Male Lifestyle Influencers Promoting Mental Health

This book critically examines the intersection of influencer marketing, mental health promotion, and contemporary constructions of masculinity.

This book critically examines the intersection of influencer marketing, mental health promotion, and contemporary constructions of masculinity.

Focusing on male influencers in the United Kingdom, this study considers how Instagram has created space for the public expression and destigmatisation of male vulnerability while simultaneously commodifying mental health discourse. It explores how male fashion and lifestyle influencers leverage their branded selves, including through commercial partnerships, to frame mental health within commercial and cultural contexts, blurring the boundaries between wellness, self-care, and consumerism. Drawing on qualitative case studies and thematic content analysis of social media outputs, the author interrogates the ethical and regulatory gaps surroun