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Global Conference 2019

du 12 au 16 July 2019

Peking University, Beijing, China

Proposal authors can use this tool to see where they have been placed in the agenda. Please scroll down to search by Author Name (Note: if the submitting author did not add all authors to the ProposalSpace form, only First & Corresponding Author will be searchable), or by Date/Time.

 

Harnessing healthy eating habits via social media presentation: prevention vs. promotion

dimanche 14 juillet 2019 à 10:15–samedi 13 juillet 2019 à 11:45 CST
3 Room 3
Keywords: Please select at least two and no more than four. Hold the CTRL key to select multiple
Digital/Online Advertising
Experimental Research
Health
Social Media
Abstract

            Examination of the concurrent evolution of communication tools and eating behaviors over recent decades reveals that social media and other forms of digital content have become powerful new driving forces for nutritional choices and food consumption. Drawing upon regulatory focus theory, the current research investigated the interaction effect of social media types (text-based vs. image-based) and contents types (prevention focused vs. promotion focused) on the efficacy of health communications in social media contexts. The findings from this research demonstrated that when prevention focused health contents was posted on text-based social media, individuals reacted the content more positively compared when the content was posted on image-based social media. However, the significant interaction effect was not found in the promotion focused content condition. This study extends the applicability of regulatory focus theory to the health communications in social media as well as offers practical implications to create more effective health communications.

First & Corresponding Author

Joshua Kleinstreuer, University of North Carolina at Chapel Hill
Authors in the order to be printed.

Joshua Kleinstreuer, Dong Hoo Kim

Additional Authors

Dong Hoo Kim, Ph.D, University of North Carolina at Chapel Hill
Chargement en cours …