Sharing health risk messages on social media: Effects of fear appeal message and image promotion

Xueying Zhang, Shuhua Zhou
2020 Cyberpsychology: Journal of Psychosocial Research on Cyberpspace  
This study examined how fear appeal and individuals' image promotion consideration drive users' intention to share fear appeal messages on social networking sites (SNS). A mixed factorial experiment [2 (high vs. low threat) ´ 2 (high vs. low efficacy) ´ 2 (topic)] was conducted online with a sample of 214 participants recruited from United States. Process regression analysis results indicated that (1) high threat message elicited significant higher intention to share fear appeal messages on
more » ... eal messages on SNS; (2) fear arousal significantly enhanced intention to share risk messages directly; (3) high efficacy message resulted in higher intention to share fear appeal messages on SNS through the moderated mediated effect of information processing and intention to follow the health advice; and (4) individual's intention to promote image on SNS was positively related to intention to share. Theoretical and practical implications for health risk communication on SNS are discussed.
doi:10.5817/cp2020-4 fatcat:5a7ogrvvnvdfrjpfk7r76rpq7q