Jessica Gall Myrick, Jin Chen, Eunchae Jang, Megan P Norman, Yansheng Liu, Lana Medina, Janine N Blessing, Haniyeh Parhizkar
{"title":"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。","authors":"Jessica Gall Myrick, Jin Chen, Eunchae Jang, Megan P Norman, Yansheng Liu, Lana Medina, Janine N Blessing, Haniyeh Parhizkar","doi":"10.1080/10410236.2023.2282833","DOIUrl":null,"url":null,"abstract":"<p><p>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 (<i>N</i> = 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.</p>","PeriodicalId":12889,"journal":{"name":"Health Communication","volume":null,"pages":null},"PeriodicalIF":3.0000,"publicationDate":"2024-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"An Experimental Test of the Effects of Public Mockery of a Social Media Health Campaign: Implications for Theory and Health Organizations' Social Media Strategies.\",\"authors\":\"Jessica Gall Myrick, Jin Chen, Eunchae Jang, Megan P Norman, Yansheng Liu, Lana Medina, Janine N Blessing, Haniyeh Parhizkar\",\"doi\":\"10.1080/10410236.2023.2282833\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<p><p>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 (<i>N</i> = 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.</p>\",\"PeriodicalId\":12889,\"journal\":{\"name\":\"Health Communication\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.0000,\"publicationDate\":\"2024-11-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Health Communication\",\"FirstCategoryId\":\"3\",\"ListUrlMain\":\"https://doi.org/10.1080/10410236.2023.2282833\",\"RegionNum\":3,\"RegionCategory\":\"医学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"2023/11/19 0:00:00\",\"PubModel\":\"Epub\",\"JCR\":\"Q1\",\"JCRName\":\"COMMUNICATION\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Health Communication","FirstCategoryId":"3","ListUrlMain":"https://doi.org/10.1080/10410236.2023.2282833","RegionNum":3,"RegionCategory":"医学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"2023/11/19 0:00:00","PubModel":"Epub","JCR":"Q1","JCRName":"COMMUNICATION","Score":null,"Total":0}
An Experimental Test of the Effects of Public Mockery of a Social Media Health Campaign: Implications for Theory and Health Organizations' Social Media Strategies.
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.
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.