Percorrer por autor "Godinho, Gabriela da Silva"
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- The effect of influencers’ legitimacy of expertise and communication style on perceived trust, empathy, and intention to follow health recommendations on social mediaPublication . Godinho, Gabriela da Silva; Jacinto, SofiaSocial media is one of the online places where people gather information, and how a message is perceived may affect a person choice and impact her life. This can be specially concerning when dealing with health-related content on social media since it can impact a health-decision making. How a message is perceived may be related to the person who send it or how it was sent. That’s why in this study was conducted an experimental design between participants with a factorial design of 2x2, analysing the impact legitimacy of expertise (High vs Low) and the style of communication (Storytelling vs Informational) has in a person’s perceived trust, empathy, and intention of following recommendations in health-related post shared on social media.It was analysed by conducting an online survey with 140 participants. After the analysis, it was concluded that there are no significant differences for trust nor perceived empathy. However, there is a tendency to exist significance in the interaction effect of intention of following recommendations in the condition of high legitimacy and storytelling style, and that is what this study suggests to health-care providers or entrepreneurs in health field to use in a social media post to improve results.