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dc.contributor.authorPöyry, Essi
dc.contributor.authorReinikainen, Hanna
dc.contributor.authorLuoma-Aho, Vilma
dc.date.accessioned2022-07-01T12:28:36Z
dc.date.available2022-07-01T12:28:36Z
dc.date.issued2022
dc.identifier.citationPöyry, E., Reinikainen, H., & Luoma-Aho, V. (2022). The Role of Social Media Influencers in Public Health Communication : Case COVID-19 Pandemic. <i>International Journal of Strategic Communication</i>, <i>16</i>(3), 469-484. <a href="https://doi.org/10.1080/1553118x.2022.2042694" target="_blank">https://doi.org/10.1080/1553118x.2022.2042694</a>
dc.identifier.otherCONVID_147280112
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/82185
dc.description.abstractDuring public health crises, public organizations face a variety of strategic communication challenges, and the outbreak of the COVID-19 pandemic in 2020 is an extreme example. In Finland, the Prime Minister’s Office initiated a communication campaign that utilized social media influencers to communicate timely instructions regarding the pandemic. However, it is uncertain how social media influencers adapt to briefings of public organizations given that they typically work with brands that align with their own interests and expertise, which rarely is epidemiology. We use the two-step flow of communication model and social influence theory to analyze research data that consisted of 96 Instagram posts, 108 Instagram Stories and 1097 comments. Qualitative content analysis was used to see how the influencers communicated about the pandemic and how their followers reacted. The results suggest that the influencers tried to adapt the messages to their own style, and, instead of committing to the wordings of the campaign, they shared general guidelines and, with their own example, showed how to behave during the pandemic. Their participation in the campaign helped affect social norms during the time of the crisis, which in the case of public health communication is a substantial, strategic goal.en
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.publisherRoutledge
dc.relation.ispartofseriesInternational Journal of Strategic Communication
dc.rightsCC BY 4.0
dc.subject.othersocial media influencers
dc.subject.otherpublic health communication
dc.subject.otherCOVID-19 pandemic
dc.titleThe Role of Social Media Influencers in Public Health Communication : Case COVID-19 Pandemic
dc.typearticle
dc.identifier.urnURN:NBN:fi:jyu-202207013784
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineDigitaalinen liiketoiminta ja talous (painoala)fi
dc.contributor.oppiaineDigital marketing and Communicationfi
dc.contributor.oppiaineViestinnän johtaminenfi
dc.contributor.oppiaineBasic or discovery scholarshipfi
dc.contributor.oppiaineDigital Business and Economy (focus area)en
dc.contributor.oppiaineDigital marketing and Communicationen
dc.contributor.oppiaineCorporate Communicationen
dc.contributor.oppiaineBasic or discovery scholarshipen
dc.type.urihttp://purl.org/eprint/type/JournalArticle
dc.type.coarhttp://purl.org/coar/resource_type/c_2df8fbb1
dc.description.reviewstatuspeerReviewed
dc.format.pagerange469-484
dc.relation.issn1553-118X
dc.relation.numberinseries3
dc.relation.volume16
dc.type.versionpublishedVersion
dc.rights.copyright© 2022 the Authors
dc.rights.accesslevelopenAccessfi
dc.relation.grantnumber320373
dc.subject.ysokansanterveys
dc.subject.ysosomevaikuttajat
dc.subject.ysoyhteiskunnalliset vaikuttajat
dc.subject.ysotiedotus
dc.subject.ysopandemiat
dc.subject.ysokampanjat
dc.subject.ysososiaalinen media
dc.subject.ysoverkkoyhteisöt
dc.subject.ysovaikuttaminen
dc.subject.ysoterveysviestintä
dc.subject.ysoyhteisöviestintä
dc.subject.ysoCOVID-19
dc.format.contentfulltext
jyx.subject.urihttp://www.yso.fi/onto/yso/p452
jyx.subject.urihttp://www.yso.fi/onto/yso/p39307
jyx.subject.urihttp://www.yso.fi/onto/yso/p3181
jyx.subject.urihttp://www.yso.fi/onto/yso/p35
jyx.subject.urihttp://www.yso.fi/onto/yso/p10121
jyx.subject.urihttp://www.yso.fi/onto/yso/p5279
jyx.subject.urihttp://www.yso.fi/onto/yso/p20774
jyx.subject.urihttp://www.yso.fi/onto/yso/p23472
jyx.subject.urihttp://www.yso.fi/onto/yso/p1657
jyx.subject.urihttp://www.yso.fi/onto/yso/p24514
jyx.subject.urihttp://www.yso.fi/onto/yso/p26123
jyx.subject.urihttp://www.yso.fi/onto/yso/p38829
dc.rights.urlhttps://creativecommons.org/licenses/by/4.0/
dc.relation.doi10.1080/1553118x.2022.2042694
dc.relation.funderResearch Council of Finlanden
dc.relation.funderSuomen Akatemiafi
jyx.fundingprogramAcademy Programme, AoFen
jyx.fundingprogramAkatemiaohjelma, SAfi
jyx.fundinginformationThis work was supported by the Academy of Finland [320373]; Helsingin Sanomat Foundation [Unconventional Communicators in the Corona Crisis].
dc.type.okmA1


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