What do superdiffusers do when they want to persuade someone about politics on Facebook?

Carpenter, Christopher J.; Averbeck, Josh M.

doi:10.1080/01463373.2019.1671886

Cited by 6 publications

(1 citation statement)

References 34 publications

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“…Although all three traits are thought to be aspects of opinion leadership, the three traits are quite distinct (Boster et al, 2011). Only mavenism has been associated with healthy lifestyle activism (Boster et al, 2011), and with broadcasting messages to persuade others (Carpenter & Averbeck, 2020). Furthermore, uncertainty is often present the early stages of innovation roll out -people face uncertainty as to when, whether, how, and why they may want to adopt the innovation and not many others to ask about their experiences with the innovation (Rogers, 2003).…”

Section: Diffusion Of Innovationmentioning

confidence: 99%

Skeptical Health Mavens May Limit COVID-19 Vaccine Diffusion: Using the Innovation Diffusion Cycle to Interpret Results of a Cross-sectional Survey among People Who are Socially Vulnerable

Smith

Bone

Visco

et al. 2022

Journal of Health Communication

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We sought to identify barriers to COVID-19 vaccine uptake among persons who are socially vulnerable in light of the natural cycle of innovation diffusion. Widespread adoption of a health innovation requires a cadre of opinion leaders to build on successes experienced by early adopters. One type of opinion leader in healthcare are health mavens: members of a community who maintain up-to-date health knowledge and share their knowledge others. We surveyed 139 persons who are socially vulnerable regarding their COVID-19 vaccination intention, and evaluated their responses based on psychological traits captured by two scales: innovativeness and health mavenism. Health mavenism was not strongly correlated with COVID-19 vaccine intention. Health mavens often relied on their own healthcare providers (n = 46) and health agency websites (n = 42) for vaccine information. Those who relied on their faith leaders (n = 4) reported a lower likelihood of getting vaccinated (31.5% vs. 76.0%, p < .05). The observed lack of support by health mavens represents a critical barrier to COVID-19 vaccine uptake; targeting campaigns to health mavens may increase COVID-19 vaccine uptake in socially vulnerable communities.

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Section: Diffusion Of Innovationmentioning

confidence: 99%

Skeptical Health Mavens May Limit COVID-19 Vaccine Diffusion: Using the Innovation Diffusion Cycle to Interpret Results of a Cross-sectional Survey among People Who are Socially Vulnerable

Smith

Bone

Visco

et al. 2022

Journal of Health Communication

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Opinion Leaders

Carpenter¹

2022

The International Encyclopedia of Health Communication

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Opinion leaders are people who can informally influence others to adopt, among other things, healthier behaviors. This entry distinguishes between polymorphic opinion leaders, who are able to influence people on any topic, and monomorphic opinion leaders, who are usually only able to influence people on a particular topic, as well as approaches blending the two types. The need to understand the best way to identify and recruit opinion leaders is discussed in the context of employing them to promote healthy behavior changes.

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