IDEAS home Printed from https://ideas.repec.org/a/gam/jscscx/v12y2023i4p220-d1117069.html
   My bibliography  Save this article

The Importance of Engagement in the Dissemination of Audio-Visual Content by Spanish Health Influencers on Instagram

Author

Listed:
  • Javier Almela-Baeza

    (Faculty of Communication and Documentation, University of Murcia, 30100 Murcia, Spain)

  • Julián Guercetti

    (Nanobiotechnology for Diagnostics (Nb4D), Institute for Advanced Chemistry of Catalonia (IQAC), Spanish Council for Scientific Research (CSIC), Jordi Girona 18-26, 08034 Barcelona, Spain)

  • Beatriz Febrero

    (Department of Surgery, Pediatrics, Gynecology and Obstetrics, School of Medicine, University of Murcia, 30100 Murcia, Spain
    Instituto Murciano de Investigaciones Biosanitaria IMIB-Arrixaca, 30120 Murcia, Spain)

Abstract

Influencers are the main source of disseminated health-related content, and this content is also more accepted by the population compared to content disseminated by health institutions. The objective of this study is to determine the communication strategies and content that generate more engagement with users who follow health and pharmacy topics. We analysed six Instagram accounts of Spanish influencers related to science and health communication with more than 30,000 followers. We evaluated user interaction metrics, the type of content shared, and calculated the degree of engagement based on the number of followers and interaction with the content. The accounts with the highest degree of engagement, such as @Farmacia_enfurecida with 166,000 followers, an engagement of 3.7% of likes per publication and 0.91% in comments, are accounts with a smaller number of followers. Communication techniques such as health product sweepstakes are the most effective in achieving user interaction. Engagement is a determining variable in the impact of health-related content dissemination and is not necessarily linked to a greater number of followers; the profiles that use a greater number of reels and infographics are those with a higher engagement value.

Suggested Citation

  • Javier Almela-Baeza & Julián Guercetti & Beatriz Febrero, 2023. "The Importance of Engagement in the Dissemination of Audio-Visual Content by Spanish Health Influencers on Instagram," Social Sciences, MDPI, vol. 12(4), pages 1-8, April.
    • Handle: RePEc:gam:jscscx:v:12:y:2023:i:4:p:220-:d:1117069
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2076-0760/12/4/220/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2076-0760/12/4/220/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Duncan J. Watts & Peter Sheridan Dodds, 2007. "Influentials, Networks, and Public Opinion Formation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(4), pages 441-458, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Inyoung Chae & Andrew T. Stephen & Yakov Bart & Dai Yao, 2017. "Spillover Effects in Seeded Word-of-Mouth Marketing Campaigns," Marketing Science, INFORMS, vol. 36(1), pages 89-104, January.
    2. Peres, Renana & Muller, Eitan & Mahajan, Vijay, 2010. "Innovation diffusion and new product growth models: A critical review and research directions," International Journal of Research in Marketing, Elsevier, vol. 27(2), pages 91-106.
    3. Juan Shi & Kin Keung Lai & Ping Hu & Gang Chen, 2018. "Factors dominating individual information disseminating behavior on social networking sites," Information Technology and Management, Springer, vol. 19(2), pages 121-139, June.
    4. Audrey Yue & Elmie Nekmat & Annisa R. Beta, 2019. "Digital Literacy Through Digital Citizenship: Online Civic Participation and Public Opinion Evaluation of Youth Minorities in Southeast Asia," Media and Communication, Cogitatio Press, vol. 7(2), pages 100-114.
    5. Andrea Pérez & Carlos López & María del Mar García-De los Salmones, 2017. "An empirical exploration of the link between reporting to stakeholders and corporate social responsibility reputation in the Spanish context," Accounting, Auditing & Accountability Journal, Emerald Group Publishing Limited, vol. 30(3), pages 668-698, March.
    6. Ahmadreza Asgharpourmasouleh & Atiye Sadeghi & Ali Yousofi, 2017. "A Grounded Agent-Based Model of Common Good Production in a Residential Complex: Applying Artificial Experiments," SAGE Open, , vol. 7(4), pages 21582440177, October.
    7. Tolga Akcura & Kemal Altinkemer & Hailiang Chen, 0. "Noninfluentials and information dissemination in the microblogging community," Information Technology and Management, Springer, vol. 0, pages 1-18.
    8. V. Kumar & Vikram Bhaskaran & Rohan Mirchandani & Milap Shah, 2013. "Practice Prize Winner ---Creating a Measurable Social Media Marketing Strategy: Increasing the Value and ROI of Intangibles and Tangibles for Hokey Pokey," Marketing Science, INFORMS, vol. 32(2), pages 194-212, March.
    9. Gandal, Neil & Bar-Gill, Sagit, 2017. "Online Exploration, Content Choice & Echo Chambers: An Experiment," CEPR Discussion Papers 11909, C.E.P.R. Discussion Papers.
    10. Douglas Guilbeault & Damon Centola, 2020. "Networked collective intelligence improves dissemination of scientific information regarding smoking risks," PLOS ONE, Public Library of Science, vol. 15(2), pages 1-14, February.
    11. Claus, Bart & Geyskens, Kelly & Millet, Kobe & Dewitte, Siegfried, 2012. "The referral backfire effect: The identity-threatening nature of referral failure," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 370-379.
    12. Tolga Akcura & Kemal Altinkemer & Hailiang Chen, 2018. "Noninfluentials and information dissemination in the microblogging community," Information Technology and Management, Springer, vol. 19(2), pages 89-106, June.
    13. Yan Lin & Wai Fong Boh, 2020. "How different Are crowdfunders? Examining archetypes of crowdfunders," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 71(11), pages 1357-1370, November.
    14. Antoniades George & Briede Dace & Kontina Marta & Milevica Inga & Stige-Skuskovnika Vita, 2020. "Influencers’ Engagement in a Brand Communication: Latvia and Cyprus Cases," Economics and Culture, Sciendo, vol. 17(1), pages 53-61, June.
    15. Amini, Mehdi & Wakolbinger, Tina & Racer, Michael & Nejad, Mohammad G., 2012. "Alternative supply chain production–sales policies for new product diffusion: An agent-based modeling and simulation approach," European Journal of Operational Research, Elsevier, vol. 216(2), pages 301-311.
    16. Nie, Yanyi & Zhong, Xiaoni & Lin, Tao & Wang, Wei, 2022. "Homophily in competing behavior spreading among the heterogeneous population with higher-order interactions," Applied Mathematics and Computation, Elsevier, vol. 432(C).
    17. Qingliang Wang & Fred Miao & Giri Kumar Tayi & En Xie, 2019. "What makes online content viral? The contingent effects of hub users versus non–hub users on social media platforms," Journal of the Academy of Marketing Science, Springer, vol. 47(6), pages 1005-1026, November.
    18. Hinz, Oliver & Schulze, Christian & Takac, Carsten, 2014. "New product adoption in social networks: Why direction matters," Journal of Business Research, Elsevier, vol. 67(1), pages 2836-2844.
    19. Pescher, Christian & Spann, Martin, 2014. "Relevance of actors in bridging positions for product-related information diffusion," Journal of Business Research, Elsevier, vol. 67(8), pages 1630-1637.
    20. Fang, Fanshu & Ma, Jing & Ma, Yin-Jie & Boccaletti, Stefano, 2024. "Social contagion on higher-order networks: The effect of relationship strengths," Chaos, Solitons & Fractals, Elsevier, vol. 186(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jscscx:v:12:y:2023:i:4:p:220-:d:1117069. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.