Research Question Professional advocates play an important role in influencing public policy through collective action and connective action enabled by their representative associations and social media. Through these voices, policymakers receive input and information from those who are often at the front line in dealing with public problems. The marketing discipline can assist policymakers in understanding the structure and behavior of markets and consumers and evaluating the responses to different government interventions (Trischler and Charles 2019). Electronic Word of Mouth (eWOM) is traditionally concerned with statements by potential, actual, or former customers about a product or company, which is made available to a wider audience via the Internet. There is a dearth of research on the use of social media for public health advocacy by health professionals and their representative associations, and the antecedents of eWOM in this context. This paper seeks to help address this gap. By doing so it addresses recent calls for more transdisciplinary research in social media and health advocacy research and provides greater understanding on the role of source characteristics and message characteristics on message engagement and amplification. Method And Data Hashtags have been widely used in the context of advocacy (Saxton et al. 2015), health communications (Xu et al. 2015), and activism (Yang 2016). This study investigates the antecedents of eWOM in the context of public health discussion on Twitter by leveraging a dataset of 4,322 tweets (1,790 original tweets, 226 replies, and 2,306 retweets) mentioning the hashtag #PutKids1st as generated by 1,231 unique users during the calendar year of 2018. Original tweets were manually coded by the research team using a grounded theory approach (Strauss and Corbin 1997). 29 micro-level topics were identified and grouped into seven higher level topics, namely (i) Health (429 tweets), (ii) Nutrition (21 tweets), (iii) Safety & Security (258 tweets), (iv) Caregiving (282 tweets), (v) Early Education (5 tweets), (vi) Human Rights (12 tweets), and (vii) Other (783 tweets). Data was coded by two independent coders. All the variables mentioned above were included in two OLS regression models that had the natural logarithm of one plus the number of replies received by a tweet and the natural logarithm of one plus the number of retweets received by a tweet. Summary of Findings Among the seven topics that were identified, Health (1,086 tweets), Caregiving (857 tweets) and Safety & Security (573 tweets) were the most prominent. However, 783 tweets (approx. 44% of the tweets in our sample) fell under the category "Other" and therefore could not be linked to any of the topics included in our coding framework. These messages mostly aimed to encourage people to vote or expressed messages of gratitude toward pediatricians and healthcare professionals more generally. Human Rights (39 tweets), Nutrition (38 tweets) and Early Education (14 tweets) only featured on a limited number of tweets. Within the three prominent accounts 6 topics, access to healthcare, keeping families together and gun control were significant topics of discourse. The results suggest that the only significant factor that had an impact on the number of replies received by a tweet was the Early Education topic. Key Contributions This paper proposes and tests a source-message framework as a model for assessing the effectiveness of professional advocacy and electronic word-of-mouth. This paper provides insights into how advocacy campaigns and messaging can be designed and coordinated to optimize engagement and re-transmission, and as a result increase reach. Kraft and Furlong (2019) define public problems as "conditions the public widely perceives to be unacceptable and that therefore require intervention." Professional advocates play an important role in influencing public policy through collective action and connective action enabled by their representative association and social media. Professional advocates, such as the AAP and their members, represent both an opportunity to leverage and a risk to mitigate. While stakeholders, such as pediatricians have predictable interests, the altruistic nature of those interests combined with their position in society limits potential counterarguments from policymakers and public health communicators. It is extremely difficult to argue with the proposition that society should put kids 1st. The use of the #putkids1st slogan and hashtag by the AAP and pediatricians provides useful theoretical and practical insights for public health communicators and policymakers seeking to achieve societal consensus and bridge political divides. [ABSTRACT FROM AUTHOR]