Exploring drivers for public engagement in social media communication with medical social influencers in China.

ABSTRACT: Social networking sites offer an important means for increasing the accessibility and enabling new forms of health communication between the public and medical social influencers (MSIs). MSIs have a social presence and are perceived as a credible source of health-related information. A research gap, however, exists in understanding the communication strategies employed by MSIs and the factors driving the public to engage in health communication with MSIs. This study, therefore, developed a new conceptual framework incorporating health communication, dialogic and interpersonal communication by employing quantitative content analysis to examine public engagement with MSI communication on the largest microblogging site in China, Sina Weibo. The analysis yielded insights into how the usefulnes

SUBMITTER: Ngai CSB 

PROVIDER: S-EPMC7540861 | biostudies-literature | 2020

REPOSITORIES: biostudies-literature