Toward a Taxonomy of Social Media Influencers in Public Health Communication
Files
Date
2024-01-03
Contributor
Advisor
Department
Instructor
Depositor
Speaker
Researcher
Consultant
Interviewer
Narrator
Transcriber
Annotator
Journal Title
Journal ISSN
Volume Title
Publisher
Volume
Number/Issue
Starting Page
2778
Ending Page
Alternative Title
Abstract
In recent years, researchers have been discussing various strategies for public health communication to support individuals, populations, and communities in making healthier choices. In this context, the employment of social media influencers (SMI) is considered especially effective. Although we have seen extensive practical application during the COVID-19 pandemic, we possess little theoretical knowledge about the characteristics and narratives conveyed by SMI that engage in public health communication. This study takes a first step toward solving this issue by developing a taxonomy of SMI in public health communication. For the taxonomy development, qualitative content analyses of Twitter and YouTube data from the case of the German COVID-19 vaccination were conducted. The taxonomy emphasizes that SMI in public health communication can show major variations across different characteristics, thereby representing many facets of society. Moreover, conveyed narratives are not limited to health but also extend to political and social issues. This study contributes to the literature on broader SMI frameworks with a taxonomy of SMI in public health communication. The taxonomy offers a basis for further theory development and practical evaluations for context-specific employment of SMI.
Description
Keywords
Social Media Influencers and Influencing, covid-19, public health communication, social media influencers, taxonomy
Citation
Extent
10 pages
Format
Geographic Location
Time Period
Related To
Proceedings of the 57th Hawaii International Conference on System Sciences
Related To (URI)
Table of Contents
Rights
Attribution-NonCommercial-NoDerivatives 4.0 International
Rights Holder
Local Contexts
Collections
Email libraryada-l@lists.hawaii.edu if you need this content in ADA-compliant format.