The Contribution of Instagram Influencers to Medication Literacy: A Digital Communication Perspective 44 26
DOI:
https://doi.org/10.26623/themessenger.v18i2.12780Keywords:
Health Education, Digital Communication, the 4C Concepts of Social Media CommunicationAbstract
Purpose: This study investigates the role of pharmacist-influencer Rinaldi Nur Ibrahim (@rinaldi_ni) in promoting medication literacy among Indonesian society through digital communication on Instagram. The increasing prevalence of self-medication and difficulties in interpreting medication-use instructions highlight the need for accessible and credible medication information.
Methods: This study employed a qualitative approach using a descriptive case study method. Data were collected through in-depth interviews with Rinaldi, the communicator and account owner, and non-participant observation of his Instagram activities and content.
Findings: The findings indicate that Rinaldi applies the 4C concepts of social media communication: Context, Communication, Collaboration, and Connection. His content addresses current health issues using accessible language and communication styles that resonate with Generation Z. In contrast, collaborations with health institutions and other influencers strengthen credibility and audience reach. Although audience interaction remains largely one-way, particularly in comment sections, direct messages and broadcast channels support closer relationships with followers.
Originality: This study offers a novel communication perspective by examining pharmacist-influencer communication for medication literacy and safe self-medication through Instagram using the 4C framework. Unlike previous studies focusing on consumer behavior, beauty products, general health literacy, or disease-specific campaigns, this study connects professional pharmaceutical expertise with digital influencer communication in the Indonesian context. It demonstrates how the 4C framework supports accessible, credible, and engaging medication information for younger audiences.
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