Promoting HPV vaccination on social media: interactive effects of threat, efficacy and social cues.

ABSTRACT:

Background

Women are currently facing a tremendous threat of cervical cancer globally. Social media health campaigns have the potential to shape public health behaviors. This study explores the effects of cervical-cancer-related fear appeal messages with social cues on social media using the extended parallel processing model (EPPM).

Method

We use a 2 (threat: present vs. absent) × 2 (efficacy: present vs. absent) × 2 (social cues: high vs. low) factorial experimental design to examine the effects of fear appeal messages with social cues on behavioral intention to receive the human papillomavirus (HPV) vaccination.

Results

There was a significant main effect of threat on the intention to receive HPV vaccination. Additionally, a significant three-way interactive effect

SUBMITTER: Chen L 

PROVIDER: S-EPMC8828094 | biostudies-literature | 2021 Nov

REPOSITORIES: biostudies-literature