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Chapter 3 Social media influencers for health promotion

  • Sara Pabian , Ini Vanwesenbeeck , Frans Folkvord , Alexander P. Schouten , Gaëlle Ouvrein , Nadine van der Waal , Emmelyn Croes , Loes Janssen und Annemarie J. Nanne
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Health, Media, and Communication
Ein Kapitel aus dem Buch Health, Media, and Communication

Abstract

Social media users, in particular minors and young adults, seem susceptible to the activities of influencers on social media platforms such as Instagram (see Chapters 12 and 13), YouTube, and TikTok. Most studies on the effects of influencer communication have focused on promotional activities of influencers related to marketing strategies. However, social media influencers could also play an important role in social marketing strategies promoting health-related behaviors, such as healthier diets, increased physical activity, safer sex, non-smoking, getting vaccinated, and attending health screenings. The main aim of this chapter is to explore the potential of social media influencers for health-related prevention and intervention campaigns. This chapter starts with a definition and general description of social media influencers, including a description of the opportunities and risks of using social media influencers in health campaigns. Next, evidence-based findings on the effects of the promotion of healthier foods, physical activity, and sexual health by social media influencers will be presented. This chapter concludes with directions for future research and practice.

Abstract

Social media users, in particular minors and young adults, seem susceptible to the activities of influencers on social media platforms such as Instagram (see Chapters 12 and 13), YouTube, and TikTok. Most studies on the effects of influencer communication have focused on promotional activities of influencers related to marketing strategies. However, social media influencers could also play an important role in social marketing strategies promoting health-related behaviors, such as healthier diets, increased physical activity, safer sex, non-smoking, getting vaccinated, and attending health screenings. The main aim of this chapter is to explore the potential of social media influencers for health-related prevention and intervention campaigns. This chapter starts with a definition and general description of social media influencers, including a description of the opportunities and risks of using social media influencers in health campaigns. Next, evidence-based findings on the effects of the promotion of healthier foods, physical activity, and sexual health by social media influencers will be presented. This chapter concludes with directions for future research and practice.

Kapitel in diesem Buch

  1. Frontmatter I
  2. Preface to Handbooks of Communication Science series V
  3. Contents IX
  4. Introduction 1
  5. Section 1: Message senders
  6. Chapter 1 Creating trust in health organizations 11
  7. Chapter 2 Creating trust and understanding in doctor–patient relationships 31
  8. Chapter 3 Social media influencers for health promotion 49
  9. Chapter 4 Celebrity health narratives and the celebrity sick-scape 69
  10. Section 2: Message content
  11. Chapter 5 Fear appeals in health communication 91
  12. Chapter 6 Messaging and affect processing 109
  13. Chapter 7 Narratives in health communication 127
  14. Chapter 8 Entertainment-Education in the new media landscape: Stimulating creative engagement in online communities for social and behavioral change 147
  15. Chapter 9 The communication of uncertainty in health 169
  16. Chapter 10 Social norms in health communication 187
  17. Chapter 11 The impact of argument strength in health communication 213
  18. Chapter 12 Behavioral change techniques in influencers’ social media messages 231
  19. Section 3: Medium types
  20. Chapter 13 Instagram and health 251
  21. Chapter 14 Twitter and health communication 269
  22. Chapter 15 Fantasy, facts and fun: Digital health games for impact and implementation 287
  23. Chapter 16 Chatbots for health communication 309
  24. Section 4: Message recipients
  25. Chapter 17 Information seeking, scanning, and processing 335
  26. Chapter 18 Health literacy and information processing 355
  27. Chapter 19 Language difficulties: Healthcare provider–migrant patient communication 375
  28. Chapter 20 Cognitive biases in depression: Implications for help-seeking messaging 391
  29. Chapter 21 Creating active involvement interventions to effectively reduce adolescent health risk behaviors 411
  30. Section 5: Contemporary challenges
  31. Chapter 22 Infodemics and health information overload 433
  32. Chapter 23 Fake news and misinformation 453
  33. Chapter 24 Health communication on social media during a crisis 469
  34. Section 6: Case studies
  35. Chapter 25 Exploring communication in multi-level strategies for promoting healthy diets: A South African case study 491
  36. Chapter 26 Physical activity and citizen science: Two case studies from Flanders (Belgium) 505
  37. List of contributors 527
  38. Index 539
https://doi.org/10.1515/9783110775426-004

Kapitel in diesem Buch

  1. Frontmatter I
  2. Preface to Handbooks of Communication Science series V
  3. Contents IX
  4. Introduction 1
  5. Section 1: Message senders
  6. Chapter 1 Creating trust in health organizations 11
  7. Chapter 2 Creating trust and understanding in doctor–patient relationships 31
  8. Chapter 3 Social media influencers for health promotion 49
  9. Chapter 4 Celebrity health narratives and the celebrity sick-scape 69
  10. Section 2: Message content
  11. Chapter 5 Fear appeals in health communication 91
  12. Chapter 6 Messaging and affect processing 109
  13. Chapter 7 Narratives in health communication 127
  14. Chapter 8 Entertainment-Education in the new media landscape: Stimulating creative engagement in online communities for social and behavioral change 147
  15. Chapter 9 The communication of uncertainty in health 169
  16. Chapter 10 Social norms in health communication 187
  17. Chapter 11 The impact of argument strength in health communication 213
  18. Chapter 12 Behavioral change techniques in influencers’ social media messages 231
  19. Section 3: Medium types
  20. Chapter 13 Instagram and health 251
  21. Chapter 14 Twitter and health communication 269
  22. Chapter 15 Fantasy, facts and fun: Digital health games for impact and implementation 287
  23. Chapter 16 Chatbots for health communication 309
  24. Section 4: Message recipients
  25. Chapter 17 Information seeking, scanning, and processing 335
  26. Chapter 18 Health literacy and information processing 355
  27. Chapter 19 Language difficulties: Healthcare provider–migrant patient communication 375
  28. Chapter 20 Cognitive biases in depression: Implications for help-seeking messaging 391
  29. Chapter 21 Creating active involvement interventions to effectively reduce adolescent health risk behaviors 411
  30. Section 5: Contemporary challenges
  31. Chapter 22 Infodemics and health information overload 433
  32. Chapter 23 Fake news and misinformation 453
  33. Chapter 24 Health communication on social media during a crisis 469
  34. Section 6: Case studies
  35. Chapter 25 Exploring communication in multi-level strategies for promoting healthy diets: A South African case study 491
  36. Chapter 26 Physical activity and citizen science: Two case studies from Flanders (Belgium) 505
  37. List of contributors 527
  38. Index 539
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Heruntergeladen am 9.12.2025 von https://www.degruyterbrill.com/document/doi/10.1515/9783110775426-004/html
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