{"title":"Surprise of Serious COVID-19 Vaccination Messages on TikTok: The Effect of Expectancy Violation on Message Effectiveness","authors":"Jeeyun Oh, Shuer Zhuo, Eunjoo Jin","doi":"10.1177/10755470231198213","DOIUrl":null,"url":null,"abstract":"TikTok is a social media channel for light entertainment and humor. Then what happens when TikTok tries to persuade users with serious health messages? A between-subject study ( N = 189) induced expectancy violation by using six COVID-19 vaccination videos with a varied level of seriousness. Among those who held stronger perceptions of TikTok as an entertainment channel, the seriousness of videos was associated with increased expectancy violation and message effectiveness. Those who held more negative vaccine attitudes experienced greater expectancy violation as video seriousness increased, and expectancy violation was a positive predictor for message effectiveness and vaccine-related intentions among this group.","PeriodicalId":4,"journal":{"name":"ACS Applied Energy Materials","volume":null,"pages":null},"PeriodicalIF":5.4000,"publicationDate":"2023-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"ACS Applied Energy Materials","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/10755470231198213","RegionNum":3,"RegionCategory":"材料科学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"CHEMISTRY, PHYSICAL","Score":null,"Total":0}
引用次数: 0
Abstract
TikTok is a social media channel for light entertainment and humor. Then what happens when TikTok tries to persuade users with serious health messages? A between-subject study ( N = 189) induced expectancy violation by using six COVID-19 vaccination videos with a varied level of seriousness. Among those who held stronger perceptions of TikTok as an entertainment channel, the seriousness of videos was associated with increased expectancy violation and message effectiveness. Those who held more negative vaccine attitudes experienced greater expectancy violation as video seriousness increased, and expectancy violation was a positive predictor for message effectiveness and vaccine-related intentions among this group.
期刊介绍：
ACS Applied Energy Materials is an interdisciplinary journal publishing original research covering all aspects of materials, engineering, chemistry, physics and biology relevant to energy conversion and storage. The journal is devoted to reports of new and original experimental and theoretical research of an applied nature that integrate knowledge in the areas of materials, engineering, physics, bioscience, and chemistry into important energy applications.
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