{"title":"How Perceived Humor Motivates and Demotivates Information Processing of TikTok Videos: The Moderating Role of TikTok Gratifications.","authors":"Jeeyun Oh, Eunjoo Jin, Shuer Zhuo","doi":"10.1080/10410236.2024.2389353","DOIUrl":null,"url":null,"abstract":"<p><p>TikTok has been an innovative platform for distributing health messages with its wide appeal to younger audiences. The current study examines how the perceived humor of TikTok videos that promote COVID-19 vaccination influences persuasion through cognitive and affective mechanisms. In a survey study (<i>N</i> = 186), perceived humor was a positive predictor of source liking and happiness but was also associated with message discounting. Both source liking and happiness indirectly encouraged pro-vaccination attitudes by motivating message elaboration. In contrast, message discounting reduced elaboration, which discouraged pro-vaccination attitudes. Especially, those who watch TikTok for information gratification counterargued more as perceived humor increased.</p>","PeriodicalId":12889,"journal":{"name":"Health Communication","volume":" ","pages":"1169-1180"},"PeriodicalIF":2.7000,"publicationDate":"2025-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Health Communication","FirstCategoryId":"3","ListUrlMain":"https://doi.org/10.1080/10410236.2024.2389353","RegionNum":3,"RegionCategory":"医学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"2024/8/8 0:00:00","PubModel":"Epub","JCR":"Q1","JCRName":"COMMUNICATION","Score":null,"Total":0}
引用次数: 0
Abstract
TikTok has been an innovative platform for distributing health messages with its wide appeal to younger audiences. The current study examines how the perceived humor of TikTok videos that promote COVID-19 vaccination influences persuasion through cognitive and affective mechanisms. In a survey study (N = 186), perceived humor was a positive predictor of source liking and happiness but was also associated with message discounting. Both source liking and happiness indirectly encouraged pro-vaccination attitudes by motivating message elaboration. In contrast, message discounting reduced elaboration, which discouraged pro-vaccination attitudes. Especially, those who watch TikTok for information gratification counterargued more as perceived humor increased.
期刊介绍：
As an outlet for scholarly intercourse between medical and social sciences, this noteworthy journal seeks to improve practical communication between caregivers and patients and between institutions and the public. Outstanding editorial board members and contributors from both medical and social science arenas collaborate to meet the challenges inherent in this goal. Although most inclusions are data-based, the journal also publishes pedagogical, methodological, theoretical, and applied articles using both quantitative or qualitative methods.
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