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Table 6 Use of health belief model constructs across influencer categories in instagram post images

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 85 (19%) 56 (13%) 155 (35%) 127 (28%) 25 (6%) 448
Politicians 9 (7%) 14 (11%) 14 (11%) 23 (18%) 39 (30%) 99
Public Health and Government 4 (5%) 12 (14%) 39 (46%) 65 (77%) 47 (28%) 167
Science Communicators 27 (8%) 58 (16%) 56 (16%) 71 (20%) 149 (41%) 361
Brand Influencers and Celebrities 0 (0%) 1 (7%) 4 (29%) 2 (14%) 7 (50%) 14
  1. 1% determined by dividing the use of each construct by the total number of uses of constructs across influencer category
  2. X2 = 221.794 on 16 degrees of freedom, p < 0.05