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CC BY V4.0, Open Access
Journal article
Exploring the use of strategic influencer leadership (SIL) in health communication: a cross-cultural, multi-case study
Journal of Communication Management
2025
Abstract
Purpose
This study challenges the social media-centric view of influencers, arguing that health communication benefits from diverse strategic influencers beyond commercial figures. Trust, credibility and cultural resonance are essential for effective public health messaging, yet contemporary approaches often prioritise engagement metrics over strategic influence.
Design/methodology/approach
This paper employs a multi-case study approach to examine the strategic use of influencers in health communication across Indonesia, the United Arab Emirates and Australia during the COVID-19 pandemic. It explores how health professionals, royal representatives and a politician shaped public health messaging within culturally specific contexts. A mixed-methods approach, incorporating ethnographic research and thematic analysis, was used to analyse media coverage, social media posts, public statements, policy documents and verbal briefings.
Findings
The definition of “influencer” has been increasingly narrowed to social media figures, sidelining long-established strategic approaches. Findings from three culturally distinct case studies highlight the value of strategic influencer leadership (SIL), where credibility, suitability and cultural context take precedence over a narrow focus on social media metrics.
Social implications
Health communication performs a crucial role in distributing vital information, promoting public health, preventing disease and enhancing well-being. SIL helps overcome communication barriers such as mistrust, low health literacy and language differences, ensuring equitable access to critical information. Strategic influencers are particularly vital in diverse, multilingual societies.
Originality/value
By examining “traditional” influencers, this study challenges the dominant focus on social media influencers and vanity metrics. It encourages a more nuanced, context-driven approach to (health) communication via the use of SIL.
Details
- Title
- Exploring the use of strategic influencer leadership (SIL) in health communication: a cross-cultural, multi-case study
- Authors/Creators
- Katharina WolfCatherine ArcherSyafiq B. AssegaffJoseph Nalloor
- Publication Details
- Journal of Communication Management
- Publisher
- Emerald Publishing Limited.
- Identifiers
- 991005810349807891
- Copyright
- © Katharina Wolf, Catherine Archer, Syafiq B. Assegaff and Joseph Nalloor
- Murdoch Affiliation
- Murdoch University
- Resource Type
- Journal article
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