The Role of Influencers in Promoting Mental Health Concepts via Social Media Platforms: A Quasi-Experimental Study

This study aimed to measure the impact of university students' exposure to mental health videos generated using artificial intelligence (AI) technology and videos produced by popular social media influencers on their understanding and recall of mental health terminology. It also aimed to assess the extent to which university students comprehended and remembered the mental health content presented in the videos. Thirty (30) university students participated in an experiment in which they were exposed to a video containing mental health guidance. The study employed a quasi-experimental design. The results indicated that videos featuring well-known social media influencers significantly outperformed AI-generated videos in promoting awareness, understanding, and recall of mental health concepts. This advantage is attributed to the ability of popular influencers to effectively convey concepts, enhance symptom comprehension, and facilitate information recall through personal stories and real-life examples. Although content accuracy was similar between the two types of videos, trust and reliability were higher in the content provided by popular influencers, likely due to the emotional connection and personal experiences they share. Furthermore, content from popular influencers was more relatable to the audience, leading to stronger mental representations and better information assimilation. Regarding attractiveness, popular influencers excelled in emotional engagement, authenticity, and value, while digital influencers stood out in visual design. Finally, the study showed that the group that watched videos of popular influencers was more aware of mental health terminology, and were better able to remember the content of the videos. Also, gender and academic year have an impact on mental health scales.