Religious congregations and health information diffusion: Implications for viral marketing and peer referral programs
Southwell, B. (2011). Religious congregations and health information diffusion: Implications for viral marketing and peer referral programs. Journal of Applied Communication Research, 39(4), 444-447. DOI: 10.1080/00909882.2011.608693
While the acknowledgement of a link between religion and health is not new, the possibility of religious congregations as unique incubators for peer-to-peer health information diffusion remains relatively unexplored. To address that gap, this essay briefly reviews evidence of a mechanism through which religiosity affects altruistic behavior, discusses evidence that religious communities tend to foster health information sharing, and offers implications for applied communication practice.