Do Internet influencers exert positive effects on health behaviours of their followers?

Background Internet lifestyle and fitness influencers (ILFI) are able to motive millions of followers. Due to their popularity, they achieve soaring revenues through the distributions of various health- and fitness related. Still, the impact of websites run by ILFI on health behaviours (HB) of their users has not been studied thoroughly yet. The study aimed at the analysis of the association between the use of such websites and HB of young adult women in Poland. Methods An online survey was carried out in the representative sample of 1030, 18-35 years old, women. The questionnaire used in the study consisted of 53 items asking about the use of ILFIs' websites, HB, health (HL) and e-health literacy (eHL), and socioeconomic (SE) status. The effects of ILFI on HB were assessed with logistic regression models after adjusting for HL, eHL and SE variables. Results The mean age (standard deviation) of respondents was 26.09 (4.85) years. There were 52.52% (n = 541) users of ILFI websites in the study group. The number of active smokers was 37.9% (n = 390) and of e-cigarettes users - 36.6% (n = 377). Of respondents, 42.5% (n = 437) consumed alcohol at least once weekly, 42.5% (n = 437) undertook some form of physical activity at least several times a week, and 43.9% (n = 452) consumed five portions of fruits and vegetables daily at least several times a week. The use of ILFI's websites was associated with higher physical activity (OR, 95%CI: 2.28, 1.66-3.13) and consumption of fruits and vegetables (1.72, 1.29-2.29), but not with smoking (1.04, 0.78-1.40) and alcohol consumption (1.12, 0.84-1.48). Interestingly, the followers of ILFI were more prone to use e-cigarettes (1.58, 1.08-2.31) Conclusions Women accessing the websites of ILFI show more favourable patterns of HB than non-users. Although ILFI are driven by economic motivation, they may be seen as allies in achieving health promotion goals. Key messages The use of Internet influencers’ websites is related to more favourable health behaviours. Commercial lifestyle and fitness websites may play an important role in the promotion of healthy lifestyle.