Message framing and self-efficacy. An analysis in social health campaigns in young Spaniards

Abstract

The present study aims to examine the effectiveness of three health campaigns with different types of framing aimed at young people during the COVID-19 pandemic. We also analyzed the emotional impact of each campaign, as well as the role of self-efficacy in the success of the analyzed campaigns. The results show that the more moderate and less explicit message, but closer to the reality of young people, had a more effective emotional impact. Furthermore, as regards self-efficacy, the results show its discriminating role in the success of the campaigns analyzed.