Determining the role of influencers in healthy lifestyle attitudes and behaviors of masses

This study aims to examine the impact of health influencers on social media on users' health perceptions, behaviors, and trust attitudes. Conducted within a qualitative research framework, the study employed a purposive sampling method and included 12 participants who were interviewed through semi-structured online sessions. The interviews were conducted via the Zoom platform, recorded with participants' consent, and transcribed verbatim. Data were analyzed using inductive thematic analysis with the support of NVivo 12 software. The analysis revealed five main themes: (1) Search for Trust and Expertise, (2) Aesthetic-Oriented Health Perception, (3) Behavioral Imitation and Adaptation, (4) Critical Distance and Conscious Consumption, (5) Social Interaction and Sense of Community. Findings indicate that health influencers are not only information providers but also multidimensional figures who shape aesthetic norms, strengthen social interaction, and play a role in commercial marketing strategies. In conclusion, the influence of social media health influencers may yield both positive outcomes (motivation, knowledge sharing) and negative consequences (misinformation, body dissatisfaction, commercial manipulation). Therefore, ensuring ethical transparency in health communication, encouraging the use of scientific references, and promoting digital media literacy are recommended. Keywords: Social media, health influencers, thematic analysis, trust perception, health communication