Healthcare Fandoms (part 2): Study of influencers in Pharma

Through a methodology based on content analysis, the publications and reactions of the main pharmaceutical-themed profiles on TikTok are examined, delving into the communication resources, interaction strategies and topics with which they connect with their audience. The results reveal that, unlike other digital spaces, which are more prone to tension and confrontation, pharmaceutical influencers can openly expose their experience and professional opinion, and also demonstrate their mastery of the technical resources offered by TikTok to create informative videos about health.

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Mediterranean Journal of Communication (MJC) / Revista Mediterránea de Comunicación (RMC)