Scroll, watch, engage? A data-driven content analysis of celebrity physicians’ health video strategies on Douyin
Purpose: While short-video platforms have gained prominence in health communication, limited research has investigated their role in physician-led health messaging. The objective of this study is to enhance understanding of how celebrity physicians in China use Douyin for health communication and au...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | en |
| Published: |
Emerald Publishing
2025
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| Subjects: | |
| Online Access: | http://psasir.upm.edu.my/id/eprint/123435/1/123435.pdf http://psasir.upm.edu.my/id/eprint/123435/ https://www.emerald.com/jices/article/23/3/392-414/1253237 |
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