Source Interactivity Enhances Sense of Community and Reduces Psychological Reactance: Effects of the Like Button on Smoking Message Evaluations and Attitudes.

This study investigates the psychological mechanism by which source interactivity influences health message evaluations. Combining health communication and interactivity literature, two theoretical routes to persuasion were proposed: enhanced sense of community and reduced psychological reactance. A 2 × 2 (source interactivity: absence vs. presence X smoking status: nonsmoker vs. current smoker) factorial-design experiment (N = 343) was conducted on an anti-smoking website. Result revealed that the endorsing and sharing features that resembled the Like button on Facebook enhanced self-as-source perceptions and sense of community, which exerted significant effects on message credibility for smokers and message enjoyment for nonsmokers. Among smokers, self-as-source perceptions reduced psychological reactance, which promoted greater message credibility and more negative attitudes toward smoking behavior.