Tailoring in the digital era: Stimulating dialogues on health topics in collaboration with social media influencers.

Clicks: 471
ID: 78749
Article Quality & Performance Metrics
Overall Quality
Not rated
Combines reader engagement with the AI quality analysis. This article has not been analysed, so there is no overall score — reader engagement is measured and shown alongside.
AI Quality Assessment
Not analyzed
Readership in this journal
Steady

Ranked #2 of 14 articles by views in Digital health

Most read Least read

Bar heights use a square-root scale.

Mint this article as an NFT
Not yet minted

Create a permanent, verifiable on-chain record of this article on the Scimatic Network. The NFT is held in your Journament account, and you can withdraw it to your own wallet at any time.

5 SUSD one-off · no wallet required
Sign in to mint
Abstract
In today's media landscape, audiences increasingly turn to online communities for media consumption and to exchange information about specific niche interests such as health-related topics. This calls for a segmented approach in which interventions are targeted at online communities, tailored to their specific cultures and health-related perceptions, and leverage the dynamics of conversation and social influence in online networks. Strategies drawn from the field of provide interesting opportunities to reach and engage with audiences in a personally relevant manner, including with those who may disagree with an intervention's message. This article reflects on what health communicators might learn from influencer strategies and proposes digital methods to target and tailor health communication in the digital era. More concretely, we present methods to: (a) identify online communities engaging on a specific health issue; (b) map community specific cultures and health-related perceptions; and (c) identify influencers as potential collaboration partners. As such, we adopt a slightly different take on tailoring by putting the creative and cultural competences of social influencers central, and by aligning our methods with a media mapping protocol to create influencer strategies that are tailored to the cultures and health-related perceptions of multiple online audience segments. We illustrate the potential of these methods with a study of how vaccination is discussed among Dutch Twitter users.
Reference Key
lutkenhaustailoringdigital Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Lutkenhaus, Roel O;Jansz, Jeroen;Bouman, Martine Pa;
Journal Digital health
Year Year not found
DOI
10.1177/2055207618821521
URL
Keywords
Data mining social media social norms vaccination health communication social networking algorithms computing methodologies anti-vaccination movement gatekeeping

Citations

No citations found. To add a citation, contact the admin at info@scimatic.org

Comments

No comments yet. Be the first to comment on this article.