Strategies to Improve Health Communication: Can Health Professionals Be Heroes?

Abstract

Communicating evidence-based nutrition messages to the public is challenging and is often in conflict with popular opinions, particularly from social media influencers (SMIs). In order to increase engagement with nutrition professionals (NPs) on social media, we aimed to explore young adults’ perceptions of the authenticity and trustworthiness of SMIs and NPs Instagram posts. A cross-sectional questionnaire was administered to students (n = 149) from an Australian University. Participants viewed a real-life Instagram profile and one post from both a NP and a SMI. Main outcomes were post authenticity and trustworthiness, and emotional message appeals measured on five-point Likert scales. Regression models were developed to assess whose post (the NP or SMI) was perceived to be more authentic and trustworthy. Participants were young adults (median age (25th, 75th percentiles): 20 (19,21)), with approximately half identifying as female. A high heroic message appeal (+1SD above mean) significantly increased the perceived authenticity of the NPs post only (p = 0.01). Post authenticity enhanced post trustworthiness, but only when a heroic message appeal was used by the NP. When appropriate, NPs should convey positive emotions such as bravery and success to enhance the authenticity and trustworthiness of their posts.

Young Adults’ Use of Different Social Media Platforms for Health Information: Insights From Web-Based Conversations

“…Most studies have examined Facebook and Twitter, whereas trustworthiness on Instagram and YouTube has been studied less frequently [26,27]. The research shows that credibility is judged differently on the 2 platforms; for example, personalized language was an effective way to increase credibility on Facebook, but depersonalized tweets were more credible on Twitter [27,28].…”

“…A recent review found that the credibility of social media health information is affected by language used, perceived expertise, and bandwagon cues, such as the number of likes a post receives [26]. Most studies have examined Facebook and Twitter, whereas trustworthiness on Instagram and YouTube has been studied less frequently [26,27]. The research shows that credibility is judged differently on the 2 platforms; for example, personalized language was an effective way to increase credibility on Facebook, but depersonalized tweets were more credible on Twitter [27,28].…”

Process Evaluation of the ‘No Money No Time’ Healthy Eating Website Promoted Using Social Marketing Principles. A Case Study

“…Specifically, there is a great degree of heterogeneity among young adults with varying levels of engagement (e.g., super sharers, sharers, posters, lurkers and no engagement) [ 60 ]. It is suggested that complex interventions need to account for young adults’ variation in social media use and use an array of techniques, such as social support [ 60 ], gamification [ 61 ] and different messaging [ 62 , 63 ] to enhance engagement. In addition, it is important to consider user feelings around certain foods and how social media content can impact on this.…”

The Influencing Factors of Nutrition and Diet Health Knowledge Dissemination Using the WeChat Official Account in Health Promotion

“…Gabarron et al ( 21 ) revealed that health education on social media, such as Facebook and Instagram should consider videos and emoji in their posts to increase user engagement. Jenkins et al ( 22 ) found that nutrition professionals should convey positive emotions and success to enhance the trustworthiness of their posts. However, there remains a lack of quantitative analysis and empirical research on how to accurately parse out the health needs of users from massive amounts of health information.…”