The price of popularity : investigating the mental wellbeing of social media influencers

Abstract

Purpose: This dissertation seeks to investigate the influence social media has on the mental health of influencers, aiming to offer comprehensive insights into the experiences of Maltese influencers and the challenges they face in maintaining their mental well-being. Design: The research utilised a qualitative approach, primarily employing semi-structured interviews with Maltese influencers as the principal data collection technique. This approach facilitated a thorough investigation into the influencers' personal experiences, thereby yielding invaluable insights regarding the implications of social media on their mental well-being. Findings: The results of this study show that social media popularity has a significant impact on the mental well-being of Maltese influencers. The study revealed that influencers face several challenges, including the pressure to maintain a perfect image, the fear of losing followers, and the negative impact of online hate and criticism. The study also found that influencers use various coping mechanisms to deal with the stress and anxiety associated with social media popularity, including seeking support from family and friends, taking breaks from social media, ignoring any negativity that comes their way, and practising self-care. Conclusions: The research concludes that despite these challenges, influencers in Malta still believe that the benefits of social media popularity outweigh the faced challenges of mental health. They value the plaIorm for self-expression, audience connection, and the potential to improve their followers' mental health. The study suggests that, with adequate support, social media can positively impact influencers' mental well-being. The study recommends that influencers should receive more support and guidance to help them maintain their mental well-being in the face of social media popularity. Value: The study offers practical recommendations for influencers, brands, and society to promote ethical and sustainable collaborations, foster awareness and empathy, and encourage open discussions about mental health in the digital age. The study's findings contribute to the broader conversation about mental health and social media, highlighting the need for further research and support for influencers.