New Research Reveals TikTok Physician-Influencers Hold Significant Sway Over Gen Z's Health Perceptions
A new study from Virginia Commonwealth University, co-authored by Suzanne Makarem, Ph.D., and published in the Journal of Consumer Affairs, indicates that young adults following physician-influencers on TikTok perceive them as more accessible, credible, and altruistic than their personal doctors. This perception holds true even when these physician-influencers are promoting products. A key finding is that followers often do not verify the medical credentials of these influencers. Makarem, an associate professor of marketing, notes that while young consumers are typically discerning about commercial intent from social media influencers, the presence of a physician changes this dynamic. The study analyzed 330 TikTok videos from 11 U.S.-based, licensed medical doctors with substantial reach and interviewed 26 Gen Z participants who actively follow these influencers. The research highlights that medical attire, such as lab coats and stethoscopes, significantly enhances perceived credibility, even when the cont...
