影响力营销
框架(结构)
广告
数据收集
健康传播
心理学
健康促进
医学
社会心理学
营销
业务
公共卫生
护理部
社会学
结构工程
沟通
关系营销
工程类
市场营销管理
社会科学
作者
Nathaniel Evans,Grace Bagwell Adams,Hyoyeun Jun
标识
DOI:10.1080/07359683.2023.2261801
摘要
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.
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