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Table 7 Use of health belief model constructs in combination in captions

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

Number of Health Belief Model Constructs Per Post

News Media

n(%)

Politicians

n(%)

Public Health and Government

n(%)

Science Communicators

n(%)

Brand Influencers and Celebrities

n(%)

Average n(%)

0

320 (30%)

248 (52%)

133 (30%)

270 (46%)

40 (46%)

1011 (38%)

1

364 (35%)

139 (29%)

163 (37%)

196 (33%)

35 (40%)

897 (34%)

2

270 (26%)

67 (14%)

109 (25%)

91 (15%)

8 (9%)

545 (21%)

3

86 (8%)

15 (3%)

31 (7%)

30 (5%)

3 (4%)

165 (6%)

4

9 (0.9%)

4 (1%)

3 (1%)

5 (0.8%)

1 (1%)

22 (0.8%)

5

1 (0.1%)

0 (0%)

0 (0%)

1 (0.2%)

0 (0%)

2 (0.01%)