Effects of Fear and Humor Appeals in Public Service Announcements (PSAs) on Intentions to Purchase Medications via Social Media.

The increasing prevalence of online purchase of medications, specifically via social media platforms, poses significant health risks due to high chances of such medications being substandard and falsified (SF). The current study uses a 2 (persuasive appeal: fear vs. humor) x 3 (message repetition) mixed factorial experiment to investigate the effectiveness of persuasive appeals (on intentions to purchase medications online via social media referrals, mediated by psychological reactance (threat to freedom and anger), attitudes toward the public service announcements (PSAs), and viral behavioral intentions. ANOVA results showed the superiority of humor appeals compared to fear appeals in (1) reducing psychological reactance, (2) igniting favorable responses to the PSA, and (3) marginally reducing the intentions to purchase medications vial social media despite lower online engagement intentions (viral behavioral intentions). Pre-existing risk perceptions moderated these differences. A moderated serial mediation model, conducted using PROCESS models, was examined to assess the mechanism by which persuasive appeals and risk perceptions interact in influencing purchase intentions. Findings are discussed theoretically in regard to extending the psychological reactance model within the digital environment and practically in terms of public health, brand protection, and law enforcement recommendations.

Social Media Use and Alcohol Consumption: A 10-Year Systematic Review.

Many studies have looked at the relationship between social media and alcohol consumption. There is a need for a comprehensive review that synthesizes the results of past research to systematically understand the relationship between social media use and alcohol consumption. The present systematic literature review synthesizes the findings from global social media and alcohol use studies (n = 206, 204 retained for analysis) between 2009 and 2019. Codes included type of study, methods, use of theory, and whether and how the relationship between social media and alcohol use was tested, among others. In addition to providing descriptive findings, the current study compared the findings across studies that primarily focused on advertising and marketing, self-generated user-generated content (UGC), other-generated UGC, social media uses and affordances, and a mixture of more than one type of content/focus. Most articles used quantitative methods (77.94%), which is followed by qualitative methods (15.20%), mixed methods (6.37%), and 0.49% that did not fit in any of the methods categories. Of the studies that tested the relationship between social media use and alcohol consumption, an overwhelming majority found that relationship to be positive (93.10%). The results of the present study provide a comprehensive understanding of past findings regarding social media and alcohol consumption and provide important future research suggestions.

Effect of nostalgia as a motivational force for depressed students to seek professional psychological help.

In times of distress, people show a tendency to remember the 'good old days,' a bittersweet emotion called Nostalgia. This study explores how experimentally-induced nostalgia improves attitude toward counseling center and behavioral intentions to contact the counseling center on a college campus. Students living with depression (N = 148) were randomly assigned to view a public service announcement (PSA) for the campus counseling center that was designed with or without a nostalgia-inducing narrative and imagery. Participants exposed to the nostalgic PSA expressed significantly higher positive emotions compared to the control condition, after controlling for the effects of stigma, past counseling experience, levels of depression, and friends or family with mental illness. Mediation analyses showed that the higher positive emotions participants felt, the more positive was their attitude toward the campus counseling center, which in turn increased behavioral intention to seek help. The study suggests nostalgia-themed messages to promote help-seeking intentions among students experiencing depression.

Nostalgic Emotional Valence and Its Effects on Help-Seeking in Depression. An Application of the Theory of Planned Behavior.

In times of distress, people show a tendency to remember the 'good old days,' a bittersweet emotion called Nostalgia. This study advances the role of nostalgic emotions to influence help-seeking intentions in depression. Depression is a critical public health concern, which can be mitigated by seeking professional psychological help. Several communication researchers have studied this area to improve help-seeking intentions through message design and evaluation. This study investigates the use of nostalgic valence: positive, negative, and coactive to influence help-seeking behavioral intentions. Using the theory of planned behavior (TPB) as a guiding framework, the study examined the effects of nostalgic valence on emotions, attitude, perceived behavioral control, and subjective norms to seek help. The study recruited 366 participants, experiencing mild to severe levels of depression, from Amazon Mechanical Turk. Participants were randomly assigned to one of the three video conditions: positive, negative, or coactive nostalgia. The study resulted in two distinct findings. First, we found that positive, negative, and coactive nostalgic messages lead to different levels of emotional responses. Specifically, the coactive nostalgic condition resulted in the least positive emotional response. Second, these different levels of emotional responses are correlated with perceived behavioral control, and descriptive norms that mediated the effects of nostalgia on help-seeking intentions. The main contribution of our study is to inform health communicators about the complexity of persuading people with depression to seek help via nostalgic emotional appeals. Theoretical implications of the study in context with emotion infusion are discussed, and practical implications for interventions to design depression-related help seeking campaigns are provided.

