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Influencers and ‘brain building’ smart drugs: A content analysis of services and market activities of nootropic influencers over social media

Luke Cox Orcid Logo, Tim Piatkowski

Performance Enhancement & Health, Volume: 12, Issue: 4, Start page: 100289

Swansea University Author: Luke Cox Orcid Logo

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DOI (Published version): 10.1016/j.peh.2024.100289

Abstract

BackgroundNootropics are a range of substances used to improve memory, learning, cognition, and brain function. Based on their potential as enhancement drugs, nootropics have gained popularity in society and are extensively propagated via social media. However, there is currently no research focusin...

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Published in: Performance Enhancement & Health
ISSN: 2211-2669
Published: Elsevier BV 2024
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URI: https://cronfa.swan.ac.uk/Record/cronfa70011
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last_indexed 2025-09-03T05:19:12Z
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spelling 2025-09-02T16:53:06.0610634 v2 70011 2025-07-21 Influencers and ‘brain building’ smart drugs: A content analysis of services and market activities of nootropic influencers over social media 9811ac84cad867903c385bf7086dfd2d 0000-0001-7625-4603 Luke Cox Luke Cox true false 2025-07-21 EAAS BackgroundNootropics are a range of substances used to improve memory, learning, cognition, and brain function. Based on their potential as enhancement drugs, nootropics have gained popularity in society and are extensively propagated via social media. However, there is currently no research focusing on the role that social media influencers play within the nootropic market.AimThis investigation sought to identify social media influencers who discuss nootropics, explore the services they offer and further investigate how this cohort influences their followers.MethodEthnographic observations were conducted of YouTube and Instagram over a period of six months and subjected to an iterative inductive approach. Drawing on the theory of social power, which is the ability of an individual or group to influence another person's psychological or behavioral aspects, we examine how influencers shape follower perceptions related to nootropics.ResultsNootropic influencers discussed the use of various nootropics and provided a range of services, including discount codes to purchase nootropics, and sold protocols and user guides. To attract followers, gain content views, and generate income, nootropic influencers exert and rely upon informational, expert, reward, and referent power to gain traction online and influence their audience. This is primarily achieved through YouTube video discussions, where nootropic influencers share their insights and shape audience beliefs and behaviors.RecommendationsRecognizing the health complications associated with nootropics, alongside the power held by nootropic influencers, we argue that harm reduction efforts ought to be developed to combat the increasing use of such substances. Journal Article Performance Enhancement &amp; Health 12 4 100289 Elsevier BV 2211-2669 Enhancement drugs; Nootropics; Digital ethnography; Social media; Social media influencers; Social power 1 10 2024 2024-10-01 10.1016/j.peh.2024.100289 COLLEGE NANME Engineering and Applied Sciences School COLLEGE CODE EAAS Swansea University 2025-09-02T16:53:06.0610634 2025-07-21T15:39:08.4540480 Faculty of Science and Engineering School of Engineering and Applied Sciences - Sport and Exercise Sciences Luke Cox 0000-0001-7625-4603 1 Tim Piatkowski 2
title Influencers and ‘brain building’ smart drugs: A content analysis of services and market activities of nootropic influencers over social media
spellingShingle Influencers and ‘brain building’ smart drugs: A content analysis of services and market activities of nootropic influencers over social media
Luke Cox
title_short Influencers and ‘brain building’ smart drugs: A content analysis of services and market activities of nootropic influencers over social media
title_full Influencers and ‘brain building’ smart drugs: A content analysis of services and market activities of nootropic influencers over social media
title_fullStr Influencers and ‘brain building’ smart drugs: A content analysis of services and market activities of nootropic influencers over social media
title_full_unstemmed Influencers and ‘brain building’ smart drugs: A content analysis of services and market activities of nootropic influencers over social media
title_sort Influencers and ‘brain building’ smart drugs: A content analysis of services and market activities of nootropic influencers over social media
author_id_str_mv 9811ac84cad867903c385bf7086dfd2d
author_id_fullname_str_mv 9811ac84cad867903c385bf7086dfd2d_***_Luke Cox
author Luke Cox
author2 Luke Cox
Tim Piatkowski
format Journal article
container_title Performance Enhancement &amp; Health
container_volume 12
container_issue 4
container_start_page 100289
publishDate 2024
institution Swansea University
issn 2211-2669
doi_str_mv 10.1016/j.peh.2024.100289
publisher Elsevier BV
college_str Faculty of Science and Engineering
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hierarchy_top_id facultyofscienceandengineering
hierarchy_top_title Faculty of Science and Engineering
hierarchy_parent_id facultyofscienceandengineering
hierarchy_parent_title Faculty of Science and Engineering
department_str School of Engineering and Applied Sciences - Sport and Exercise Sciences{{{_:::_}}}Faculty of Science and Engineering{{{_:::_}}}School of Engineering and Applied Sciences - Sport and Exercise Sciences
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description BackgroundNootropics are a range of substances used to improve memory, learning, cognition, and brain function. Based on their potential as enhancement drugs, nootropics have gained popularity in society and are extensively propagated via social media. However, there is currently no research focusing on the role that social media influencers play within the nootropic market.AimThis investigation sought to identify social media influencers who discuss nootropics, explore the services they offer and further investigate how this cohort influences their followers.MethodEthnographic observations were conducted of YouTube and Instagram over a period of six months and subjected to an iterative inductive approach. Drawing on the theory of social power, which is the ability of an individual or group to influence another person's psychological or behavioral aspects, we examine how influencers shape follower perceptions related to nootropics.ResultsNootropic influencers discussed the use of various nootropics and provided a range of services, including discount codes to purchase nootropics, and sold protocols and user guides. To attract followers, gain content views, and generate income, nootropic influencers exert and rely upon informational, expert, reward, and referent power to gain traction online and influence their audience. This is primarily achieved through YouTube video discussions, where nootropic influencers share their insights and shape audience beliefs and behaviors.RecommendationsRecognizing the health complications associated with nootropics, alongside the power held by nootropic influencers, we argue that harm reduction efforts ought to be developed to combat the increasing use of such substances.
published_date 2024-10-01T05:31:43Z
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