The role of social influencers for effective public health communication

Abstract

PurposeThe purpose of the study is to explore the suitability of social media influencers (SMIs) for communicating public health messages via social media platforms. The study identifies key persuasive communication components that influence individuals' attitudes and, subsequently, intentions to follow health-related information shared by SMIs.Design/methodology/approachQualitative interviews with healthcare workers and interactions with 332 active social media users via structured online questionnaires were used for data collection. Structural equation modelling was used to analyse responses.FindingsResults indicate that SMIs' credibility, SMI–individual homophily and quality of information shared by the SMI are the significant factors determining individuals' attitudes towards the information received. Furthermore, the individual's attitude significantly impacts their intention to follow information shared by the SMI. The study thus verifies the mediating role of attitude in persuasive communication.Research limitations/implicationsThe current study can serve as a foundation for future work to examine the suitability of SMIs for tasks other than marketing.Practical implicationsThe study provides insights for planning and implementing SMI-sourced communication in the public health context. The study enhances the understanding of the tested relationships and thereby increases scholars' and practitioners' ability to leverage SMIs for health-related communication.Originality/valueWhilst SMIs are attracting increasing attention in consumer markets, the study suggests that they can be used in public health communication. Considering the coronavirus disease (COVID-19) situation, the empirical study provides insights into SMIs' role in persuasive public health communication amid a health crisis.Peer reviewThe peer review history for the article is available at: https://publons.com/publon/10.1108/OIR-01-2021-0012

Evaluating the elevation of authoritative health content online during the COVID-19 pandemic

“…We also suggest that it would be useful to encourage health officials to actively leverage social media users' willingness to engage in these topics by disseminating content that invites audiences to engage in conversations. In this respect, we concur with Gupta et al . (2021) that communicating public health messages through social media has represented a missed opportunity for health agencies given the lack of resourcing and competency in using these mechanisms for dynamic communication with the public.…”

“…We also suggest that it would be useful to encourage health officials to actively leverage social media users' willingness to engage in these topics by disseminating content that invites audiences to engage in conversations. In this respect, we concur with Gupta et al (2021) that communicating public health messages through social media has represented a missed opportunity for health agencies given the lack of resourcing and competency in using these mechanisms for dynamic communication with the public. Moreover, when elevating authoritative health advice, it would be preferable to clearly delineate the basis of knowledge informing this advice from government decision-making to enable users of social media to explore any evidence as distinct from the potential responses enacted by the polity.…”

TikTok and Attention-Deficit/Hyperactivity Disorder: A Cross-Sectional Study of Social Media Content Quality

“…Increasingly, social media influencers and independent video creators have been found to have an outsized influence on the dissemination of health information online. [23][24][25] Indeed, in our study, none of the top 100 videos were uploaded by corporations, health organizations, for-profit entities, or non-profit entities, and only 11% of videos were uploaded by HCPs. This limited presence of HCPs on TikTok has been observed in other studies as well.…”

WHO and digital agencies: how to effectively tackle COVID-19 misinformation online

“…In order to counteract the action of ‘misinformation influencers’, healthcare influencers have been suggested to play a relevant role in debunking myths and conspiracy theories, as well as providing access to valuable and accurate information for their followers and beyond 8. In addition, it has been shown that influencers may play a relevant role in public health communication amid a health crisis 56. WHO has therefore been interested in supporting healthcare influencers to promote evidence-based messages about COVID-19 and vaccines through various social media platforms 57.…”

“… 8 In addition, it has been shown that influencers may play a relevant role in public health communication amid a health crisis. 56 WHO has therefore been interested in supporting healthcare influencers to promote evidence-based messages about COVID-19 and vaccines through various social media platforms. 57 Influencers can, in fact, adopt the most appropriate communication strategy for their niche of followers, thus allowing for a detailed personalisation of public health messages, in line with what has been proposed in a recent ethics and communication framework to deal with public health emergencies.…”