Trick or Drink: Offline and Social Media Hierarchical Normative Influences on Halloween Celebration Drinking.

The current study examined the relationship between perceived societal and personal celebration drinking norms, social media use, and alcohol consumption during Halloween. The study used a survey of a nationally representative, convenience, and cross-sectional sample of underage youth (18-20 years old; N = 525). Participants self-reported their own drinking, perceived descriptive norms among peers and close friends, and alcohol-related social media posting and interaction during Halloween. Results revealed that underage youth's estimation of societal drinking norms related to their proximal close friends' drinking norms, which in turn, influenced self-reported number of drinks consumed during Halloween. Social media posting and interaction with alcohol-related content were associated with greater descriptive normative perceptions and self-reported drinking. Extending the hierarchical social norms approach, our findings showed that normative perceptions about proximal reference groups' drinking, along with alcohol-related social media activities, were associated with greater number of drinks consumed during Halloween.

A novel in vivo measure of cyberaggression.

Cyberaggression (CA), or the use of information communication technologies to inflict harm on others, is an emerging public health crisis. Unfortunately, our current ability to assess CA in a research context remains limited, curtailing efforts to address this important issue. We sought to fill this gap in the literature by developing an adapted "chat" version of the Taylor aggression paradigm (TAP) that would more closely resemble a social gaming format (hereafter referred to as the TAP-Chat). In the TAP-Chat, participants have a chat function available to communicate with their (fictitious) co-player. Following loss trials in a competitive reaction time task, they receive a "mean chat" from their co-player. Participant messages to their (fictitious) co-player are then coded for aggressive content by a team of trained research assistants, and via automated linguistic analysis software (Linguistic Inquiry and Word Count). The current study evaluated the predictive utility of the TAP-Chat task in independent discovery and replication samples (N = 843 and N = 350, respectively). Participants' publicly available tweets served as an important external criterion variable, along with a handful of self-report questionnaires assessing CA and related constructs. Analyses suggest that, although it can be completed in ∼13 min, the TAP-Chat predicts CA on Twitter and, to a lesser extent, as reported on questionnaires. Although there are still several issues to address, it is our hope that the research community will benefit from this straightforward behavioral assessment of CA.

Celebration Drinking around the Clock.

The fact that St. Patrick's Day (SPD) celebration drinking occurs during a specified, public, and socially-acceptable time frame which spans the better part of a day and evening makes it an important time to understand and attempt to influence celebration drinking behaviors among young adults. SPD has been identified as the celebration during which college students consume more alcohol than any other point during the school year. Intervention opportunities can be more successful with an understanding of the factors associated with alcohol consumption at specific times on particular celebrations. This study examined the factors associated with celebration drinking at different time periods on SPD which included perceived descriptive and injunctive norms, the numbers of close friends and acquaintances present, social media relationships, demographic variables, past drinking behavior, and intent to drink on SPD at the three time points of interest. Findings showed variability in the predictive factors on SPD celebration drinking at different times of the day. The theoretical and practical intervention implications of the findings are discussed.

How much is social media worth? Estimating the value of Facebook by paying users to stop using it.

Facebook, the online social network, has more than 2 billion global users. Because those users do not pay for the service, its benefits are hard to measure. We report the results of a series of three non-hypothetical auction experiments where winners are paid to deactivate their Facebook accounts for up to one year. Though the populations sampled and the auction design differ across the experiments, we consistently find the average Facebook user would require more than $1000 to deactivate their account for one year. While the measurable impact Facebook and other free online services have on the economy may be small, our results show that the benefits these services provide for their users are large.

The Effects of Twitter Users' Gender and Weight on Viral Behavioral Intentions Toward Obesity-Related News.

