Os direcionadores da intenção do indivíduo em seguir os conselhos de influenciadores digitais da odontologia: uma revisão integrativa

Abstract

This study is characterized as an integrative literature review aimed at systematizing and analyzing scientific knowledge regarding the factors that influence the intention of dental social media followers to adopt oral health recommendations provided by digital influencers in the field of dentistry. The methodology involved searches in the SPELL, SciELO, and CAPES Journal Portal databases, resulting in a final sample of 36 articles deemed eligible for data analysis. The evidence synthesis process focused on the determinants defined as source credibility-subdivided into the dimensions of expertise, attractiveness, and trustworthiness as well as parasocial interaction and the level of social media use. The findings reveal a clear hierarchy in which technical expertise and trustworthiness emerge as the strongest predictors of health-related decision-making, whereas physical attractiveness primarily serves as a facilitator of initial attention. Parasocial interaction emerges as an emotional catalyst that humanizes the professional and reduces audience reactance, thereby facilitating the internalization of clinical recommendations. It is concluded that the success of influencer dentists, particularly on Instagram, depends on a strategic balance between clinical authority and the establishment of an intimate and authentic connection with followers. This study contributes to the fields of marketing and healthcare management by demonstrating that transparency and uncertainty reduction are essential for transforming digital influence into behavioral compliance and patient loyalty.