The Commercialization of Mental Health on Social Media: Branding, Influencers, and Consumer Trust

Author(s)	Ms. Unnati Agarwal
Country	India
Abstract	The commercialisation of mental well-being content on social media has created digital spaces where therapy culture, wellness promotion, influencer marketing, and emotional storytelling intersect with business strategy and consumer behaviour. Influencers, therapists, wellness brands and small-business owners have found ways to commercialise mental health conversations through sponsored content, courses, counselling, subscriptions, affiliate marketing and digital products on platforms such as Instagram, TikTok, YouTube and X (formerly Twitter). This paper examines the commercialisation of mental health on social media and the relationships of branding, influencer culture, ethics and consumer trust in digital business ecosystems. The research examines parasocial relationships, realness, emotional branding and ethical risks of commercialised mental health communication.
Keywords	Commercialisation of mental health, social media influencers, digital marketing, consumer trust, influencer branding, and therapy culture.
Field	Sociology > Health
Published In	Volume 8, Issue 3, May-June 2026
Published On	2026-05-30
DOI	https://doi.org/10.36948/ijfmr.2026.v08i03.79242

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International Journal For Multidisciplinary Research