Between Admiration and Creativity: The Credibility of Digital Health Awareness Content by Gulf Influencers on Instagram

Abstract This study pinpoints the role of social media influencers in Gulf Cooperation Council (GCC) countries. It focuses on influencers who are specialized in promoting healthier lifestyles on Instagram. This study was aimed to assess the credibility of the digital health content created by those influencers. It examined the extent of consistency between influencers’ profiles and posts. The analysis is based on the Cultivation and Framing theories. A sample of 48 posts from three influencers was carefully selected for this study. A clear connection was discovered between their profile’s introduction and the content they contributed on Instagram. The results showed that the posts of influencer/account (1) and account (3) were fully consistent with their profiles (100%). Conversely, account (2) had only 74% consistency. The above results highlight the relevance of influencers in shaping people’s views in the field of digital health.