Toward a Taxonomy of Social Media Influencers in Public Health Communication

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dc.contributor.authorMarx, Julian
dc.contributor.authorBlanco, Beatriz
dc.contributor.authorBollmann, Hannah
dc.date.accessioned2023-12-26T18:39:08Z
dc.date.available2023-12-26T18:39:08Z
dc.date.issued2024-01-03
dc.identifier.doihttps://doi.org/10.24251/HICSS.2024.336
dc.identifier.isbn978-0-9981331-7-1
dc.identifier.othered3f7ffd-fccb-4b30-9b1a-1e40e246a47d
dc.identifier.urihttps://hdl.handle.net/10125/106719
dc.language.isoeng
dc.relation.ispartofProceedings of the 57th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectSocial Media Influencers and Influencing
dc.subjectcovid-19
dc.subjectpublic health communication
dc.subjectsocial media influencers
dc.subjecttaxonomy
dc.titleToward a Taxonomy of Social Media Influencers in Public Health Communication
dc.typeConference Paper
dc.type.dcmiText
dcterms.abstractIn 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.
dcterms.extent10 pages
prism.startingpage2778

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