Cover Image

Breaking the traditional communication flow: exploration of social media opinion leaders in health

Opinion leaders play an important role in mitigating health issues and are able to influence attitudes and health behaviors to a certain extent.However, in the world we are living today, individual health decision making no longer rely fully on doctor’s advice, but often persuaded by people or orga...

Full description

Saved in:
Bibliographic Details
Main Authors: Mohamad, Emma, Ahmad, Abdul Latiff, Mohamed Salleh, Sabariah, Wan Sulaiman, Ummu Khadijah
Format: Conference or Workshop Item
Language:English
Published: 2017
Subjects:
R Medicine (General)
T Technology (General)
Online Access:http://repo.uum.edu.my/20930/1/shsconf_icome2017%201%205iv.pdf
http://repo.uum.edu.my/20930/
http://doi.org/10.1051/shsconf/20173300044
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.uum.repo.20930
record_format eprints
spelling my.uum.repo.209302017-02-12T04:24:34Z http://repo.uum.edu.my/20930/ Breaking the traditional communication flow: exploration of social media opinion leaders in health Mohamad, Emma Ahmad, Abdul Latiff Mohamed Salleh, Sabariah Wan Sulaiman, Ummu Khadijah R Medicine (General) T Technology (General) Opinion leaders play an important role in mitigating health issues and are able to influence attitudes and health behaviors to a certain extent.However, in the world we are living today, individual health decision making no longer rely fully on doctor’s advice, but often persuaded by people or organisations deemed reliable and trustworthy.Interestingly, one does not have to have a medical degree to be seen as “reliable” or “trustworthy” in giving out medical advices. Computermediated-communication changes the way opinion leaders emerge in virtual communities, specifically in the context of health.Through increased access to both traditional and online media, people have a fair access to communication technology and therefore, our definition of opinion leaders have shifted from how we used to understand it through Lazarsfeld’s two-steps flow theory. In fact, the way opinion leaders operate via social media platform is very different from how it used to be through the traditional mass media.This paper will discuss on the characteristics of new media opinion leaders, particularly in the context of health, in hopes to learn new ways to promote health in future communication campaigns. 2017 Conference or Workshop Item PeerReviewed application/pdf en cc4_by http://repo.uum.edu.my/20930/1/shsconf_icome2017%201%205iv.pdf Mohamad, Emma and Ahmad, Abdul Latiff and Mohamed Salleh, Sabariah and Wan Sulaiman, Ummu Khadijah (2017) Breaking the traditional communication flow: exploration of social media opinion leaders in health. In: International Conference on Communication and Media: An International Communication Association Regional Conference (i-COME’16), 18th - 20th September 2016, Istana Hotel, Kuala Lumpur. http://doi.org/10.1051/shsconf/20173300044 doi:10.1051/shsconf/20173300044
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutionali Repository
url_provider http://repo.uum.edu.my/
language English
topic R Medicine (General)
T Technology (General)
spellingShingle R Medicine (General)
T Technology (General)
Mohamad, Emma
Ahmad, Abdul Latiff
Mohamed Salleh, Sabariah
Wan Sulaiman, Ummu Khadijah
Breaking the traditional communication flow: exploration of social media opinion leaders in health
description Opinion leaders play an important role in mitigating health issues and are able to influence attitudes and health behaviors to a certain extent.However, in the world we are living today, individual health decision making no longer rely fully on doctor’s advice, but often persuaded by people or organisations deemed reliable and trustworthy.Interestingly, one does not have to have a medical degree to be seen as “reliable” or “trustworthy” in giving out medical advices. Computermediated-communication changes the way opinion leaders emerge in virtual communities, specifically in the context of health.Through increased access to both traditional and online media, people have a fair access to communication technology and therefore, our definition of opinion leaders have shifted from how we used to understand it through Lazarsfeld’s two-steps flow theory. In fact, the way opinion leaders operate via social media platform is very different from how it used to be through the traditional mass media.This paper will discuss on the characteristics of new media opinion leaders, particularly in the context of health, in hopes to learn new ways to promote health in future communication campaigns.
format Conference or Workshop Item
author Mohamad, Emma
Ahmad, Abdul Latiff
Mohamed Salleh, Sabariah
Wan Sulaiman, Ummu Khadijah
author_facet Mohamad, Emma
Ahmad, Abdul Latiff
Mohamed Salleh, Sabariah
Wan Sulaiman, Ummu Khadijah
author_sort Mohamad, Emma
title Breaking the traditional communication flow: exploration of social media opinion leaders in health
title_short Breaking the traditional communication flow: exploration of social media opinion leaders in health
title_full Breaking the traditional communication flow: exploration of social media opinion leaders in health
title_fullStr Breaking the traditional communication flow: exploration of social media opinion leaders in health
title_full_unstemmed Breaking the traditional communication flow: exploration of social media opinion leaders in health
title_sort breaking the traditional communication flow: exploration of social media opinion leaders in health
publishDate 2017
url http://repo.uum.edu.my/20930/1/shsconf_icome2017%201%205iv.pdf
http://repo.uum.edu.my/20930/
http://doi.org/10.1051/shsconf/20173300044
_version_ 1644283098289930240
score 13.211869

Similar Items