Acceptance of health messages conveyed by parasocial opinion leaders on twitter among followers
Social media does not only provide a space for individuals to communicate, but it also encourages individuals to find and share health information. This situation has led to a change in the patterns and functions of health opinion leaders that exist on social media. Health opinion leaders influence...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2021
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| Online Access: | http://journalarticle.ukm.my/18711/ http://journalarticle.ukm.my/18711/1/52100-174326-1-PB.pdf |
| _version_ | 1848814645943468032 |
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| author | Chew, Saw Teck Emma Mohamad, Sabariah Mohamed Salleh, |
| author_facet | Chew, Saw Teck Emma Mohamad, Sabariah Mohamed Salleh, |
| author_sort | Chew, Saw Teck |
| building | UKM Institutional Repository |
| collection | Online Access |
| description | Social media does not only provide a space for individuals to communicate, but it also encourages individuals to find and share health information. This situation has led to a change in the patterns and functions of health opinion leaders that exist on social media. Health opinion leaders influence media users by sharing and delivering health information and are capable of fostering parasocial relationships with media users. Therefore, it is essential to investigate the process by which parasocial opinion leaders shape health messages on social media. In correspondence, this study sought to understand the level of acceptance of health messages among Twitter users of the information tweeted by parasocial opinion leaders. In-depth interviews were conducted on 25 followers of parasocial health opinion leaders on Twitter. This study found that the formation of health messages and information conveyed by parasocial health opinion leaders could influence their followers. Four forms of message reception were identified in this study: 1) information and complexity reduction (a description, information delivery style, information sharing, information, and health literacy, and correction of information and mythical perceptions), 2) health orientation, 3) stimulation of interest, and 4) strengthening of the image and ethics of professionalism. Additionally, this study also discovered that media users perceived health opinion leaders as mentors, family members, friends, and idols. |
| first_indexed | 2025-11-15T00:37:23Z |
| format | Article |
| id | oai:generic.eprints.org:18711 |
| institution | Universiti Kebangasaan Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T00:37:23Z |
| publishDate | 2021 |
| publisher | Penerbit Universiti Kebangsaan Malaysia |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | oai:generic.eprints.org:187112022-05-31T08:43:16Z http://journalarticle.ukm.my/18711/ Acceptance of health messages conveyed by parasocial opinion leaders on twitter among followers Chew, Saw Teck Emma Mohamad, Sabariah Mohamed Salleh, Social media does not only provide a space for individuals to communicate, but it also encourages individuals to find and share health information. This situation has led to a change in the patterns and functions of health opinion leaders that exist on social media. Health opinion leaders influence media users by sharing and delivering health information and are capable of fostering parasocial relationships with media users. Therefore, it is essential to investigate the process by which parasocial opinion leaders shape health messages on social media. In correspondence, this study sought to understand the level of acceptance of health messages among Twitter users of the information tweeted by parasocial opinion leaders. In-depth interviews were conducted on 25 followers of parasocial health opinion leaders on Twitter. This study found that the formation of health messages and information conveyed by parasocial health opinion leaders could influence their followers. Four forms of message reception were identified in this study: 1) information and complexity reduction (a description, information delivery style, information sharing, information, and health literacy, and correction of information and mythical perceptions), 2) health orientation, 3) stimulation of interest, and 4) strengthening of the image and ethics of professionalism. Additionally, this study also discovered that media users perceived health opinion leaders as mentors, family members, friends, and idols. Penerbit Universiti Kebangsaan Malaysia 2021 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/18711/1/52100-174326-1-PB.pdf Chew, Saw Teck and Emma Mohamad, and Sabariah Mohamed Salleh, (2021) Acceptance of health messages conveyed by parasocial opinion leaders on twitter among followers. Jurnal Komunikasi ; Malaysian Journal of Communication, 37 (4). pp. 104-121. ISSN 0128-1496 https://ejournal.ukm.my/mjc/issue/view/1451 |
| spellingShingle | Chew, Saw Teck Emma Mohamad, Sabariah Mohamed Salleh, Acceptance of health messages conveyed by parasocial opinion leaders on twitter among followers |
| title | Acceptance of health messages conveyed by parasocial opinion leaders on twitter among followers |
| title_full | Acceptance of health messages conveyed by parasocial opinion leaders on twitter among followers |
| title_fullStr | Acceptance of health messages conveyed by parasocial opinion leaders on twitter among followers |
| title_full_unstemmed | Acceptance of health messages conveyed by parasocial opinion leaders on twitter among followers |
| title_short | Acceptance of health messages conveyed by parasocial opinion leaders on twitter among followers |
| title_sort | acceptance of health messages conveyed by parasocial opinion leaders on twitter among followers |
| url | http://journalarticle.ukm.my/18711/ http://journalarticle.ukm.my/18711/ http://journalarticle.ukm.my/18711/1/52100-174326-1-PB.pdf |