... findings highlight the need for topic-specific content strategies to effectively engage users and enhance health communication on social media platforms. Hu Liu can be contacted at: lu18752099127@163.com 13 06 2025 15 10 2025 19 01 2026 23 02 2026 © Emerald Publishing...

... between factors are described in the following section. Social media has become a communication media that people rely on for obtaining health information (Lee et al., 2023 ; Afifi et al., 2024a , b). Therefore, it can be utilized for health communication purposes. It enables more...

... previous research has examined the effects of various single cues, this study features a pioneering attempt to explore the roles of audiovisual cross-modal correspondence, encompassing multisensory cues perceived through different modalities, in health communication. Design/methodology/approach A 2...