受启发和怀旧:在 COVID-19 大流行的后期阶段,媒体环境诱发的积极情绪与疫苗过敏者的行为变化之间的关系

IF 3.1 4区 管理学 Q2 BUSINESS Journal of Social Marketing Pub Date : 2023-12-12 DOI:10.1108/jsocm-06-2023-0154
Hue Trong Duong, Mor Yachin, Zachary B. Massey
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引用次数: 0

摘要

目的在疫苗大流行的后期阶段,向对 COVID-19 有疑虑的消费者宣传疫苗接种信息的活动往往会遇到阻力。本研究旨在探索一种利用娱乐媒体消费所引发的积极情绪来向这一受众群体推广疫苗接种信息的方法。设计/方法/途径针对对疫苗有抵触情绪的消费者(N = 409)开展了一项在线实验。研究结果数据显示,娱乐媒体消费所引发的灵感和怀旧情绪通过增加风险认知和减少反疫苗接种态度而增加了疫苗接种意向。社会营销人员应考虑利用娱乐媒体诱发的积极情绪和用户生成的评论的综合效应,在 COVID-19 大流行的后期阶段促使对疫苗有疑虑的人改变行为。
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Feeling inspired and nostalgic: associations between media context-induced positive emotions and behavioral change among vaccine-hesitant individuals in the late stages of the COVID-19 pandemic

Purpose

Campaigns to promote the COVID-19 vaccination messages to vaccine-hesitant consumers in the late stages of the pandemic are often met with resistance. This study aims to explore a way to leverage positive emotions induced from entertainment media consumption to promote vaccination messages to this audience group.

Design/methodology/approach

An online experiment was conducted with vaccine-hesitant consumers (N = 409). Participants viewed personally relevant entertainment music videos or mundane videos and vaccinated messages embedded in user-generated comments.

Findings

Data revealed that feelings of inspiration and nostalgia induced from entertainment media consumption increased vaccination intentions via increased risk perceptions and reduced anti-vaccination attitudes.

Practical implications

Social marketers should consider leveraging the combined effect of entertainment media-induced positive emotions and user-generated comments to motivate behavioral change among vaccine-hesitant individuals in the late stages of the COVID-19 pandemic.

Originality/value

The present study adds to social marketing literature by showing mechanisms that positive emotions induced from entertainment social media consumption might lead to health behavioral change.

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来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
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