Mental health message appeals and audience engagement: Evidence from Australia.
Social media platforms are increasingly used to disseminate social marketing messages about mental health and wellbeing. This study presents a range of message appeals used in social media enabled mental health promotion and stigma reduction messages. Furthermore, it examines the relationship betwee...
| Publicado en: | Health Promotion International Vol. 34; no. 1; pp. 28 - 38 |
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| Autores principales: | , , , |
| Formato: | research tables/charts Journal Article |
| Publicado: |
Oxford University Press / USA
Feb2019
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ccm&AN=133950370&site=ehost-live header: @attributes: shortDbName: ccm uiTerm: 133950370 longDbName: CINAHL Complete uiTag: AN controlInfo: bkinfo: dissinfo: jinfo: jid: 09574824 F9Y jtl: Health Promotion International issn: 09574824 maglogo: N pubinfo: dt: Feb2019 vid: 34 iid: 1 pid: 622 pub: Oxford University Press / USA artinfo: ui: 133950370 133950370 133950370 10.1093/heapro/dax062 133950370 ppf: 28 ppct: 10 formats: fmt: – @attributes: type: T – @attributes: type: P tig: atl: Mental health message appeals and audience engagement: Evidence from Australia. aug: au: Yap, Jo En Zubcevic-Basic, Nives Johnson, Lester W Lodewyckx, Michaela A affil: Department of Management and Marketing, Faculty of Business and Law, Swinburne University of Technology, PO Box 218, Mail H23, Cnr John and Wakefield Streets, Hawthorn, Australia sug: subj: Mental Health Australia Psychological Well-Being Social Marketing Social Media Health Promotion Methods Telecommunications Consumer Participation Human Stigma Prevention and Control Content Analysis Depression Prevention and Control Anxiety Prevention and Control Multiple Regression Feedback Exploratory Research Coding Descriptive Statistics Nomenclature Australia ab: Social media platforms are increasingly used to disseminate social marketing messages about mental health and wellbeing. This study presents a range of message appeals used in social media enabled mental health promotion and stigma reduction messages. Furthermore, it examines the relationship between the type of message appeals and audience engagement. A content analysis of 65 organisation-generated YouTube videos about depression and anxiety and stigma reduction was conducted. The most utilised message appeal was Sorrow, followed by Affiliation, Ease/Convenience, Hope, Humour, Guilt/Shame, Heroic/Successful, and Fear. Multiple regression analysis was used to examine the relationship between the type of message appeals and audience engagement in terms of the number of likes, comments, and shares. The analysis revealed that Sorrow is the most useful message appeal for generating audience comments. However, Sorrow is negatively associated with the number of likes and shares. The results suggest that mental health promotion messages may engage a larger audience through Affiliation and Hope as they have a positive impact on the number of shares. This could, in effect, turn audiences into vocal advocates for mental health promotion and stigma reduction messages. pubtype: Academic Journal doctype: research tables/charts Journal Article ougenre: Article language: English refInfo: holdings: @attributes: islocal: N |
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