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Table 5 Use of health belief model constructs across influencer categories in instagram post captions

From: A content analysis of Canadian influencer crisis messages on Instagram and the public’s response during COVID-19

Influencer Category Severity
n (%)1
Susceptibility
n (%)1
Benefits
n (%)1
Barriers
n (%)1
Cues to Action/Efficacy
n (%)1
Total Constructs Used
News Media 179 (15%) 208 (17%) 301 (25%) 414 (34%) 103 (9%) 1,205
Politicians 20 (6%) 42 (13%) 71 (21%) 113 (34%) 88 (26%) 334
Public Health and Government 9 (2%) 27 (6%) 147 (30%) 144 (30%) 159 (33%) 486
Science Communicators 31 (6%) 62 (13%) 97 (20%) 121 (25%) 182 (4%) 493
Brand Influencers and Celebrities 1 (2%) 2 (3%) 20 (31%) 26 (41%) 15 (23%) 64
  1. 1% determined by dividing the use of each construct by the total number of uses of constructs across influencer category
  2. X2 = 334.166 on 16 degrees of freedom, p < 0.05