Match-up Hypothesis in Strategic Health Communication: The Interplay of Incongruence and Congruence in Public Health Organization Collaborations with Social Media Influencers
Match-up Hypothesis in Strategic Health Communication: The Interplay of Incongruence and Congruence in Public Health Organization Collaborations with Social Media Influencers
Lanlan Zhang (Ph.D. student), “Match-up Hypothesis in Strategic Health Communication: The Interplay of Incongruence and Congruence in Public Health Organization Collaborations with Social Media Influencers,” extended abstract accepted for presentation at the International Public Relations Research Conference (IPRRC), March, Orlando.
Abstract: Focusing on health public relations, this new conceptual model outlines: (1) the role and function of general influencers in strategic health communication, (2) how public health organizations (PHOrgs) select social media influencers (SMIs) for collaboration, and (3) the features of content they co-create to enhance the effectiveness of health campaigns.
Related Research
-
“Best Paper/Show Bible” at the 2025 Broadcast Education Association BEA) Festival of Media ArtsMatthew Evans won “Best Paper/Show Bible” at the 2025 Broadcast Education Association BEA) Festival of Media Arts with his show bible for his original TV series THE DEVIL’S RUST. He […]
-
Don’t Tell Mom the Babysitter’s DeadNeil Landau’s remake of “Don’t Tell Mom the Babysitter’s Dead” (2024) was picked up by SHOUT! Studios to distribute across all digital platforms worldwide. Landau is credited as co-writer and […]