From Attention to Intention: Evaluating the Effectiveness of Social Media and Website Strategies in the Radon Buster Campaign.

IF 2.4 2区医学 Q1 COMMUNICATION

Journal of Health Communication Pub Date : 2025-09-29 DOI:10.1080/10810730.2025.2562844

Sofie Apers, Michelle Symons, Heidi Vandebosch, Tanja Perko

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引用次数: 0

Abstract

This study investigates the effectiveness of different social media communication strategies in promoting radon information-seeking behaviors and intentions to test for radon. Guided by the Elaboration Likelihood Model, the study explores the interaction between the peripheral and the central routes of persuasion in promoting radon protection behaviors across four European countries: Austria, Belgium, Ireland, and Slovenia (N=1,677). The "Radon Buster campaign," containing Facebook advertisements and a website, was specifically developed for this study. An online survey experiment evaluated the impact of the Facebook advertisements on radon information-seeking intentions and the impact of the website on radon testing intentions. Participants were randomly assigned to one of three experimental conditions (narratives, humor, or norm nudges), or included in a prior-exposure control group, followed by interaction with the website. The results show a direct positive effect of the exposure and appreciation of the posts on information-seeking intentions. However, mixed effects were found regarding the moderation of website appreciation and counterarguing on the effect of the website on the intention to test. Overall, the findings underscore the importance of engaging communication strategies that are designed to evoke both peripheral and central route processing to effectively promote radon awareness and testing behaviors.

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从关注到意图：评估社会媒体和网站策略在氡破坏者运动中的有效性。

本研究探讨了不同社交媒体传播策略对促进氡信息寻求行为和氡检测意愿的有效性。在精细化可能性模型的指导下，该研究探讨了四个欧洲国家（N=1,677）在促进氡保护行为方面的外围和中心说服路线之间的相互作用：奥地利、比利时、爱尔兰和斯洛文尼亚。“氡破坏者运动”包含Facebook广告和一个网站，是专门为这项研究开发的。一项在线调查实验评估了Facebook广告对氡信息寻求意图的影响和网站对氡测试意图的影响。参与者被随机分配到三种实验条件（叙事、幽默或规范推动）中的一种，或者被纳入先前接触的对照组，然后与网站进行互动。结果表明，帖子的曝光和欣赏对信息寻求意愿有直接的正向影响。然而，在网站欣赏的适度性和网站对测试意图的影响上，发现了混合效应。总的来说，研究结果强调了参与沟通策略的重要性，这些沟通策略旨在唤起外围和中央路线处理，以有效促进氡意识和检测行为。

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

Journal of Health Communication Multiple-

CiteScore

5.60

自引率

4.50%

发文量

期刊介绍： Journal of Health Communication: International Perspectives is the leading journal covering the full breadth of a field that focuses on the communication of health information globally. Articles feature research on: • Developments in the field of health communication; • New media, m-health and interactive health communication; • Health Literacy; • Social marketing; • Global Health; • Shared decision making and ethics; • Interpersonal and mass media communication; • Advances in health diplomacy, psychology, government, policy and education; • Government, civil society and multi-stakeholder initiatives; • Public Private partnerships and • Public Health campaigns. Global in scope, the journal seeks to advance a synergistic relationship between research and practical information. With a focus on promoting the health literacy of the individual, caregiver, provider, community, and those in the health policy, the journal presents research, progress in areas of technology and public health, ethics, politics and policy, and the application of health communication principles. The journal is selective with the highest quality social scientific research including qualitative and quantitative studies.