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Strategies used by health influencers for social media communication in Chile

Year: 2026

Type: article

Abstract: This research identifies the strategies of Chilean health influencers for social media communication. Using a qualitative approach, 11 health professionals with this profile were interviewed. Through grounded theory, a communication model is proposed, articulated around four dimensions: thematic exploration, content differentiation, relational authenticity, and ethical practice for effective social media communication

Source: Comunicación y Sociedad

DOI: 10.32870/cys.v2027.9106

Authors: Fabiola Troncoso Gutiérrez, Óscar Basulto Gallegos

Institution: Universidad Católica de la Santísima Concepción

Language: English

Topic: Social Media in Health Education

Subfield: Health

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W7225830759

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