Study: Narratives for Health Communication

The influence of context and message structure on the effectiveness of health narratives on Facebook

Simone Krouwer, Prof. Dr. Karolien Poels & Prof. Dr. Heidi van de Bosch

[email protected] @SimoneKrouwer

CHLAMYDIAIs the most common sexual desease in Europe

1 in 20 Flemish men and women are suffering from Chlamydia

Women below 24 Are at highest risk

Simone Krouwer - University of Antwerp

Narratives in health communicationNarratives: A presentation of (a) concrete event(s) experienced by (a) specific character(s) in a particular setting.

Literature review: De Graaf, Sanders, & Hoeken (2016) On average, narratives are more effective

compared to non-narratives Also in an explicit persuasive context Can positively stimulate attitudes,

message engagement and behavior.


Difference in effectiveness among health narratives...Knowledge gaps

What is the influence of message structure? Narrative-first versus persuasive message first

What is the influence of context when two narratives are compared? Editorial versus commercial context Facebook?


Literature review: contextBehavioral Journalism literature: Journalistic format = most trustworthy and receives more attention

(McAlister, 1995)

Intentional exposure theory Readers are more likely to pay attention to editorial messages

Spill-over effect of context Positive evaluations of context can spill-over on the health advertisement


Context Hypotheses:

A health narrative in a native advertisement format from an editorial source (Flair) will

generate more

(a) Attention and

(b) Message appreciation

Compared to an native advertisement directly provided by a health organization.


CONTEXT:EDITORIAL

SOURCE Message appreciation

Attention

Literature review: message structureNarratives…

Are less likely to activate an ‘advertising schema (Kim and Hancock, 2016)

Readers can get immersed into the story

Activate a less critical, narrative style of processing

(Wentzel, Tomczak, and Herrmann, 2010)

Persuasive Messages

Can elicit persuasion knowledge + resistance

More critical processing


Narratives

Persuasive

Message

?

Message structure: hypotheses


MESSAGESTRUCTURE:NARRATIVE-

FIRST

(versus ad-first)

Involvement

Systematic Processing

Message appreciation

Attention

A ‘health narrative-first’ message structure will lead to an increase in (a) attention, (b) Involvement, (c) systematic processing and (d) message appreciation, compared to a health-information first structure.

Context X Message structure

The context of the health narrative will moderate the effects of message structure, meaning that an editorial context will increase the positive effects of the ‘health narrative’ first message on:

▹ (a) attention▹ (b) involvement▹ (c) processing▹ (d) message appreciation


CONCEPTUAL MODEL

MESSAGESTRUCTURE

CONTEXT

Involvement



Attention

Control variables:- Age- Experience with

Flair & SenSoa

STUDY

EXPERIMENTAL DESIGN & STIMULI: 2 (CONTEXT) x 2 (MESSAGE STRUCTURE)

Sensoa Persuasive message first

Sensoa Narrative first

FlairPersuasive message first

FlairNarrative first

PARTICIPANTS

18 – 25 years old(Mage = 22.19, SD = 1.65)

88.4% familiarwith Sensoa

76,3% readsFlair online

Only heteroseksual or biseksual women

277 young women

100% usesFacebook

RESULTS: CONTEXT

MESSAGESTRUCTURE

CONTEXT

Involvement



Attention

Reverse effect: higher appreciation when source = SensoaSensoa: M = 4.54, SD = .86

Flair: M = 4.30, SD = .87)

MESSAGE STRUCTURE:NARRATIVE-

FIRST

(versus ad-first)

Involvement



Attention

RESULTS: MESSAGE STRUCTURE

▹ Positive effects of narrative-first message structure

F(1, 273) = 5.69, p = .018

F(1, 273) = 9.55, p = .002.

F(1, 273) = 6.38, p = .012.

F(1, 273) = 6.93, p = .009

MESSAGE STRUCTURE:NARRATIVE-

FIRST

InvolvementSystematic Processing


HAYES MULTIPLE MEDIATION ANALYSIS

▹ The influence of message structure on message appreciation was fully mediated by involvement and systematic processing.

.32* .36** .41**

Significant indirect bootstrap effect (N = 1000): (B= .05, SE=.03 , 95% CI = .007- .114)

* = p < .05

** = p < .001

DISCUSSION AND IMPLEMENTATION

Answer to knowledge gap #1: influence of message structure? It is important to start with the narrative

ELM: narrative first increase in involvement systematicprocessing positive evaluations

Answer to knowledge gap 2: influence of explicitness persuasive intent? Journalistic context not more efficient than health organisation

Less critial processing of source in health context? Trust in health organziations? Less influence of source in Facebook environment?

Thanks! Any questions?

Simone Krouwer, Prof. Dr. Karolien Poels & Prof. Dr. Heidi van de Bosch

[email protected] @SimoneKrouwer

Presentation template by SlidesCarnival

EXTRA

MEANS MESSAGE STRUCTURE

NARRATIVE-

FIRST

PERSUASIVE

MESAGE FIRST

Significantie

Attention (M = 3.44, SD = .96), (M = 3.11, SD = 1.11) F(1, 273) = 6.93, p =

.009

Involvement (M = 4.49, SD = 1.06) (M = 4.17, SD = 1.19) : F(1, 273) = 5.69, p =

.018

Syst.

Processing

(M = 3.29, SD = .62) (M = 3.09, SD = .66) F(1, 273) = 6.38, p =

.012

Aad (M = 4.57, SD = .76) (M = 4.26, SD = .95) F(1, 273) = 9.55, p =

.002.

MEANS CONTEXT

EDITORIAL HEALTH

ORGANIZATION

Significantie

Attention F(1, 273) < 1, p = .970

Aad M = 4.30, SD = .87) (M = 4.54, SD = .86) F(1, 273) = 5.52, p =

.020

LIMITATIONS & FUTURE RESEARCH…

▹ This study: specific subject & target audience ▸ Future research: other contexts, subjects…

▹ This study: only text elements▸ Future research: test combined with visuals, video…

▹ This study: attention, processing & attitudes▸ Future research: behavior

▹ This study: Facebook▸ Future research: Other contexts

CONCEPTUAL MODEL

MESSAGESTRUCTURE

CONTEXT

Involvement



ANCOVA ANALYSIS MEDIATION ANALYSIS

Attention

RESULTS: CONTEXT

MESSAGESTRUCTURE

CONTEXT

Involvement



Attention

Reverse effect: higher appreciation when source = Sensoa

Marketing

Study: Narratives for Health Communication