Leveraging Influencers to Increase HPV Vaccination Intention: The Impact of Message Framing and Health Regulatory Fit Using Repeated Measures
Leveraging Influencers to Increase HPV Vaccination Intention: The Impact of Message Framing and Health Regulatory Fit Using Repeated Measures
Nathaniel Evans, Grace Adams (current Grady Phd Student), and Hyoyeun Jun (former Grady PhD) (Forthcoming), “Leveraging Influencers to Increase HPV Vaccination Intention: The Impact of Message Framing and Health Regulatory Fit Using Repeated Measures.” Health Marketing Quarterly
Abstract: Through a series of two online experiments that incorporate a repeated measures design, we examine how message framing (loss versus gain) within Instagram influencers’ posts interact with consumers’ health regulatory orientation (promotion versus prevention) to impact HPV vaccination intention between two data collection points. Findings indicate that among those who are more prevention oriented, exposure to a loss-framed influencer advertisement was effective at increasing intention to receive an HPV vaccine relative to those that were exposed to gain-framed influencer advertisement. Based on these findings we offer theoretical and managerial implications.
Related Research
-
Humor in Risk CommunicationHye Jin Yoon, “Humor in Risk Communication.” Invited Zoom lecture to the Children’s Environmental Health Research and Translation (CEHRT) network, September 24, 2024.
-
Increasing Effectiveness of Green Demarketing Campaigns for Sustainable Fashion Brands Using the SHIFT FrameworkYoon, Hye Jin, Yoon-Joo Lee, and Ja Kyung Seo (Ph.D. Student), “Increasing Effectiveness of Green Demarketing Campaigns for Sustainable Fashion Brands Using the SHIFT Framework.” Paper presented at the Global Fashion […]