The Role of Social Media Influencer Doctors in Shaping Health Attitudes among University Students in Southeast Nigeria

In an era dominated by digital communication, doctor-influencers have emerged as a significant source of health information globally. This study explored students’ perception of influencer doctors, the extent to which they engage with their content, and their influence on health-related beliefs and behaviours. Using Philip Meyer’s sample size calculations, this study engaged 400 students at 6 universities in southeast Nigeria, and used the mixed methods approach (quantitative and qualitative methods) to elicit data. Through the use of SPSS data tables, mediation analysis as outlined by Baron and Kenny (1986), and thematic analysis, it was found that students believe the social media influencer doctors because they find them credible. These influencers were found to play a positive role in students’ health choices, particularly regarding the health topics they have expounded on. The study recommended that the Ministry of Health work with the influencer doctors and use their platforms as a mechanism to combat the high spread of infectious diseases, promote a healthy lifestyle to the public, especially the youth, and control the wide spread of diseases during health epidemics and pandemics.