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The health paradoxes of social media influencers

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  • Martin Mileros

    (Linköping University)

  • Charlotte Norrman

    (Linköping University)

  • Christina Öberg

    (Linnaeus University)

Abstract

This paper describes and discusses social media influencers’ health-related costs of keeping traction as influencers. The paper is based on interviews and social media posts. Four paradoxes highlight the social media influencers’ contradictory circumstances: (1) the social media influencer’s well-being is situated between not being dependent on income and earning the income to avoid monetary stress; (2) well-being becomes associated with playing a role, while authenticity is crucial for the influencer; (3) the premises of being a successful social media influencer is what creates their despair; and (4) being exposed as a healthy role model risks harming the well-being of the social media influencer. The paper takes a unique perspective on social media influencers, focusing on their well-being rather than their promotional power. The paper helps to create socially sustainable conditions for influencers, while it adds to theory through outlining influencers’ paradoxical conditions.

Suggested Citation

  • Martin Mileros & Charlotte Norrman & Christina Öberg, 2025. "The health paradoxes of social media influencers," Journal of Innovation and Entrepreneurship, Springer, vol. 14(1), pages 1-17, December.
    • Handle: RePEc:spr:joiaen:v:14:y:2025:i:1:d:10.1186_s13731-025-00472-1
    DOI: 10.1186/s13731-025-00472-1
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    References listed on IDEAS

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    1. Rebecca Mardon & Hayley Cocker & Kate Daunt & Linda L Price & Markus Giesler & Giana Eckhardt, 2023. "How Social Media Influencers Impact Consumer Collectives: An Embeddedness Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 50(3), pages 617-644.
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