Influencer in der digitalen Gesundheitskommunikation

Influencers have gained in importance in recent years. Especially in marketing, cooperation with YouTubers, Instagramers, bloggers and the like has become an important tool. They are considered authentic, credible and trustworthy and represent role models and guides for many recipients—aspects that are becoming increasingly important due to increasing digitalisation and mediatisation, and which also play a central role in health communication. But who or what is an influencer? How do they see themselves? What influence do they have on their followers? This publication deals with these questions from a communication science perspective based on an exploratory approach. Its results show areas of tension in qualitative, ethical and professional respects as well as the different effects of health-related topics on recipients.