From Style to Wellness: How Fashion Influencers Are Affecting Healthy Behaviors in Saudi Arabia.

Abstract

Background Social media influencers, particularly those in the fashion domain, have become prominent sources of health-related information, influencing the health behaviors of their followers, especially within the unique socio-cultural context of Saudi Arabia. This study aims to examine the relationship between following fashion influencers on social media and the adoption of healthy behaviors among Saudi residents. Methods A descriptive cross-sectional study with an analytic component was conducted from August 25, 2023, to December 15, 2023, among Saudi residents aged 18 years and older who actively follow fashion influencers. Data were collected via a structured, validated questionnaire distributed through various social media platforms. Data analysis was performed byemploying descriptive statistics, Pearson's chi-square test, and logistic regression analyses to identify predictors of negative health behavior outcomes. Results The study included 466 participants, revealing that despite insignificant differences in age and gender, postgraduate education was associated with negative outcomes (p = 0.016). Notably, 8.7% of individuals with negative outcomes held postgraduate degrees, compared to 2.9% in the non-negative group. Participants with negative outcomes more frequently followed influencers offering health tips (p = 0.01) and advocating a healthy lifestyle (p < 0.001). Logistic regression identified individuals who followed influencers with fewer than 10K followers had significantly higher odds of negative outcomes (OR = 3.6, 95% CI: 1.4-8.9, p = 0.006). Conclusion Following fashion influencers on social media can influence health behaviors among Saudis, with both positive and negative outcomes. Critical evaluation of influencer content is crucial to avoid potential adverse effects. Further research is also needed to explore the dynamics of influencer impact on health outcomes and to develop strategies for effective health communication in the digital age.