{"title":"Exploring the impact of online graphic narratives in consumer health promotion: A type 2 diabetes study.","authors":"Cuauhtemoc Luna-Nevarez","doi":"10.1080/07359683.2021.1947069","DOIUrl":null,"url":null,"abstract":"<p><p>This research explores the use of online graphic narratives (a.k.a. comics) in consumer health promotion. More specifically, the study evaluates the persuasive power of online graphic narratives to communicate type 2 diabetes information, relative to other traditional health communication media such as videos and blogs. A framework including four variables related to narrative processing - narrative transportation, affective response, narrative comprehension, and message comprehension - is proposed. This model compares the effects of the three online media - graphic narrative, video and blog- on consumer persuasion. Overall, the study demonstrates that graphic narratives are more persuasive for health promotion than videos and blogs.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":"38 4","pages":"315-333"},"PeriodicalIF":0.0000,"publicationDate":"2021-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/07359683.2021.1947069","citationCount":"3","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Health Marketing Quarterly","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/07359683.2021.1947069","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"2021/7/3 0:00:00","PubModel":"Epub","JCR":"Q3","JCRName":"Health Professions","Score":null,"Total":0}
引用次数: 3
Abstract
This research explores the use of online graphic narratives (a.k.a. comics) in consumer health promotion. More specifically, the study evaluates the persuasive power of online graphic narratives to communicate type 2 diabetes information, relative to other traditional health communication media such as videos and blogs. A framework including four variables related to narrative processing - narrative transportation, affective response, narrative comprehension, and message comprehension - is proposed. This model compares the effects of the three online media - graphic narrative, video and blog- on consumer persuasion. Overall, the study demonstrates that graphic narratives are more persuasive for health promotion than videos and blogs.
期刊介绍：
Health Marketing Quarterly is directed at academicians and practitioners who are concerned with the concepts, practice, and research of health care marketing in today"s complex environment. The journal addresses important contemporary issues in the use of marketing by health care organizations like hospitals, individual practitioners, and public health care organizations. This includes the use of marketing to promote, position, deter, enhance health care organizations/issues, and the development of the marketing literature on both a conceptual and empirical basis.
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