Exploring strategies to promote health services online: The role of contextual priming, digital ad type, and health threat orientation in determining the effectiveness of health service ads.

Q3 Health Professions

Health Marketing Quarterly Pub Date : 2023-01-01 DOI:10.1080/07359683.2021.1997511

Chun Yang, Gawon Kim, Yongick Jeong

引用次数: 1

Abstract

Contextual congruence, health threat orientation, and digital advertisement type can influence the effectiveness of online health service ads. To examine these effects, a 2 × 2 × 2 online experiment was conducted with contextual similarity as a within-subjects factor. Results suggest that contextual similarity was positively associated with both attitude toward ads and purchase intention. The data also revealed an interaction effect between digital advertising type and health threat orientation: health ads to address issues of immediate concerns enhanced purchase intention, but only in the incongruent context. Implications of the study were also discussed.

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探索促进在线健康服务的策略:语境启动、数字广告类型和健康威胁取向在决定健康服务广告有效性中的作用。

语境一致性、健康威胁取向和数字广告类型可以影响在线健康服务广告的有效性。为了检验这些影响，我们进行了一个2x2 × 2的在线实验，语境相似性作为受试者内因素。结果表明，语境相似性与广告态度和购买意愿呈正相关。数据还揭示了数字广告类型与健康威胁取向之间的交互效应:解决当前关注问题的健康广告增强了购买意愿，但仅在不一致的背景下。本文还讨论了本研究的意义。

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

Health Marketing Quarterly Health Professions-Health Professions (all)

CiteScore

2.10

自引率

0.00%

发文量

期刊介绍： Health Marketing Quarterly is directed at academicians and practitioners who are concerned with the concepts, practice, and research of health care marketing in today"s complex environment. The journal addresses important contemporary issues in the use of marketing by health care organizations like hospitals, individual practitioners, and public health care organizations. This includes the use of marketing to promote, position, deter, enhance health care organizations/issues, and the development of the marketing literature on both a conceptual and empirical basis.