ABSTRACT
The study evaluates how Indian origin social media influencers (SMIs) on Instagram construct mental health discourse. Through qualitative content analysis of primary data, posts on Instagram by Indian origin social media influencers (SMIs), the research identifies common themes, the nature of mental health concerns discussed, and the presence of support structures like inspirational messages, personal anecdotes, and expert advice. The SMIs considered for the study are Jay Shetty, Ranveer Allahbadia, Divija Bhasin and Nimisha Vermaa. Posts between 5th October and 5th December 2024 were analysed through Chang's typology of support framework. The results indicate humor, vulnerability, and storytelling as the most common tools used to create rapport and dismantle stigma. The research revealed that motivational content and supportive messages were prevalent, but engagement with professional mental health practices was strongly varied. But few SMIs promote therapy directly or counteract misinformation, highlighting both the strength and the weakness of SMIs' role in increasing mental health awareness in India. Though the messages are strong, they are different in depth and the validity of material. It is recommended that the future studies explore the credibility of the SMIs and depth of mental health advocacy.
