{"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":null,"pages":null},"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\":null,\"pages\":null},\"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}
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.