Social Inclusion portrayal on TikTok and Instagram: The role of social media influencers in promoting mental health literacy, body image and self-esteem.

Document Type : Original Articles

Author

Advertising and PR, Mass Communication, MSA University, Cairo , Egypt

Abstract

Nowadays, the term “influencers” on social media is referred to popular online users with large audience bases who are often paid to promote different products, services, or ideas. By combining the prestige of celebrities and the relatability of peers, influencers have high impact on their followers and a huge reach. Thus, it is of great importance to examine how influencers play a role in promoting mental health and marketing the approved “social image”. The objective of the study is to explore the role that social media influencers have in promoting mental health, social inclusion and a positive body image to their followers. This study employed a qualitative method by conducting a qualitative content analysis. the study consists of a purposive sample that all share the same characteristics of being social media influencers who are Egyptians, based in Egypt, and have an Egyptian audience. The researcher aim was to show the positive influence social media influencers have on their followers. Results showed that the majority of the influencers promote for healthy lifestyle, positive energy, and positive body image. Results also showed that most social media influencers share mental health struggles and coping mechanism with their followers.

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Journal of Media and Interdisciplinary Studies
Volume 3, Issue 7
March 2024
Pages 121-140

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