Randomized Controlled Trial Evaluation of Tweet2Quit: A Social Network Quit-smoking Intervention.
Wednesday, April 5, 2017
Posted by: Natalia Gromov
Cornelia Pechmann, Kevin Delucchi, Cynthia M Lakon, Judith J Prochaska.
Randomized Controlled Trial Evaluation of Tweet2Quit: A Social Network Quit-smoking Intervention.
Tobacco Control. http://dx.doi.org/10.1136/tobaccocontrol-2015-052768
We investigated whether exposure to same humorous anti-tobacco videos via different types of social media platforms and contexts (health vs. humor) influences individual’s health risk perceptions, attitudes, and behavioral intents. An experiment with a 2 (social media types: YouTube and Facebook) × 2 (message contexts: health-focused and humor-focused contexts) factorial design was conducted. It was found that those who watched the humorous anti-tobacco videos on Facebook in the health-context exhibited a higher level of risk perception of smoking, less positive attitude toward smokers, and a higher level of intention to avoid smoking in the future than the participants who viewed the same videos on YouTube in the health-context or on Facebook in the humor-context. These findings provide useful practical guidelines in using social media for health communication/promotion. Humorous health promotion messages are best circulated on social networking sites such as Facebook accompanied by others’ support for the given health topic (i.e., in health-contexts). Practical/theoretical implications and limitations of the study were further discussed in this article.
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