Do Celebrity Endorsements Matter? A Twitter Experiment Promoting Vaccination in Indonesia
通过在印度尼西亚进行全国性推特实验，发现名人发布的疫苗推广信息被转发或点赞的可能性比普通信息高72%，且引用外部医学来源反而降低转发率。
Abstract Do celebrity endorsements matter? And if so, how can celebrities communicate effectively? We conduct a nationwide Twitter experiment in Indonesia promoting vaccination. Celebrity messages are 72% more likely to be passed on or liked than similar messages without a celebrity’s imprimatur. In total, 66% of the celebrity effect comes from authorship, compared to passing on messages. Citing external medical sources decreases retweets by 27%. Phone surveys show that those randomly exposed to messaging have fewer incorrect beliefs and report more vaccination among friends and neighbours. The results can inform public health campaigns and celebrity public service more generally.