The role of social influencers for effective public health communication

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...

Full description

Saved in:
Bibliographic Details
Published in:Online information review 2022-08, Vol.46 (5), p.974-992
Main Authors: Gupta, Shiromani, Dash, Satya Bhusan, Mahajan, Rachna
Format: Article
Language:English
Subjects:
Attitude Change
Attitudes
Celebrities
Communication
Communication (Thought Transfer)
Consumer attitudes
Consumers
Coronaviruses
COVID-19
Customer services
Digital media
Disease transmission
Empirical analysis
Information dissemination
Information sharing
Intention
Marketing
Medical research
Multivariate statistical analysis
Opinions
Pandemics
Public health
Purchase intention
Researchers
Social distancing
Social Media
Social networks
Technology Acceptance Model
Viral diseases
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary: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
ISSN:1468-4527
1468-4535
DOI:10.1108/OIR-01-2021-0012