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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%)