The role of social influencers and social media in medication and nutrition intake - A pan Indian digital survey.

Type of Study: Prospective, Cross-Sectional Study

Aims & Objectives: To assess the impact of social media influencers on health behaviors and the credibility of their health information in the context of medication and nutrition.

Justification for the Study: With the rise of social media influencers, the sharing of health information has transformed significantly. This study addresses the informal and often unregulated nature of health content on social media, exploring how followers in India perceive and respond to information from influencers compared to traditional sources like healthcare professionals. Findings will guide strategies to enhance the quality of health information and promote public health effectively.

Departments Involved: Department of Pharmacology, KMC, Manipal

Study Period: 1st Nov 2024 to 31st Oct 2025 (1 year), post-IEC approval.

Sample Size: Estimated at 6,500 participants, calculated using Cochran’s formula, accounting for a 10% dropout rate.

Sampling Strategy: Convenience sampling (non-probability-based).

Materials and Methods:

• Inclusion Criteria: Adults (18+ years) from India, who provide informed consent.
• Exclusion Criteria: Incomplete survey forms, incorrect trap question answers, and recent expatriates (last 6 months).
• Biological Materials: Not applicable.
• Statistical Methods: Descriptive and inferential statistics using SPSS, with a significance level set at p < 0.05.
• Tools: A 15-minute questionnaire covering socio-demographic characteristics, knowledge of health influencers, and views on regulation needs.

Procedure: Data collection will occur digitally through self- or investigator-administered modes, facilitated via online platforms. Informed consent will be obtained before access to the survey.

Potential Risks and Benefits: Minimal risk involved; psychological discomfort may arise from recalling past experiences, but is expected to be temporary. Potential benefits include the opportunity for influencers to provide accurate health information.

Ethical Considerations: Study will adhere to ethical guidelines, requiring Institutional Ethics Committee approval and electronic informed consent. Registration with the Clinical Trials Registry of India (CTRI) will precede participant enrollment.