Investigating the Power of Social Media Influencers as Health Promoters in the Middle East and Africa: A Scoping Review
Abstract
The rise of the social media influencer (SMI) and the phenomenon which has led to many studies beginnings to demonstrate an interest in understanding the potential impact of SMIs in health promotion. Previous studies have noted the impact and influence that SMIs can have on their followers purchase intentions, and this poses a key opportunity to understand how this may be applied to a health field. The current review investigated the power of SMIs in the Middle East and North Africa (MENA) to influence physical activity and dietary behaviours. Following a lack of studies, this search was increased to a global with a focus on providing potential recommendations for the impact of SMIs in MENA. The study identified 12 articles which noted the importance of parasocial relationships in influencers’ power over their followers. Further, the review provides discussions regarding key factors and potential impacts of SMIs on health promotion. The study provides practical implications for future studies and research to further the investigation of the impact of SMIs on health promotion and provides some caution in the applicability to health promotion. While the studies appear to note the beneficial role of SMIs in health promotion, it is key that the information they provide their followers is factual, evidence-based and will not increase the risks of potential harms.