The role of social influencers for effective public health communication

Purpose The purpose of the study is to explore the suitability of social media influencers (SMIs) for communicating public health messages via social media platforms. The study identifies key persuasive communication components that influence individuals' attitudes and, subsequently, intentions to follow health-related information shared by SMIs. Design/methodology/approach Qualitative interviews with healthcare workers and interactions with 332 active social media users via structured online questionnaires were used for data collection. Structural equation modelling was used to analyse responses. Findings Results indicate that SMIs' credibility, SMI–individual homophily and quality of information shared by the SMI are the significant factors determining individuals' attitudes towards the information received. Furthermore, the individual's attitude significantly impacts their intention to follow information shared by the SMI. The study thus verifies the mediating role of attitude in persuasive communication. Research limitations/implications The current study can serve as a foundation for future work to examine the suitability of SMIs for tasks other than marketing. Practical implications The study provides insights for planning and implementing SMI-sourced communication in the public health context. The study enhances the understanding of the tested relationships and thereby increases scholars' and practitioners' ability to leverage SMIs for health-related communication. Originality/value Whilst SMIs are attracting increasing attention in consumer markets, the study suggests that they can be used in public health communication. Considering the coronavirus disease (COVID-19) situation, the empirical study provides insights into SMIs' role in persuasive public health communication amid a health crisis. Peer review The peer review history for the article is available at: https://publons.com/publon/10.1108/OIR-01-2021-0012