Surprise of Serious COVID-19 Vaccination Messages on TikTok: The Effect of Expectancy Violation on Message Effectiveness

IF 4.6 1区文学 Q1 COMMUNICATION

Science Communication Pub Date : 2023-09-27 DOI:10.1177/10755470231198213

Jeeyun Oh, Shuer Zhuo, Eunjoo Jin

引用次数: 0

Abstract

TikTok is a social media channel for light entertainment and humor. Then what happens when TikTok tries to persuade users with serious health messages? A between-subject study ( N = 189) induced expectancy violation by using six COVID-19 vaccination videos with a varied level of seriousness. Among those who held stronger perceptions of TikTok as an entertainment channel, the seriousness of videos was associated with increased expectancy violation and message effectiveness. Those who held more negative vaccine attitudes experienced greater expectancy violation as video seriousness increased, and expectancy violation was a positive predictor for message effectiveness and vaccine-related intentions among this group.

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抖音上严重的COVID-19疫苗接种信息的惊喜:预期违反对信息有效性的影响

TikTok是一个轻松娱乐和幽默的社交媒体频道。那么，当TikTok试图用严肃的健康信息说服用户时，会发生什么呢?一项受试者间研究(N = 189)通过使用六个不同严重程度的COVID-19疫苗接种视频诱导了预期违反。在那些认为TikTok是一个娱乐频道的人当中，视频的严肃性与预期违规和信息有效性的增加有关。随着视频严重性的增加，那些对疫苗持消极态度的人经历了更大的期望违反，期望违反是这一群体中信息有效性和疫苗相关意图的积极预测因素。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Science Communication COMMUNICATION-

CiteScore

13.50

自引率

4.40%

发文量

期刊介绍： Science Communication is a prestigious journal that focuses on communication research. It is recognized globally for publishing top-quality manuscripts that demonstrate excellent theoretical frameworks and robust methodology. Our journal embraces a broad definition of science, encompassing not only the natural and physical sciences but also social science, technology, environment, engineering, and health. Regardless of the scientific area, effective communication is always the focal point of our investigations. Apart from theoretical and methodological rigor, we place great emphasis on the practical implications of scientific communication. Therefore, we expect all submitted manuscripts to address the real-world applications and significance of their research, alongside theoretical considerations. In summary, Science Communication is an internationally renowned journal dedicated to bridging the gap between science and society. By promoting effective communication in various scientific domains, we strive to engage readers with intriguing research that has tangible implications for the world around us.