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.

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