Author Identifier (ORCID)
Catherine Archer: https://orcid.org/0000-0003-3710-0999
Abstract
Purpose This study challenges the social media-centric view of influencers, arguing that health communication benefits from diverse strategic influencers beyond commercial figures. Trust, credibility and cultural resonance are essential for effective public health messaging, yet contemporary approaches often prioritise engagement metrics over strategic influence. Design/methodology/approach This paper employs a multi-case study approach to examine the strategic use of influencers in health communication across Indonesia, the United Arab Emirates and Australia during the COVID-19 pandemic. It explores how health professionals, royal representatives and a politician shaped public health messaging within culturally specific contexts. A mixed-methods approach, incorporating ethnographic research and thematic analysis, was used to analyse media coverage, social media posts, public statements, policy documents and verbal briefings. Findings The definition of “influencer” has been increasingly narrowed to social media figures, sidelining long-established strategic approaches. Findings from three culturally distinct case studies highlight the value of strategic influencer leadership (SIL), where credibility, suitability and cultural context take precedence over a narrow focus on social media metrics. Social implications Health communication performs a crucial role in distributing vital information, promoting public health, preventing disease and enhancing well-being. SIL helps overcome communication barriers such as mistrust, low health literacy and language differences, ensuring equitable access to critical information. Strategic influencers are particularly vital in diverse, multilingual societies. Originality/value By examining “traditional” influencers, this study challenges the dominant focus on social media influencers and vanity metrics. It encourages a more nuanced, context-driven approach to (health) communication via the use of SIL.
Document Type
Journal Article
Date of Publication
1-1-2025
Publication Title
Journal of Communication Management
Publisher
Emerald
School
School of Arts and Humanities
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.
Comments
Wolf, K., Archer, C., Assegaff, S. B., & Nalloor, J. (2025). Exploring the use of strategic influencer leadership (SIL) in health communication: A cross-cultural, multi-case study. Journal of Communication Management. Advance online publication. https://doi.org/10.1108/JCOM-10-2024-0195