Voices that Resonate: The Role of Social Media Influencers in Shaping Mental Health Awareness Among Urban Youth in Vietnam

Abstract

This study examines the influence of social media influencers in promoting mental health awareness among urban youth in Vietnam,
focusing on cities such as Hanoi and Ho Chi Minh City. Using a qualitative approach based on 20 in-depth interviews with young adults
aged 18 to 30, the research explores how influencer credibility, cultural framing, and engagement patterns shape perceptions and behaviors related to mental health. Guided by the Elaboration Likelihood Model and Source Credibility Theory, the findings reveal that influencers who demonstrate authenticity, emotional transparency, and cultural sensitivity are perceived as more credible and effective. Participants identified strongly with influencers who shared relatable experiences, used familiar language, and addressed common pressures in Vietnamese youth life. While many respondents reported shifts in attitude and increased willingness to engage in mental health conversations, structural barriers such as stigma and limited access to services continued to constrain action. The study concludes that social media influencers can serve as powerful communicators of mental health messages when their content aligns with the cultural values and emotional realities of Vietnamese youth.