Gen Z Relies Heavily on TikTok for Health Information, Often Trusting Influencers Over Doctors
A new study co-authored by Suzanne Makarem, Ph.D., associate professor of marketing at VCU School of Business, reveals that Gen Z individuals (born 1997-2012) are significantly more likely to seek health information on social media, particularly TikTok, than previous generations. The study found that young adults following physician influencers on TikTok perceive them as more accessible, credible, and altruistic than their own doctors, even when these influencers are selling products. A key finding is that followers often do not verify the medical credentials of these influencers, trusting visual cues like lab coats or stethoscopes. Only about 17% of health and wellness influencers are conventional medical professionals, according to a Pew Research Center study, highlighting a significant gap between perceived and actual expertise.
