Characterizing authoritative oncology-related key opinion leaders on Weibo: A social media profiling study

This study aimed to explore the heterogeneity of authoritative oncology-related key opinion leaders (AOKOLs) on Weibo and to develop their user profiles that support precise health information dissemination and personalized online patient support.

Using Python-based web scraping, data were collected from Weibo (Nov 2023-Nov 2024) based on six oncology-related keywords. AOKOLs were profiled using K-means clustering across 12 indicators in four dimensions: content output, interaction, professional background, and social network features. Sentiment analysis of representative user comments was conducted to assess audience emotional responses.

A total of 143 AOKOLs were included through clustering analysis, with 89,118 posts and 837,602 comments collected from their Weibo accounts. These AOKOLs were categorized into four distinct digital influence profiles: 31 expert knowledge communicators, 47 science information sharers, 47 emotional support providers, and 18 social engagement facilitators. These groups differed in content focus, engagement patterns, and audience interaction. Sentiment analysis of 62,154 comments from 37 representative AOKOLs revealed varying emotional responses across profiles, highlighting their differential impacts on audience well-being and digital health communication.

This study reveals distinct user profiles of AOKOLs on Weibo, highlighting the diverse communication strategies, engagement styles, and emotional influences within digital health ecosystems. Findings offer insights into how digital influencers can support patient-centered care and enhance quality of life through intelligent health communication.