Comparative analysis of health authorities spokesperson and health influencer during the COVID-19 pandemic: A case in Indonesia
Arief, Neneng Nurlaela et al. (2022), Comparative analysis of health authorities spokesperson and health influencer during the COVID-19 pandemic: A case in Indonesia, Dryad, Dataset, https://doi.org/10.5061/dryad.12jm63z23
Background: Concerns over an infodemic following a surge in health misinformation circulating on social media sets out the government's priority for Indonesia. Given the urgent work on the coronavirus disease 2019 (COVID-19) response, the government collaborated with health-related spokespersons and influencers with a medical background by starting a COVID-19 public education campaign on social media. A collaborative initiative involved health spokespersons from government and non-government to clarify misinformation about COVID-19.
Methods: The primary purpose of this research is to compare government and non-government spokespersons by examining their role in educating about the COVID-19 vaccine and health services. This study employed comparative factor analysis and non-participatory observation toward the media activity of spokespersons in Indonesia. Using a questionnaire, this study examines the dimensions of public campaigns, risk communication, health and emergency, leadership, and communication from Indonesian spokespersons. The data collection was conducted in two stages. The first stage was a pilot study that collected data from 102 respondents, the second stage collected data from 276 respondents.
Results: Findings show that utilizing the spokesperson is important due to its capabilities of reaching diverse audiences, and improving public engagement, trustworthiness, and credibility.
Conclusions: With the combination of health authorities spokespersons and health influencers in Indonesia, this study provides valuable insights for communication management in developing and supporting the role of health authorities from the government, non-government as well as medical sectors.
The data collection was conducted in two phases: The first phase was a pilot study that collected data from 102 respondents, and the second phase collected data from 276 respondents.
Respondents mainly were enrolled through an online survey form in Spring 2022.
Participation in the survey was voluntary and unpaid.
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