Strategies of Parasocial Opinion Leaders in Using Twitter to Convey Health Messages to Followers

Saw Teck Chew, E. Mohamad, Sabariah Mohamed Salleh
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Abstract

Medical and health professionals who actively share and discuss health information through social media to influence their followers are known as social media health opinion leaders. However, the parasocial relationships between social media health opinion leaders and their followers can influence the opinions, emotions, attitudes, and effective actions of the followers towards leading a healthy lifestyle. Therefore, this study was conducted to identify the strategies employed by social media health opinion leaders when using social media to communicate health issues. This study integrated the process model of health parasocial opinion leadership on social media by Saw et al. as the study guide. An in-depth interview was conducted with five (5) social media health opinion leaders on Twitter. The results of the study show that social media health opinion leaders use a variety of strategies depending on the topic of discussion to effectively convey information to their followers. The strategies revealed in the study show that the delivery and sharing of information by social media health opinion leaders play an important role, namely in reducing information complexity, health orientation, stimulating interest, correcting information and mythic perceptions, and strengthening the image and ethics of medical professionalism. However, there is no emotional stimulation for those who follow their favourite social media health opinion leaders. As a result, the study suggests that social media health opinion leaders improve their emotional stimulation strategies to add value to the quality of parasocial relationships with their followers, thereby strengthening their relationship with their followers. Keywords: Opinion Leadership, parasocial relationship, parasocial opinion leadership, health communication, social media.
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准社会意见领袖使用Twitter向追随者传达健康信息的策略
通过社交媒体积极分享和讨论健康信息以影响其追随者的医疗卫生专业人员被称为社交媒体健康意见领袖。然而,社交媒体健康意见领袖与其追随者之间的准社会关系可以影响追随者对健康生活方式的意见,情绪,态度和有效行动。因此,本研究旨在确定社交媒体健康意见领袖在使用社交媒体沟通健康问题时采用的策略。本研究以Saw等人的社交媒体健康准社会意见领导过程模型为研究指导。对Twitter上的五(5)个社会媒体健康意见领袖进行了深入采访。研究结果表明,社交媒体健康意见领袖根据讨论的主题使用各种策略来有效地向关注者传达信息。研究发现,社交媒体健康意见领袖的信息传递和分享在降低信息复杂性、健康导向、激发兴趣、纠正信息和错误观念、加强医疗职业形象和道德规范等方面发挥着重要作用。然而,对于那些关注他们最喜欢的社交媒体健康意见领袖的人来说,没有任何情感刺激。因此,研究表明,社交媒体健康意见领袖可以改善他们的情绪刺激策略,以增加与追随者的准社会关系的质量,从而加强他们与追随者的关系。关键词:意见领导、副社会关系、副社会意见领导、健康传播、社交媒体
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来源期刊
CiteScore
1.50
自引率
40.00%
发文量
38
期刊介绍: All scholars are invited to submit manuscripts to Jurnal Komunikasi, Malaysian Journal of Communication. This journal provides a forum for empirical inquiries on human and mass communication and welcome conceptual, philosophical and theoretical essays or debates, book reviews and essay reviews directly contributing to communication or indirectly affecting it as a discipline. We suggest the following broad areas of research: -Communication and Policies -Globalization and Social Impact -Youth and Media Globalisation -Audience Analysis -Media, Democracy and Integration -Media Literacy and Media Education -Media and Development -Health Communication -Politics, Hegemony and the Media -ICT and Power -Gender and Sexuality in The Media -Social Media and Subcultures -Media, Popular Culture and Society -Media and Religion -Media and Identity -War, Conflict and Crisis Communication -Strategic Communication and Information Management
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