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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Bibliographic Details

Main Authors:	Zhang, Xin, Kamarudin, Syafila, Tang, Qing Qing, Liu, Xuan Tai
Format:	Article
Language:	en
Published:	Emerald Publishing 2025
Subjects:	Communication Philosophy
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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