Science

Popular TikTok docs have big influence on Gen Z followers, new research finds

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Based on a feed excerpt; full article content has not been acquired. Source evidence retrieved 06/10/2026, 15:10:24 UTC.

Briefings

A new study from Virginia Commonwealth University reveals that young adults on TikTok view physicians as more accessible, credible, and altruistic than their own doctors, even when influencers sell products. Followers do not verify these influencers' medical credentials, leading to potential health risks. The research was co-authored by Suzanne Makarem, Ph.D., and published in the Journal of Consumer Affairs.

Key points

• Young adults on TikTok consider physicians more accessible, credible, and altruistic than their own doctors, even when influencers sell products.
• Followers do not verify these influencers' medical credentials, creating a significant gap between perceived trustworthiness and actual professional qualifications.

Context and limitations

The study covers young adults following physicians on TikTok as of October 2026. Findings are based on a single snapshot of behavior and do not account for individual differences or long-term effects of influencer consumption.

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