TY - JOUR
T1 - Examining social media engagement through health-related message framing in different cultures
AU - Agnihotri, Arpita
AU - Bhattacharya, Saurabh
AU - Yannopoulou, Natalia
AU - Liu, Martin J.
N1 - Publisher Copyright:
© 2022 Elsevier Inc.
PY - 2022/11
Y1 - 2022/11
N2 - The present study contributes to cultural aspects of responsible social media marketing, representing digital innovation and health communication. We intended to explore how the congruence between health message framing and national culture-driven regulatory focus influences social media engagement. Our study finds that conformity of framing and an individual's nationality leads health-related messages (vaping in this article) to have a more persuasive effect on social media in terms of user engagement. Our findings further suggest how users’ belief in conspiracy theories related to health issues diminishes the positive influence of congruent health messages in terms of persuasiveness and consequently social media engagement in terms of health messages. We base our findings on a sample of 239 participants in the UK and employ a moderated mediation analysis to test the study hypotheses.
AB - The present study contributes to cultural aspects of responsible social media marketing, representing digital innovation and health communication. We intended to explore how the congruence between health message framing and national culture-driven regulatory focus influences social media engagement. Our study finds that conformity of framing and an individual's nationality leads health-related messages (vaping in this article) to have a more persuasive effect on social media in terms of user engagement. Our findings further suggest how users’ belief in conspiracy theories related to health issues diminishes the positive influence of congruent health messages in terms of persuasiveness and consequently social media engagement in terms of health messages. We base our findings on a sample of 239 participants in the UK and employ a moderated mediation analysis to test the study hypotheses.
UR - http://www.scopus.com/inward/record.url?scp=85136733593&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85136733593&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2022.08.005
DO - 10.1016/j.jbusres.2022.08.005
M3 - Article
AN - SCOPUS:85136733593
SN - 0148-2963
VL - 152
SP - 349
EP - 360
JO - Journal of Business Research
JF - Journal of Business Research
ER -