@article{article_814335, title={Evaluation of Social Media Message Content Strategies of Professional Opinion Leaders working in Healthcare Field during COVID-19 Pandemic}, journal={Uşak Üniversitesi Sosyal Bilimler Dergisi}, volume={13}, pages={115–129}, year={2020}, url={https://izlik.org/JA39PT84EN}, author={Yersel, Burçin and Kalkan, Basak and Çelen Özer, Arzu}, keywords={Covid-19, Social Media, digital Communication, Opinion Leaders, Visual Content, Message Content}, abstract={Social media platforms have come to the fore as key digital communication channels for individuals to access information in the Covid-19 pandemic process, broke out in Wuhan city, China, and substantially affected the whole world. Aiming to measure the impact of message contents posted by healthcare professional opinion leaders on social media platforms within this process, the study is based on user content collected using an Instagram application (API). Based to the results of the study where there is a meaningful and strong relationship between the functions of the message and the type of posting. Compared to the likes averages of the content and functions of the message, it demonstrates that the type and quality of message structuring preferred by opinion leaders in social support, encouraging/orienting, raising awareness and informing functions are structured according to context-specific message content production.}, number={2}