The effects of user comment valence of Facebook health messages on intention to receive the flu vaccine: the role of pre-existing attitude towards the flu vaccine and psychological reactance

Hanyoung Kim, Youngji Seo, Hye Jin Yoon, Jeong Yeob Han, Youngjee Ko

Research output: Contribution to journalArticlepeer-review

16 Scopus citations

Abstract

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.

Original languageEnglish
Pages (from-to)1187-1208
Number of pages22
JournalInternational Journal of Advertising
Volume40
Issue number7
DOIs
StatePublished - 2021

Bibliographical note

Publisher Copyright:
© 2020 Advertising Association.

Keywords

  • User-generated comments
  • flu vaccination
  • psychological reactance
  • social media health messages

ASJC Scopus subject areas

  • Communication
  • Marketing

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