Opinion Leadership and Sharing Positive and Negative Information About Vaccines on Social Media: A Mixed-Methods Approach.

IF 3.1 2区 医学 Q1 COMMUNICATION
Journal of Health Communication Pub Date : 2024-12-01 Epub Date: 2024-11-18 DOI:10.1080/10810730.2024.2426810
Xiaohui Wang, Zhihuai Lin, Jingyuan Shi, Ye Sun
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Abstract

In our research, we examined how three dimensions of opinion leadership-connectivity, maven, and persuasiveness-are associated with sharing positive and negative information about vaccines among parents in Hong Kong through a mixed-methods approach. In two studies, we assessed opinion leadership following a sociometric approach that involved using data from social media (Study 1) and a self-assessment using survey data (Study 2), which yielded largely consistent results. In particular, whereas connectivity and maven were significantly associated with sharing positive information about vaccines, all three dimensions were significantly associated with sharing negative information about vaccines. Those findings suggest that different dimensions of opinion leadership play different roles in information sharing depending on the information's valence. Moreover, the similar pattern of findings from both studies suggested that the sociometric approach and self-assessment may capture the multidimensional nature of opinion leadership equally well. In sum, the findings advance theoretical discussions on the role of opinion leadership in information sharing and offer practical insights into promoting vaccination for children among parents.

舆论领导力与在社交媒体上分享有关疫苗的正面和负面信息:一种混合方法。
在我们的研究中,我们通过混合方法考察了舆论领导力的三个维度--连通性、先锋性和说服力--与香港家长分享疫苗正面和负面信息的关联。在两项研究中,我们采用了社会计量学方法评估舆论领导力,包括使用社交媒体数据(研究 1)和使用调查数据进行自我评估(研究 2),结果基本一致。特别是,连通性和 "达人 "与疫苗正面信息的分享显著相关,而所有三个维度都与疫苗负面信息的分享显著相关。这些结果表明,舆论领导力的不同维度在信息共享中发挥着不同的作用,这取决于信息的价值取向。此外,这两项研究结果的相似模式表明,社会计量学方法和自我评估可能同样能够捕捉到舆论领导力的多维性。总之,研究结果推进了关于意见领袖在信息共享中的作用的理论讨论,并为在家长中推广儿童疫苗接种提供了实践启示。
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来源期刊
CiteScore
5.60
自引率
4.50%
发文量
63
期刊介绍: Journal of Health Communication: International Perspectives is the leading journal covering the full breadth of a field that focuses on the communication of health information globally. Articles feature research on: • Developments in the field of health communication; • New media, m-health and interactive health communication; • Health Literacy; • Social marketing; • Global Health; • Shared decision making and ethics; • Interpersonal and mass media communication; • Advances in health diplomacy, psychology, government, policy and education; • Government, civil society and multi-stakeholder initiatives; • Public Private partnerships and • Public Health campaigns. Global in scope, the journal seeks to advance a synergistic relationship between research and practical information. With a focus on promoting the health literacy of the individual, caregiver, provider, community, and those in the health policy, the journal presents research, progress in areas of technology and public health, ethics, politics and policy, and the application of health communication principles. The journal is selective with the highest quality social scientific research including qualitative and quantitative studies.
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