| Abstract [eng] |
Master's thesis by Marija Vasilcan, academic supervisor Associate Professor Jonas Grincevičius, Vilnius University, Faculty of Medicine, Institute of Biomedical Sciences Centre of Pharmacy and Pharmacology, Vilnius, 2026. Title of Master's Thesis: Evaluation of Health-Related Information Provided by Social Media Influencers Research Aim: To assess health-related information presented in short video content published on the Instagram social network by Lithuanian influencers. Objectives: 1. To evaluate the understandability, actionability, and reliability of the presented information using standardized audiovisual information assessment instruments – PEMAT and DISCERN. 2. To identify the most common information inaccuracies, commercial bias, and their potential impact on users' health literacy. 3. To compare the characteristics and reliability of information provided by influencers identifying themselves as healthcare professionals and other opinion leaders, based on PEMAT and DISCERN assessment results. Methods: Two empirical methods were applied in the study: the first was an indirect observation method used for the analysis of the selected videos; the second was a qualitative content analysis method used to qualitatively analyse and interpret the information provided by the influencers, its presentation logic, and informational value. Results: A total of 40 short Reels format videos published by Lithuanian influencers on Instagram were analysed, addressing topics related to dietary supplements and general health promotion. The videos were assessed using two standardised instruments – PEMAT-AV for measuring understandability and actionability, and the modified DISCERN (mDISCERN) scale for assessing information reliability. The mean understandability score was 65.3%, actionability – 58.3%, and reliability according to mDISCERN – 1.95 out of 5 possible points, indicating a low level of information quality in the analysed content. Most of the videos did not provide reliable information sources, did not identify areas of uncertainty (contraindications, individual health needs), and frequently demonstrated commercial bias. Videos created by health professionals exhibited higher information quality compared to those by other influencers; however, the lack of referencing reliable sources remained a weakness in both groups (those identifying as health professionals and those unrelated to the healthcare system). Conclusions: Short Reels videos about dietary supplements and other health recommendations published by Lithuanian influencers on Instagram demonstrate average understandability and actionability, but a low level of reliability and overall information quality. A tendency was observed whereby clearly and persuasively presented information is not necessarily grounded in credible sources. It was also noted that nearly half of the analysed videos were presented as non-commercial content: they lacked explicit advertising disclosures, and communication was characterised by a friendly, informal tone directed at followers, accompanied by personal narratives of supplements’ use. This style of content presentation may create an impression of authentic and unbiased recommendations; however, based on communicative characteristics and presentation logic, a considerable proportion of these videos more closely resembled covert or native advertising rather than simple personal experience sharing. Content created by healthcare-related (or self-identified healthcare) opinion leaders was of higher quality according to both PEMAT and mDISCERN compared to that of other influencers; however, the insufficient citation of reliable scientific sources remained a weakness in both groups. The findings highlight the need to strengthen the dissemination of credible health information on social networks and to promote more responsible communication of health promotion topics. |
