Namyeon Lee, Yoorim Hong, Sisi Hu, Ciera E. Kirkpatrick, Sungkyoung Lee, Amanda Hinnant
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Exploring the Strategic Use of TikTok for Clinical Trial Recruitment: How audiences’ Prior Short-Form Video Usage Influences Persuasive Effects
Guided by the elaboration likelihood model and framing theory, this study explores the potential of short-form video platforms (e.g. TikTok), for targeted clinical trial recruitment. An online expe...
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