Exploring signaling and health beliefs in social media influencer communication on obesity management medications.

Social media discourse surrounding obesity management medications (OMMs) has generated significant public attention, driven largely by celebrities and influencers sharing narratives about their use. However, much of this influencer-generated content remains underexamined, raising concerns about how health beliefs are communicated within sociocultural narratives. This study examines how medical and patient influencers communicate health beliefs about OMMs through signals embedded in their content. Using a qualitative content analysis informed by netnographic principles, 213 YouTube video transcripts by medical and patient influencers were analyzed. Drawing on the health belief model and signaling theory, the study identifies key communicative signals within influencer discourse. Findings reveal that medical influencers emphasize evidence-based signals, while patient influencers foreground experience-based ones. The analysis also uncovers paradoxical signals, including boomerang effects, commercial intent, and contradictory empowerment. This study integrates the health belief model and signaling theory to advance understanding of credibility and persuasion in online health communication.