受启发和怀旧:在 COVID-19 大流行的后期阶段,媒体环境诱发的积极情绪与疫苗过敏者的行为变化之间的关系

IF 3.1 4区 管理学 Q2 BUSINESS
Hue Trong Duong, Mor Yachin, Zachary B. Massey
{"title":"受启发和怀旧:在 COVID-19 大流行的后期阶段,媒体环境诱发的积极情绪与疫苗过敏者的行为变化之间的关系","authors":"Hue Trong Duong, Mor Yachin, Zachary B. Massey","doi":"10.1108/jsocm-06-2023-0154","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>Campaigns to promote the COVID-19 vaccination messages to vaccine-hesitant consumers in the late stages of the pandemic are often met with resistance. This study aims to explore a way to leverage positive emotions induced from entertainment media consumption to promote vaccination messages to this audience group.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>An online experiment was conducted with vaccine-hesitant consumers (<em>N</em> = 409). Participants viewed personally relevant entertainment music videos or mundane videos and vaccinated messages embedded in user-generated comments.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>Data revealed that feelings of inspiration and nostalgia induced from entertainment media consumption increased vaccination intentions via increased risk perceptions and reduced anti-vaccination attitudes.</p><!--/ Abstract__block -->\n<h3>Practical implications</h3>\n<p>Social marketers should consider leveraging the combined effect of entertainment media-induced positive emotions and user-generated comments to motivate behavioral change among vaccine-hesitant individuals in the late stages of the COVID-19 pandemic.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>The present study adds to social marketing literature by showing mechanisms that positive emotions induced from entertainment social media consumption might lead to health behavioral change.</p><!--/ Abstract__block -->","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":"18 1","pages":""},"PeriodicalIF":3.1000,"publicationDate":"2023-12-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Feeling inspired and nostalgic: associations between media context-induced positive emotions and behavioral change among vaccine-hesitant individuals in the late stages of the COVID-19 pandemic\",\"authors\":\"Hue Trong Duong, Mor Yachin, Zachary B. Massey\",\"doi\":\"10.1108/jsocm-06-2023-0154\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>Campaigns to promote the COVID-19 vaccination messages to vaccine-hesitant consumers in the late stages of the pandemic are often met with resistance. This study aims to explore a way to leverage positive emotions induced from entertainment media consumption to promote vaccination messages to this audience group.</p><!--/ Abstract__block -->\\n<h3>Design/methodology/approach</h3>\\n<p>An online experiment was conducted with vaccine-hesitant consumers (<em>N</em> = 409). Participants viewed personally relevant entertainment music videos or mundane videos and vaccinated messages embedded in user-generated comments.</p><!--/ Abstract__block -->\\n<h3>Findings</h3>\\n<p>Data revealed that feelings of inspiration and nostalgia induced from entertainment media consumption increased vaccination intentions via increased risk perceptions and reduced anti-vaccination attitudes.</p><!--/ Abstract__block -->\\n<h3>Practical implications</h3>\\n<p>Social marketers should consider leveraging the combined effect of entertainment media-induced positive emotions and user-generated comments to motivate behavioral change among vaccine-hesitant individuals in the late stages of the COVID-19 pandemic.</p><!--/ Abstract__block -->\\n<h3>Originality/value</h3>\\n<p>The present study adds to social marketing literature by showing mechanisms that positive emotions induced from entertainment social media consumption might lead to health behavioral change.</p><!--/ Abstract__block -->\",\"PeriodicalId\":51732,\"journal\":{\"name\":\"Journal of Social Marketing\",\"volume\":\"18 1\",\"pages\":\"\"},\"PeriodicalIF\":3.1000,\"publicationDate\":\"2023-12-12\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Social Marketing\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1108/jsocm-06-2023-0154\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Social Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/jsocm-06-2023-0154","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

摘要

目的在疫苗大流行的后期阶段,向对 COVID-19 有疑虑的消费者宣传疫苗接种信息的活动往往会遇到阻力。本研究旨在探索一种利用娱乐媒体消费所引发的积极情绪来向这一受众群体推广疫苗接种信息的方法。设计/方法/途径针对对疫苗有抵触情绪的消费者(N = 409)开展了一项在线实验。研究结果数据显示,娱乐媒体消费所引发的灵感和怀旧情绪通过增加风险认知和减少反疫苗接种态度而增加了疫苗接种意向。社会营销人员应考虑利用娱乐媒体诱发的积极情绪和用户生成的评论的综合效应,在 COVID-19 大流行的后期阶段促使对疫苗有疑虑的人改变行为。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Feeling inspired and nostalgic: associations between media context-induced positive emotions and behavioral change among vaccine-hesitant individuals in the late stages of the COVID-19 pandemic

Purpose

Campaigns to promote the COVID-19 vaccination messages to vaccine-hesitant consumers in the late stages of the pandemic are often met with resistance. This study aims to explore a way to leverage positive emotions induced from entertainment media consumption to promote vaccination messages to this audience group.

Design/methodology/approach

An online experiment was conducted with vaccine-hesitant consumers (N = 409). Participants viewed personally relevant entertainment music videos or mundane videos and vaccinated messages embedded in user-generated comments.

Findings

Data revealed that feelings of inspiration and nostalgia induced from entertainment media consumption increased vaccination intentions via increased risk perceptions and reduced anti-vaccination attitudes.

Practical implications

Social marketers should consider leveraging the combined effect of entertainment media-induced positive emotions and user-generated comments to motivate behavioral change among vaccine-hesitant individuals in the late stages of the COVID-19 pandemic.

Originality/value

The present study adds to social marketing literature by showing mechanisms that positive emotions induced from entertainment social media consumption might lead to health behavioral change.

求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信