Abstract: In response to calls for greater integration of research on the effects of visual images in the emotional and cognitive processing of health-related posts on Facebook, this study examined the questions of how gain-and-loss framed images, the valence of emoticon responses, and level of personal relevance of health topics contribute toward intentional engagement (e.g., sharing the posts) on Facebook. This study conducted a 2 (visual framing: gain vs. loss) × 2 (personal relevance of health topic: high vs. low) × 2 (emoticon valence: positive vs. negative) mixed-factorial experiment. A total of 187 college students were recruited to assess the impact of visual framing, personal relevance, and emoticon valence on sharing intention. Results showed that negative emoticons led to a higher intention to share health news posts than positive emoticons. Moreover, two parallel mediation models showed that (a) gain-framed images with high-relevance topics positively predicted perceived susceptibility but negatively predicted perceived severity that both positively impacted sharing intention; (b) loss-framed images with low-relevance topics positively predicted perceived severity but negatively predicted perceived susceptibility that both positively impacted the sharing intention. The implications regarding the contribution to the literature of visual framing and emotion on social media engagement and health communication are discussed.
Tag: Facebook
The Effects of User Comment Valence of Facebook Health Messages on Intention to Receive the Flu Vaccine: The Role of Pre-existing Attitude Toward the Flu Vaccine and Psychological Reactance
Abstract: This study examined if and how Facebook user-generated comments about the flu vaccine influenced psychological reactance in conjunction with pre-existing flu vaccine attitude. Psychological reactance was further tested as a mediating factor influencing behavioral intention to receive the vaccine. An experimental study was conducted with 264 college students. The results showed that pre-existing attitude positively influenced participants’ intention to obtain the flu vaccine through an increase (a decrease) in psychological reactance when there was inconsistency (consistency) between the pre-existing attitude and valence of comments. Collectively, the results demonstrate that psychological reactance is one possible theoretical mechanism through which social media users’ health behaviors are influenced by user-generated comments.
The roles and relationships of the Korean Embassy through a discourse analysis of its Facebook page
Abstract: This study explores the discourse on the Facebook page of the Embassy of the Republic of Korea in the United States and how the Embassy constructs its roles and the US-ROK relationship. The study analyzes the posts that were published on the Embassy’s Facebook page between October 25, 2019 and October 25, 2020 and discusses how its findings help construct the ideologies of the Embassy and dynamics of the US-ROK relations.
The Effects of User Comment Valence of Facebook Health Messages on Intention to Receive the Flu Vaccine: The Role of Pre-existing Attitude Toward the Flu Vaccine and Psychological Reactance
Abstract: This study examined if and how Facebook user-generated comments about the flu vaccine influenced psychological reactance in conjunction with pre-existing flu vaccine attitude. Psychological reactance was further tested as a mediating factor influencing behavioral intention to receive the vaccine. An experimental study was conducted with 264 college students. The results showed that pre-existing attitude positively influenced participants’ intention to obtain the flu vaccine through an increase (a decrease) in psychological reactance when there was inconsistency (consistency) between the pre-existing attitude and valence of comments. Collectively, the results demonstrate that psychological reactance is one possible theoretical mechanism through which social media users’ health behaviors are influenced by user-generated comments.
Encouraging Energy Saving through Facebook: Effect of Message Concreteness and Message Sender Distance on Consumer Attitudes and Behavioral Intentions.
Accepted for presentation at the 2020 American Academy of Advertising (AAA) Annual Conference, March 2020, San Diego, CA.
Abstract: This study examined effects of match versus mismatch of message concreteness (abstract/concrete) and sender distance (far/close) in Facebook-based posts about energy saving on attitudes and behavior intentions. An online experiment (N=183) revealed that participants in the matched condition (concrete message/close sender distance) developed significantly more positive attitudes towards saving energy. Results of the study offer theoretical and practical implications about effects of match versus mismatch of message concreteness and sender distance in social media-based energy saving messages.
Science, God, and Nature: A Textual and Frequency Analysis of Public Facebook Comments on News Articles about Agricultural and Environmental Gene Editing
Abstract: Gene editing is an emerging biotechnology that holds the potential to address some of the most pressing agricultural and environmental challenges. In order to understand public conceptions of gene editing, this study undertook a thematic analysis of 107 Facebook comments and a frequency analysis of 1,290 Facebook comments on news posts about gene editing in agricultural and environmental contexts. Several themes emerged: gene editing as challenging a higher power, pro-science arguments, the conflation of gene editing with genetically modified organisms (GMOs), and the use of humor and science fiction. While several of the findings reflect previous findings about public opinion on other biotechnologies, several nuances specific to gene editing were uncovered as well. These findings have implications for communicators, policymakers, and scientists, as it points to the moral, ideological, informational, and ecological considerations evoked by gene editing.
Who paid for what? The role of visual attention to content and disclosures in Facebook political advertising
Abstract: The present study sought to define and test the effects of “mistargeting” – that is, the phenomenon in which consumers are delivered online behavioral advertising (OBA) that has served them an irrelevant ad based on misinterpreted characteristics. Results of a 2 (ad mechanism disclosure: present/absent) x 2 (targeted ad accuracy: high/low) between-subjects experiment (N = 109) show that mistargeting produces higher reactance than simple low ad relevance, and subsequent negative effects for brands.
Who paid for what? The role of visual attention to content and disclosures in Facebook political advertising
Abstract: Recently, Facebook has changed the way they display the disclosure language regarding political advertisements in an attempt to increase transparency. The goal of this study was to use eyetracking to determine the effectiveness of the new disclosure language and to assess other important factors dealing with how users look at political ads. Findings suggest that Facebook’s new political ad disclosure language is not effective at enhancing users comprehension of who paid for the advertisement.
Sport Team-Endorsed Brands on Facebook: Effects of Game Outcome (Win/Loss), Location (Home/Away) and Team Identification on Fans’ Brand Evaluations
Abstract: Purpose – Applying social identity theory, the social identity-brand equity model and excitation-transfer theory, the purpose of this paper is to examine effects of game outcome (win/loss) and location (home/away) on sport fans’ brand attitude and purchase intention toward a brand endorsed by their favorite sport team on Facebook, as well as the mediating role of team identification.
Design/methodology/approach – A two (win/loss) by two (home/away) full-factorial between-subjects experiment was conducted during the US National Collegiate Athletic Association (NCAA) football season over a four-month period. Participants (n.338), who were Facebook users and fans of a NCAA division I football team, completed an online questionnaire assessing brand attitude and purchase intention toward a team-endorsed brand on Facebook, during weeks after the team: won a home game, lost a home game, won an away game, or lost an away game. Results were analyzed using analysis of variance and bootstrapping mediation methods.
Findings – Results revealed a significant main effect for game outcome (win/loss), and a significant interaction effect between game outcome (win/loss) and game location (home/away). Team identification also mediated between game outcome (win/loss) and game location (home/away) to influence brand attitude, but not purchase intention.
Is Facebook making us dumber? Exploring social media use as a predictor of political knowledge
Abstract: With social networking site (SNS) use now ubiquitous in American culture, researchers have started paying attention to its effects in a variety of domains. This study explores the relationships between measures of Facebook use and political knowledge levels using a pair of representative samples of U.S. adults. We find that although the mere use of Facebook was unrelated to political knowledge scores, how Facebook users report engaging with the SNS was strongly associated with knowledge levels. Importantly, the increased use of Facebook for news consumption and news sharing was negatively related to political knowledge levels. Possible explanations and implications are discussed.