Communicative Identity of Health Influencers Affecting Behavioral Changes on Health of Generation Y
Keywords:
identity of influencers, health influencers, behavioral changes of health, generation YAbstract
This research aimed to: 1) study the factors on communicative identity of health influencers; and 2) to study how those identity affecting the behavioral changes on health of generation Y. The study was a quantitative study applying a questionnaire for collecting data from 200 samples who were generation Y, aging from 25 to 42, and continuously followed health issues or contents from health influencers via social media. The statistical tools employed were percentage, mean, factor analysis and structural equation analysis.
The results revealed that: 1) communicative identity of health influencers composed of 5 factors – truthful endorsements, sincerity, expertise, visibility and uniqueness; the CFA was at a good level weighing at ที่ 0.87, 0.85, 0.83, 0.73 and 0.68 with .05 statistical significances; and goodness of fit index (GFI) was χ2 =2.014, df = 3, χ2 /df=0.671, P-Value =0.569, RMSEA = 0.000, GFI = 0.998, AGFI = 0.990, RMR = 0.005, CFI = 1.000, and HOELTER = 1549 which was at the acceptable level. 2) Regarding those identity affecting the behavioral changes on health of generation Y and goodness of fit index (GFI) was χ2 =57.770, df = 30, χ2 /df=1.924, P-Value, RMSEA = 0.048, GFI = 0.973, AGFI = 0.950, RMR = 0.024, CFI = 0.988, and HOELTER= 303 which was also at the acceptable level.
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