavior both directly and indirectly. Emotional resonance emerged as the strongest mediator, exerting a large positive effect, while credibility had a small negative influence and trust was not significant. Participants with higher exposure to influencers reported healthier behaviors than those with lower exposure, confirming the role of social media engagement in shaping lifestyle choices. The SEM model demonstrated partial mediation, with influencers continuing to exert a strong direct effect even after accounting for mediators. Conclusion: The study concludes that the effectiveness of influencers lies not only in the accuracy of the information they provide but also in the emotional connections they establish with their audiences. These findings extend Parasocial Interaction Theory into digital health contexts and highlight the importance of authenticity and relatability in persuasive communication. For practice, the results suggest that public health campaigns can benefit from collaborating with influencers who are both emotionally engaging and ethically responsible.