Credibility and influence in health messaging: examining medical professionals' role on X in promoting N95 respirators during COVID-19

Ahmed, Wasim; Khan, M. Laeeq; Malik, Aqdas; Krishnan, Satish; Hardey, Mariann; Katz, Matthew S.; Elareshi, Mokhtar

Abstract

This study explores the role of health influencers on X (formerly Twitter) in promoting N95 respirators, with a focus on the accuracy and completeness of the information shared. It evaluates the impact of X influencers on public perception and policy regarding N95 masks. Using a tripartite model integrating eWOM, health messaging, and opinion leadership, the research analyzed 251,740 tweets through social network analysis (SNA) and content analysis. A systematic random sample of 21,436 tweets reveals that influencers with +100k followers and verified accounts achieved higher engagement. While health influencers played a significant role in shaping public understanding, gaps in detailed guidance highlight the need for actionable and precise messaging. Positioned at the intersection of public policy and marketing, our study emphasizes influencer collaboration and standardized communication strategies to improve health information dissemination on digital media.

Citation

Ahmed, W., Khan, M. L., Malik, A., Krishnan, S., Hardey, M., Katz, M. S., & Elareshi, M. (in press). Credibility and influence in health messaging: examining medical professionals' role on X in promoting N95 respirators during COVID-19. Information, Communication and Society, https://doi.org/10.1080/1369118x.2025.2504605

• Journal Article Type: Article
• Acceptance Date: May 6, 2025
• Online Publication Date: May 15, 2025
• Deposit Date: May 20, 2025
• Publicly Available Date: Nov 16, 2026
• Print ISSN: 1369-118X
• Publisher: Routledge
• Peer Reviewed: Peer Reviewed
• DOI: https://doi.org/10.1080/1369118x.2025.2504605
• Public URL: https://hull-repository.worktribe.com/output/5179337