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The aim of this research is to identify the determinants of the credibility of doctors’ publications on social networks. A qualitative study conducted with a sample of 25 respondents who follow doctors on social networks enabled us, with reference to the ELM model, to identify determinants linked to the central route, namely the type and content of the publication, and determinants linked to the peripheral route, namely physical appeal, personality and reputation. All these elements enable respondents to assess the credibility of the medical publication, which in turn induces both attitudinal and behavioural intentions.