期刊
ONLINE INFORMATION REVIEW
卷 46, 期 5, 页码 974-992出版社
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/OIR-01-2021-0012
关键词
Public health communication; Social media influencers; Persuasive communication; Behavioural intention; COVID-19 pandemic
This study aims to explore the suitability of social media influencers (SMIs) for communicating public health messages, with results indicating factors like credibility, homophily with individuals, and quality of shared information influencing attitudes and intentions. The study provides insights for leveraging SMIs in public health communication and enhances understanding of the mediating role of attitude in persuasive communication.
Purpose - The 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/approach - Qualitative 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. Findings - Results 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/implications - The current study can serve as a foundation for future work to examine the suitability of SMIs for tasks other than marketing. Practical implications - The 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/value - Whilst 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.
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