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Accelerating diffusion innovation using celebrities as opinion leaders for millennials: HPV vaccines in Indonesia

Indonesia has become the country with the second-highest number of cervical cancer patients. It is the only type of cancer that could be prevented, but the public's understanding is still very low. The urgency of this issue especially applied for the millennial generation. This study discusse...

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Main Authors: Pinariya, Janette Maria, Ikhsano, Andre, Sutjipto, Aldila Maharani
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2020
Online Access:http://journalarticle.ukm.my/16080/1/35823-138201-1-PB.pdf
http://journalarticle.ukm.my/16080/
https://ejournal.ukm.my/mjc/issue/view/1322
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spelling my-ukm.journal.160802021-01-24T16:58:42Z http://journalarticle.ukm.my/16080/ Accelerating diffusion innovation using celebrities as opinion leaders for millennials: HPV vaccines in Indonesia Pinariya, Janette Maria Ikhsano, Andre Sutjipto, Aldila Maharani Indonesia has become the country with the second-highest number of cervical cancer patients. It is the only type of cancer that could be prevented, but the public's understanding is still very low. The urgency of this issue especially applied for the millennial generation. This study discusses the campaigns in the health sector conducted by Indonesia Cervical Cancer Prevention Coalition as an effort to introduce HPV vaccination as primary prevention of cervical cancer, where one of the main strategies used is by maximizing the role of celebrities as opinion leaders. This paper discusses how cervical cancer preventive measures are often seen as sensitive, frightening, and embarrassing by the millennial generation in Indonesia. Aims to obtain information about the use of celebrity opinion leaders as one of the KICKS communication strategies, obstacles faced and how to deal with them. The authors use a qualitative approach, with primary data obtained through interviews with seven informants. By using diffusion of innovation theory approach from Everett M. Rogers, which focuses on the role of opinion leaders, the results of this study show that what is done and said by opinion leaders regarding an innovation can be an important consideration for millennials. Where similarities that celebrities had as a part of the social system help making the message more relevant, memorable, reliable and trustworthy. However, it could not be denied that the use of celebrities as opinion leaders has its advantages and disadvantages, and besides that interpersonal communication is still needed. Penerbit Universiti Kebangsaan Malaysia 2020 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/16080/1/35823-138201-1-PB.pdf Pinariya, Janette Maria and Ikhsano, Andre and Sutjipto, Aldila Maharani (2020) Accelerating diffusion innovation using celebrities as opinion leaders for millennials: HPV vaccines in Indonesia. Jurnal Komunikasi ; Malaysian Journal of Communication, 36 (3). pp. 32-48. ISSN 0128-1496 https://ejournal.ukm.my/mjc/issue/view/1322
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description Indonesia has become the country with the second-highest number of cervical cancer patients. It is the only type of cancer that could be prevented, but the public's understanding is still very low. The urgency of this issue especially applied for the millennial generation. This study discusses the campaigns in the health sector conducted by Indonesia Cervical Cancer Prevention Coalition as an effort to introduce HPV vaccination as primary prevention of cervical cancer, where one of the main strategies used is by maximizing the role of celebrities as opinion leaders. This paper discusses how cervical cancer preventive measures are often seen as sensitive, frightening, and embarrassing by the millennial generation in Indonesia. Aims to obtain information about the use of celebrity opinion leaders as one of the KICKS communication strategies, obstacles faced and how to deal with them. The authors use a qualitative approach, with primary data obtained through interviews with seven informants. By using diffusion of innovation theory approach from Everett M. Rogers, which focuses on the role of opinion leaders, the results of this study show that what is done and said by opinion leaders regarding an innovation can be an important consideration for millennials. Where similarities that celebrities had as a part of the social system help making the message more relevant, memorable, reliable and trustworthy. However, it could not be denied that the use of celebrities as opinion leaders has its advantages and disadvantages, and besides that interpersonal communication is still needed.
format Article
author Pinariya, Janette Maria
Ikhsano, Andre
Sutjipto, Aldila Maharani
spellingShingle Pinariya, Janette Maria
Ikhsano, Andre
Sutjipto, Aldila Maharani
Accelerating diffusion innovation using celebrities as opinion leaders for millennials: HPV vaccines in Indonesia
author_facet Pinariya, Janette Maria
Ikhsano, Andre
Sutjipto, Aldila Maharani
author_sort Pinariya, Janette Maria
title Accelerating diffusion innovation using celebrities as opinion leaders for millennials: HPV vaccines in Indonesia
title_short Accelerating diffusion innovation using celebrities as opinion leaders for millennials: HPV vaccines in Indonesia
title_full Accelerating diffusion innovation using celebrities as opinion leaders for millennials: HPV vaccines in Indonesia
title_fullStr Accelerating diffusion innovation using celebrities as opinion leaders for millennials: HPV vaccines in Indonesia
title_full_unstemmed Accelerating diffusion innovation using celebrities as opinion leaders for millennials: HPV vaccines in Indonesia
title_sort accelerating diffusion innovation using celebrities as opinion leaders for millennials: hpv vaccines in indonesia
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2020
url http://journalarticle.ukm.my/16080/1/35823-138201-1-PB.pdf
http://journalarticle.ukm.my/16080/
https://ejournal.ukm.my/mjc/issue/view/1322
_version_ 1690372106684989440
score 13.211869

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