Impact of online health influencers on young adults' dietary choices and lifestyle: A cross-sectional study

Abstract

Social media health influencers increasingly shape health habits among youth, yet limited evidence exists on their real-world impact in Indian urban settings. This cross-sectional study assessed the influence of health influencers on the dietary choices and lifestyle practices of 100 young adults (51 males, 49 females) aged 18-25 years residing in Mumbai. Using convenience sampling, participants were selected based on their daily use of Instagram, YouTube, or Facebook and regular engagement with at least one health influencer. A self-structured questionnaire collected data on demographics, anthropometry, social media usage, influencer interaction, dietary changes, lifestyle habits, and psychological responses. Statistical analysis (SPSS v25) employed chi-square tests, t-tests, and Bonferroni corrections (significance set at p<0.05). Significant gender differences were observed in age (P=0.004), body measurements (P=0.000), and platform usage patterns. Instagram and YouTube were the most used, with passive engagement dominating. Males followed more fitness content (P=0.009), initiated new exercise routines (P=0.012), and reported greater energy gains (P=0.010), whereas females adopted more skincare routines (P=0.017) and showed higher caution regarding content credibility. About 32% adopted dietary changes, mainly increasing fruits/vegetables (48%) or reducing sugar (40%), but 52% reported side effects like acne or digestive issues. Lifestyle changes included stress management (28%), sleep hygiene (31%), and mindfulness (29%), with males perceiving health goals as more realistic (P=0.002). These findings underscore both the motivational potential and risks of influencer-led health advice, highlighting the urgent need for digital health literacy and culturally tailored public health strategies for Indian youth navigating online health ecosystems.