Functional interactivity in social media: an examination of Chinese health care organizations' microblog profiles.
Social media hold enormous potentials as a communication tool for health care due to its interactive nature. However, prior research mainly focused on contingency interactivity of social media, by examining messages sent from health care organizations to audiences, while little is known about functi...
| Publicado en: | Health Promotion International Vol. 34; no. 1; pp. 38 - 47 |
|---|---|
| Autor principal: | |
| Formato: | research tables/charts Journal Article |
| Publicado: |
Oxford University Press / USA
Feb2019
|
| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ccm&AN=133950364&site=ehost-live header: @attributes: shortDbName: ccm uiTerm: 133950364 longDbName: CINAHL Complete uiTag: AN controlInfo: bkinfo: dissinfo: jinfo: jid: 09574824 F9Y jtl: Health Promotion International issn: 09574824 maglogo: N pubinfo: dt: Feb2019 vid: 34 iid: 1 pid: 622 pub: Oxford University Press / USA artinfo: ui: 133950364 133950364 133950364 10.1093/heapro/dax056 133950364 ppf: 38 ppct: 9 formats: fmt: – @attributes: type: T – @attributes: type: P tig: atl: Functional interactivity in social media: an examination of Chinese health care organizations' microblog profiles. aug: au: Jiang, Shaohai affil: Department of Communications and New Media, National University of Singapore, Singapore, Singapore sug: subj: Health Care Industry Administration Health Promotion Social Media Utilization Communication Social Networking Human China Conceptual Framework User-Computer Interface Blogs Quality of Health Care Health Informatics Consumer Participation Selective Dissemination of Information Hospitals, Public Administration Hospitals, Private Administration Random Sample Coding kappa Statistic Descriptive Statistics Paired T-Tests Poisson Distribution Regression Confidence Intervals ab: Social media hold enormous potentials as a communication tool for health care due to its interactive nature. However, prior research mainly focused on contingency interactivity of social media, by examining messages sent from health care organizations to audiences, while little is known about functional interactivity, which refers to social media's presence of functions for facilitating communication between users and its interface. That is, how health care organizations use interactive features on social media to communicate with the public. Thus, with a general basis of the functional interactivity framework proposed by Waters et al. (Engaging stakeholders through social networking: how nonprofit organizations are using Facebook. Pub Relat Rev 2009;35:102–106), the current study investigated three aspects of functional interactivity in microblogging, and its subsequent effects. Specifically, this study analyzed 500 Chinese hospitals' profiles on Sina Weibo, the most popular microblogging platform in China. The results showed that the most common functional interactivity feature was organization disclosure, followed by information dissemination, and audience involvement. These interactive features all positively predicted the number of followers. Also, Chinese private hospitals scored significantly higher than public hospitals to use interactive features offered by social media. The findings of this study provide important implications for health care organizations to understand new communicative functions available on social media, incorporate more functions into their profiles and thus provide audiences with greater opportunity to interact with them via social media. pubtype: Academic Journal doctype: research tables/charts Journal Article ougenre: Article language: English refInfo: holdings: @attributes: islocal: N |
|---|