Table 2.

Persona profiles of authoritative oncology-related key opinion leaders (n ​= ​143).

Name		Expert Knowledge Communicators	Science Information Sharers	Emotional Support Providers	Social Engagement Facilitators
Typedescription		• Large follower bases (typically > 500,000) • High average engagement (likes, comments, shares) • Mainly focuses on science popularization	• High proportion of educational content (> 30%) • Lower engagement levels • Focus primarily on disseminating professional knowledge rather than interacting with followers.	• High proportion of emotional support content (> 30%) • High average comments	• High responsiveness rate (typically > 5%) • High volume of comments and interactions • Prefer active interaction with followers
Content output indicators	Posting frequency	125 posts/month	16 posts/month	25 posts/month	93 posts/month
	Educational content ratio	22.46% (37.13% treatment plans; 40.00% disease explanations; 16.40% rehabilitation advice)	49.88% (47.00% treatment plans; 30.50% disease explanations; 22.50% rehabilitation advice)	6.83% (25.00% treatment plans; 36.40% disease explanations; 23.70% rehabilitation advice)	7.13% (38.70% treatment plans; 35.40% disease explanations; 25.90% rehabilitation advice)
	Content type (psychosocial support ratio)	25.09%	12.60%	43.89%	18.70%
Interaction indicators	Average comments per Post	16.75	0.95	2.78	6.77
	Average likes per Post	150.36	5.51	4.04	62.87
	Average reposts per Post	16.29	1.86	22.53	23.65
	Response rate	3.18%	3.65%	6.4%	4.7%
Professional background characteristics	Education level	PhD: 38.70%; Master: 6.45% Undisclosed: 41.90% Others: 12.95%	PhD: 42.60%; Master: 10.60% Undisclosed: 38.30% Others: 8.50%	PhD: 44.70%; Master: 12.80% Undisclosed: 42.50%	PhD: 50.00%; Master: 11.10% Undisclosed: 33.30% Others: 5.60%
	Professional title	Chief physician: 35.50% Associate chief physician: 6.45%	Chief physician: 40.40% Associate chief physician: 25.50%	Chief physician: 31.90% Associate chief physician: 27.70%	Chief physician: 44.40% Associate chief physician: 38.90%
	Years of experience	> 20 years: 41.90% 10–20 years: 29.00%	> 20 years: 48.40% 10–20 years: 29.00%	> 20 years: 21.40% 10–20 years: 29.00%	> 20 years: 50.00% 10–20 years: 27.80%
Social network characteristics	Number of followers	1.488 million	47,000	91,000	153,000
	Number of mutual followers	562	35	179	941