Citation

Man, Nurafiq Inani and Azman, Nur Imanina and Ahmad, Gambo Ibrahim and Mior Kamarulbaid, Afiqah (2026) Trusted but Questioned: Youth Perceptions of Social Media Influencer Credibility in Health Communication on Instagram and TikTok. Jurnal Komunikasi: Malaysian Journal of Communication, 42 (1). pp. 529-544. ISSN 2289-1528

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Abstract

The increasing reliance on social media has positioned influencers as prominent health communicators, yet concerns persist regarding credibility within an increasingly commercialised digital landscape. This study examines how Malaysian youth construct credibility and negotiate trust in influencer-led health communication. Adopting a qualitative interpretive approach, in-depth interviews were conducted with 15 youth aged 18–30 in the Klang Valley who actively engage with health content on Instagram and TikTok. Thematic analysis reveals that credibility is not a fixed attribute, but a dynamic, multidimensional process shaped by experiential expertise, relational authenticity, and transparency. Youth prioritise lived experience over formal credentials and engage in forms of digital collectivism, relying on peer validation and comment-section consensus to assess message legitimacy. Platform-specific dynamics further shape credibility judgments: Instagram is associated with curated professionalism, whereas TikTok facilitates algorithmic immediacy and perceived authenticity. While influencers effectively catalyse health awareness, particularly around mental health, behavioural engagement is often experimental and short-term rather than sustained. Theoretically, this study extends Source Credibility Theory by foregrounding the relational and communal construction of trust within non-Western digital contexts. Practically, the findings highlight the importance of experiential storytelling and community engagement for health organisations seeking to leverage influencer communication while mitigating misinformation risks.

Item Type:	Article
Uncontrolled Keywords:	Health communication, social media influencers, perceived credibility, youth, Instagram and TikTok
Subjects:	H Social Sciences > H1-99 Social Sciences (General)
Divisions:	Faculty of Applied Communication (FAC)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	04 May 2026 01:17
Last Modified:	04 May 2026 01:17
URII:	http://shdl.mmu.edu.my/id/eprint/15806

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