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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 usefulness of health-related information provided alongside the interactive dialogue and affective practices played an active role in engaging the public. The public sought health-related information primarily to address issues of concern for well-being and a high level of engagement in terms of online shares, likes, and comments was found. The use of multimedia made the site more appealing, resulting in likes while the expression of emotions by MSIs generated likes and comments. The need to connect with other online users and have a sense of community was reflected in engagement through sharing useful MSI posts by the public. By identifying influential MSIs on social networking sites, health information providers such as organizations and the government can raise awareness of health issues to foster a healthy lifestyle and contribute to better living in the community.
Highlights
The rapid expansion of Social Networking Sites (SNSs) such as Twitter, Facebook and Sina Weibo, as sub-types in social media [1], has enhanced users’ interaction and resulted in knowledge sharing, learning [2], dissemination of crucial information [3], and relationship building [4]
The use of dialogic and interpersonal communication strategies in medical social influencers (MSIs) communication Pertaining to the use of dialogic and interpersonal communication strategies in the five dimensions of MSI communication examined for RQ1, we found significant differences between the sub-dimensions in all five dimensions measured
The post hoc Dunn-Bonferroni test revealed that health information about care logistics, procedures, treatment and health information about raising awareness differed significantly from health information related to psychosocial aspects and non-specialized health-related information
Summary
The rapid expansion of Social Networking Sites (SNSs) such as Twitter, Facebook and Sina Weibo, as sub-types in social media [1], has enhanced users’ interaction and resulted in knowledge sharing, learning [2], dissemination of crucial information [3], and relationship building [4]. Kivitz [5] argued that the Internet and social media (including SNSs) “have made new experiences of health and illness possible” (p.223). The public is increasingly relying on SNSs to gain access to medical-related/healthcare/health behaviour information [6,7,8,9]. The number of social media users in China is estimated to reach 679.10 million by 2021 [12], and social media have the potential to offer credible sources of medical information, promote the adoption of healthy lifestyles and in turn, contribute to better living in society. The definition of medical social influencers (MSIs) and the important role played by them, as well as how this study fills the research gap are elaborated
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