Popular Among Distrustful Youth? Social Media Influencers’ Communication About COVID-19 and Young People’s Risk Perceptions and Vaccination Intentions

During the COVID-19 crisis, many social media influencers (SMIs) discussed the pandemic on their channels and showcased their behavior in dealing with the virus. Drawing on the two-step flow of communication and social learning theory, we investigated the attitudinal and behavioral consequences of SMIs’ COVID-19-related communication in a two-wave panel survey among emerging adults aged 16–21 years (NT1 = 978, NT2 = 415). Our results contribute to the health communication literature by discovering that institutional mistrust determines whether young people resort to SMIs as an information source for COVID-19-related information. Those with higher mistrust in established media organizations and the government were more likely to consult SMIs for COVID-19-related information and to consider them as role models when exposed to relevant content. Moreover, consulting SMIs who promote noncompliance as a COVID-19 information source was over time related to lower vaccination intentions.