An Experimental Test of the Effects of Public Mockery of a Social Media Health Campaign: Implications for Theory and Health Organizations' Social Media Strategies.

IF 3 3区 医学 Q1 COMMUNICATION Health Communication Pub Date : 2024-11-01 Epub Date: 2023-11-19 DOI:10.1080/10410236.2023.2282833
Jessica Gall Myrick, Jin Chen, Eunchae Jang, Megan P Norman, Yansheng Liu, Lana Medina, Janine N Blessing, Haniyeh Parhizkar
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Abstract

This study explored how social media users' mocking of a public health campaign can affect other users' emotions, cognitions, and behavioral intentions. Inspired by public mocking of the CDC's "Say No to Raw Dough" campaign aiming to prevent food poisoning caused by eating raw flour-based products, this experiment (N = 681) employed a 2 (Public responses to a PSA: Mocking or serious) x 3 (Organizational response to public responses: Self-mocking, serious, or none) + 1 (control condition) design. Statistical tests revealed that user-generated mocking can lower intentions to avoid the health risk by decreasing perceptions of injunctive norms (that is, seeing others mock a public health campaign resulted in weaker perceptions that others think you should avoid the risky behavior). Mockery of a public health campaign also engender anger at the CDC and at other users, with the target of the anger having differential effects on intentions to avoid eating raw dough. Implications for theory and the practice of social media-based health promotion are discussed.

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社会媒体健康运动的公众嘲弄效应的实验检验:对理论和卫生组织社会媒体策略的启示。
这项研究探讨了社交媒体用户对公共卫生运动的嘲笑如何影响其他用户的情绪、认知和行为意图。该实验(N = 681)采用了2(公众对PSA的反应:嘲笑或严肃)x 3(组织对公众反应:自我嘲笑、严肃或无)+ 1(控制条件)的设计,其灵感来自于公众对CDC“对生面团说不”运动的嘲笑,该运动旨在防止因食用生面粉产品而引起的食物中毒。统计测试显示,用户生成的嘲笑可以通过降低对禁令规范的感知来降低避免健康风险的意图(也就是说,看到其他人嘲笑公共卫生运动导致其他人认为你应该避免危险行为的认知减弱)。对公共卫生运动的嘲弄也引起了对疾病预防控制中心和其他用户的愤怒,而愤怒的目标对避免吃生面团的意图有不同的影响。讨论了基于社交媒体的健康促进的理论和实践意义。
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来源期刊
CiteScore
8.20
自引率
10.30%
发文量
184
期刊介绍: As an outlet for scholarly intercourse between medical and social sciences, this noteworthy journal seeks to improve practical communication between caregivers and patients and between institutions and the public. Outstanding editorial board members and contributors from both medical and social science arenas collaborate to meet the challenges inherent in this goal. Although most inclusions are data-based, the journal also publishes pedagogical, methodological, theoretical, and applied articles using both quantitative or qualitative methods.
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