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Article

How Health Communication via Tik Tok Makes a Difference: A Content Analysis of Tik Tok Accounts Run by Chinese Provincial Health Committees

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College of Public Administration, Huazhong University of Science and Technology, Wuhan 430030, China
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School of Medicine and Health Management, Huazhong University of Science and Technology, Wuhan 430030, China
3
College of Engineering, Design and Physical Sciences, Brunel University London, Kingston Lane, Uxbridge, Middlesex UB8 3PH, UK
*
Author to whom correspondence should be addressed.
Int. J. Environ. Res. Public Health 2020, 17(1), 192; https://doi.org/10.3390/ijerph17010192
Received: 7 November 2019 / Revised: 20 December 2019 / Accepted: 25 December 2019 / Published: 27 December 2019
(This article belongs to the Special Issue Exploring the Role of Social Media in Health Promotion)
During the last two decades, social media has immersed itself into all facets of our personal and professional lives. The healthcare sector is no exception, with public health departments now capitalizing on the benefits that social media offers when delivering healthcare education and communication with citizens. Provincial Health Committees (PHCs) in China have begun to adopt the micro-video sharing platform, Tik Tok, to engage with local residents and communicate health-related information. This study investigates the status quo of official Tik Tok accounts managed by PHCs in mainland China. In total, 31 PHC accounts were analyzed during August 2019, while the top 100 most liked micro-videos were examined using content analysis. Coding included three major aspects: Quantified Impact, Video Content, and Video Form. 45.2% (n = 14) of PHCs had official Tik Tok accounts. A limited number of accounts (n = 2) were yet to upload a micro-video, while most (n = 9) had uploaded their first micro-video during 2019. For the top 100 most liked micro-videos, a sharp difference was observed in terms of number of Likes, Comments and Reposts. Videos containing cartoons or documentary-style content were most frequently watched by citizens. Similarly, content that promoted professional health or provided knowledge of diseases was frequently viewed. Content containing original music, formal mandarin language, subtitles, and which lasted less than 60 s, were most frequently followed. It is considered a missed opportunity that most PHCs struggle to take advantage of the Tik Tok platform, especially given its growing popularity and daily increase in account creation. View Full-Text
Keywords: micro-video; Provincial Health Committee; healthcare; Tik Tok; social media; China micro-video; Provincial Health Committee; healthcare; Tik Tok; social media; China
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MDPI and ACS Style

Zhu, C.; Xu, X.; Zhang, W.; Chen, J.; Evans, R. How Health Communication via Tik Tok Makes a Difference: A Content Analysis of Tik Tok Accounts Run by Chinese Provincial Health Committees. Int. J. Environ. Res. Public Health 2020, 17, 192. https://doi.org/10.3390/ijerph17010192

AMA Style

Zhu C, Xu X, Zhang W, Chen J, Evans R. How Health Communication via Tik Tok Makes a Difference: A Content Analysis of Tik Tok Accounts Run by Chinese Provincial Health Committees. International Journal of Environmental Research and Public Health. 2020; 17(1):192. https://doi.org/10.3390/ijerph17010192

Chicago/Turabian Style

Zhu, Chengyan, Xiaolin Xu, Wei Zhang, Jianmin Chen, and Richard Evans. 2020. "How Health Communication via Tik Tok Makes a Difference: A Content Analysis of Tik Tok Accounts Run by Chinese Provincial Health Committees" International Journal of Environmental Research and Public Health 17, no. 1: 192. https://doi.org/10.3390/ijerph17010192

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