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Social proof is a form of persuasion based on comparison and conformity. People compare their behavior and actions to what others are doing and will change to conform to do what their peers do.
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Related Experiment Video

Updated: Jul 2, 2026

Integrating Computerized Linguistic and Social Network Analyses to Capture Addiction Recovery Capital in an Online Community
08:53

Integrating Computerized Linguistic and Social Network Analyses to Capture Addiction Recovery Capital in an Online Community

Published on: May 31, 2019

Mpox on Instagram: Content Analytic Study.

Elizabeth E Havron1, Kylee Chenault1, Danny Valdez1

  • 1Department of Applied Health Science, Indiana University School of Public Health-Bloomington, 1025 E. 7th Street, Room 116, Bloomington, IN, 47405, United States, 1 812-855-4867.

JMIR Infodemiology
|June 30, 2026
PubMed
Summary

Highly engaged mpox content on Instagram during the 2022 outbreak came from public figures and businesses, featuring static visuals with prevalence data. Public health communicators should use clear infographics with citations for wider reach.

Keywords:
Instagramcontent analysisdigital healthmpoxsocial media

Related Experiment Videos

Last Updated: Jul 2, 2026

Integrating Computerized Linguistic and Social Network Analyses to Capture Addiction Recovery Capital in an Online Community
08:53

Integrating Computerized Linguistic and Social Network Analyses to Capture Addiction Recovery Capital in an Online Community

Published on: May 31, 2019

Area of Science:

  • Public Health
  • Social Media Analysis
  • Epidemiology

Background:

  • Mpox (mpox) was declared a global health emergency in 2022.
  • Instagram is popular among demographics disproportionately affected by mpox.
  • Limited data exists on mpox information characteristics and engagement on Instagram.

Purpose of the Study:

  • Characterize sources, content, and engagement of mpox-related Instagram posts.
  • Describe the framing of prevention and treatment information.
  • Compare highly-liked posts with other content.

Main Methods:

  • Analyzed 1,000 English-language Instagram posts about mpox (May 2022-Jan 2023).
  • Coded posts for source type, content features, and prevention/treatment framing.
  • Compared top 10% most-liked posts against the remaining 90% for engagement differences.

Main Results:

  • Most posts (76%) originated from organizations (businesses, news/media).
  • Prevention content (38.4%) focused on vaccination; treatment mentions were rare (2.5%).
  • Top posts featured public figures/businesses, static images, lesion depictions, prevalence data, and citations.

Conclusions:

  • Highly engaged mpox content on Instagram utilized public figures, businesses, and static visuals with data.
  • Public health communicators should prioritize clear, cited infographics with epidemiological context.
  • Collaborating with trusted creators and addressing access barriers are key for effective social media outreach.