Health Advice from Instagram Influencers on Polycystic Ovary Syndrome (PCOS): Their Strategies to Establish and Manipulate Credibility
Abstract
Individuals with polycystic ovary syndrome (PCOS) increasingly seek PCOS information from Instagram influencers as an alternative or complementary source to their physicians. However, ambiguous qualifications of influencers, and conflicting recommendations regarding how to manage symptoms, make it difficult to identify credible sources. We followed a directed qualitative content analysis of 10 PCOS influencers on Instagram to examine the range of strategies that they used to signal credibility. We found that the strategies influencers used relate to the three dimensions of source credibility theory. Additionally, we employed a digital discourse analysis to illustrate how PCOS influencers on Instagram discussed what it means to be healthy with PCOS. We identified the following categories: (a) promote skepticism of conventional medicine, (b) encourage autonomous symptom management, (c) designate themselves as PCOS guides, and, (d) advertise products as solutions. Key insights include a description of how PCOS influencers reference sources and claim to correct misinformation. Cultural underpinnings of healthism were evident in PCOS influencer discourse. The findings from this study have implications for digital health literacy resources, Instagram regulations, and doctor-patient relationships.