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Articles 13111 - 13111 of 13111
Full-Text Articles in Social and Behavioral Sciences
Exploring The Use Of Strategic Influencer Leadership (Sil) In Health Communication: A Cross-Cultural, Multi-Case Study, Katharina Wolf, Catherine Archer, Syafiq B. Assegaff, Joseph Nalloor
Exploring The Use Of Strategic Influencer Leadership (Sil) In Health Communication: A Cross-Cultural, Multi-Case Study, Katharina Wolf, Catherine Archer, Syafiq B. Assegaff, Joseph Nalloor
Research outputs 2022 to 2026
Purpose This study challenges the social media-centric view of influencers, arguing that health communication benefits from diverse strategic influencers beyond commercial figures. Trust, credibility and cultural resonance are essential for effective public health messaging, yet contemporary approaches often prioritise engagement metrics over strategic influence. Design/methodology/approach This paper employs a multi-case study approach to examine the strategic use of influencers in health communication across Indonesia, the United Arab Emirates and Australia during the COVID-19 pandemic. It explores how health professionals, royal representatives and a politician shaped public health messaging within culturally specific contexts. A mixed-methods approach, incorporating ethnographic research and thematic …