Fansi, Mermence Christin Tchagoue <br/><br/>
SOCIAL MEDIA ENGAGEMENT DURING AND AFTER COVID-19 PANDEMIC FOR HEALTHCARE PROFESSIONALS / 
MERMENCE CHRISTIN TCHAGOUE FANSI;  SUPERVISOR:  DR. DOKUN IWALEWA OLUWAJANA 
 - vii, 70 sheets;  31 cm.  1 CD-ROM 
<br/><br/>Thesis (MSc) - Cyprus International University. Institute of Graduate Studies and Research Management Information Systems Department 
<br/><br/>Includes bibliography (sheets 65-68) 
<br/><br/> ABSTRACT<br/>This thesis analyses the WHO's Twitter account to determine how social media, <br/>primarily Twitter, affects health communication. This study examines the WHO Twitter <br/>account's growth and interaction, tweet content and quality, and social media's impact on <br/>communication tactics.<br/>A mixed-methods strategy integrating social media analytics tools, content analysis, and <br/>virtual ethnography achieves these goals. Social Blade data is used to track follower <br/>growth and engagement patterns over time. Excel is used to analyze and visualize data.<br/>A content analysis coding system analyses WHO Twitter tweets. Multiple coders and <br/>inter-coder reliability measures maintain consistency. This analysis sheds light on tweet <br/>kinds such answers, retweets, informative tweets, and commercial tweets, improving our <br/>understanding of WHO communication tactics.<br/>Virtual ethnography also helps contextualize the selected profiles' audience interactions. <br/>To analyze health communication profiles in social network forums, social network <br/>analysis is used.<br/>This study found that Twitter, in particular, helps the WHO spread health information. <br/>Global health issues and the COVID-19 epidemic may have boosted the WHO Twitter <br/>account's following growth. Tweet content shows how categories affect audience <br/>engagement.<br/>The study illuminates social media's role in international health communication and the <br/>WHO's Twitter account's effectiveness in informing the public about global health <br/>issues. This study can help health organizations improve social media audience <br/>engagement with its findings.<br/>Keywords: Analysis, Communication, Engagement, Ethnography, Follower, Growth, <br/>Health, Organization 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Communication--Dissertations, Academic<br/> Health --Dissertations, Academic<br/>Ethnology--Dissertations, Academic<br/>Growth--Dissertations, Academic