TY - JOUR
T1 - The effects of user comment valence of Facebook health messages on intention to receive the flu vaccine
T2 - the role of pre-existing attitude towards the flu vaccine and psychological reactance
AU - Kim, Hanyoung
AU - Seo, Youngji
AU - Yoon, Hye Jin
AU - Han, Jeong Yeob
AU - Ko, Youngjee
N1 - Publisher Copyright:
© 2020 Advertising Association.
PY - 2021
Y1 - 2021
N2 - This study examined if and how Facebook user-generated comments about the flu vaccine influenced psychological reactance in conjunction with pre-existing flu vaccine attitude. Psychological reactance was further tested as a mediating factor influencing behavioural intention to receive the vaccine. An experimental study was conducted with 264 college students. The results showed that pre-existing attitude positively influenced participants’ intention to obtain the flu vaccine through an increase (a decrease) in psychological reactance when there was inconsistency (consistency) between the pre-existing attitude and valence of comments. Collectively, the results demonstrate that psychological reactance is one possible theoretical mechanism through which social media users’ health behaviours are influenced by user-generated comments.
AB - This study examined if and how Facebook user-generated comments about the flu vaccine influenced psychological reactance in conjunction with pre-existing flu vaccine attitude. Psychological reactance was further tested as a mediating factor influencing behavioural intention to receive the vaccine. An experimental study was conducted with 264 college students. The results showed that pre-existing attitude positively influenced participants’ intention to obtain the flu vaccine through an increase (a decrease) in psychological reactance when there was inconsistency (consistency) between the pre-existing attitude and valence of comments. Collectively, the results demonstrate that psychological reactance is one possible theoretical mechanism through which social media users’ health behaviours are influenced by user-generated comments.
KW - User-generated comments
KW - flu vaccination
KW - psychological reactance
KW - social media health messages
UR - http://www.scopus.com/inward/record.url?scp=85098662756&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85098662756&partnerID=8YFLogxK
U2 - 10.1080/02650487.2020.1863065
DO - 10.1080/02650487.2020.1863065
M3 - Article
AN - SCOPUS:85098662756
SN - 0265-0487
VL - 40
SP - 1187
EP - 1208
JO - International Journal of Advertising
JF - International Journal of Advertising
IS - 7
ER -