In this study, male and female participants were exposed to identical news stories covering obesity topics paired with tweets from Twitter users. Our study aimed at understanding how obesity-related news combined with user-generated social media posts (i.e., tweets) affect consumers' evaluations of online content and viral behavioral intentions (the intentions to like, share, and comment). An experiment (N = 316) explored how gender and weight of a Twitter user (tweeter) affect participants' evaluations and viral behavioral intentions toward news stories. Participants differed in their evaluations of and viral behavioral intentions for news stories as a function of Twitter users' gender and weight, as well as participants' gender. While participants expressed more favorable attitudes toward news stories paired with tweets by overweight than healthy females (with the opposite true for tweets by male users), participants expressed greater viral behavioral intentions for news stories paired with tweets by healthy weight than overweight user. These effects were more pronounced among male than female participants. Findings are discussed within the context of social media posts and their persuasive effects in relation to attitude and behavior changes.

Illuminating the nomological network of digital aggression: Results from two studies.

We examined the nomological network surrounding digital aggression (DA), in regards to other forms of aggression/antisocial behavior and individual difference variables commonly associated with other forms of aggression/antisocial behavior. Two large samples of university students (N = 713 and 633, respectively) completed a series of questionnaires and in some cases, an additional experience sampling study. Results revealed that, in emerging adulthood, DA appears to have a unique demographic profile relative to the other forms of aggression and antisocial behavior. Results further suggested that, when examined simultaneously, only social aggression and non-aggressive rule-breaking evidenced independent associations with DA. These associations persisted even in the absence of social media use. Unique associations with most individual difference variables dissipated once we controlled for social aggression and rule-breaking, although DA was independently associated with extraversion and alcohol use problems. Such findings begin to embed DA in its broader nomological network and suggest clear functional links with both social aggression and non-aggressive rule-breaking.

Just Add a Verse from the Quran: Effects of Religious Rhetoric in Gain- and Loss-Framed Anti-Alcohol Messages with a Palestinian Sample.

This experiment investigated the effects of message framing (gain vs. loss) and religious rhetoric (religious vs. non-religious) on the expression of anti-alcohol civic intentions with a sample (N = 80) of Palestinian young adults. Results showed that the main effects of message framing (gain > loss) and religious rhetoric (non-religious > religious) on anti-alcohol civic intentions were significant. Furthermore, the study showed that viral behavioral intentions were strongly and significantly associated with expressing anti-alcohol civic intentions, with larger explanatory power for gain-framed PSAs that used a religious rhetoric. Additionally, a serial mediation model showed that the effect of religious rhetoric on anti-alcohol civic intentions was successfully mediated by the serial combination of attitudes toward the PSA and viral behavioral intention for gain-framed PSAs, but not for loss-framed PSAs. Findings are discussed within the framework of persuasion models.

Between likes and shares: effects of emotional appeal and virality on the persuasiveness of anticyberbullying messages on Facebook.

Growth in the popularity of social networking sites (SNSs) such as Facebook has been accompanied by unintended negative results (e.g., cyberbullying). SNSs could offer solutions, as well. In this article, we explore the persuasive effects of the emotional appeal and message virality of Facebook status updates. Using status updates for a fictitious anticyberbullying organization, we conducted a 3×2×2×3 (emotional tone × affective evaluation × viral reach × message repetition) mixed factorial experiment (N=365). Positive messages resulted in more positive message evaluations and stronger anticyberbullying attitudes and viral behavioral intentions. Further, low message virality led to the most favorable message evaluations, while high virality resulted in stronger anticyberbullying attitudes.

Exploring the motivations of Facebook use in Taiwan.

The current study explored the motivations of online social network use among a sample of the general population in Taiwan (N=4,346). It investigated how seven different motivations to use Facebook predicted the intensity of Facebook use and content-generation behaviors on Facebook. Results showed that the motivation to use Facebook for posting and viewing status updates was the strongest predictor of Facebook intensity, while the motivation to view and share photographs was the strongest predictor of content-generation behavior on the site. Results are discussed in terms of expanding motivations to use Facebook to the study of social networking sites and other new and social media.

Emotional responses during social information seeking on Facebook.

Based on existing research on social networking and information seeking, it was proposed that Facebook.com use could be conceptualized as serving two primary goals: passive social browsing (i.e., newsfeeds) and extractive social searching (i.e., friends' profiles). This study explored whether these categories adequately reflect Facebook use and whether they moderate physiological indicators of emotion. Thirty-six participants navigated Facebook.com while their on-screen activity and physiological responses associated with motivation and emotion were recorded. Results showed that the majority of screens encountered during Facebook use could be categorized as devoted to social browsing or social searching. Participants spent more time on social browsing than they spent on social searching. Skin-conductance data indicated that sympathetic activation diminished during the course of both social browsing and social searching. Facial EMG data indicated that participants experienced more pleasantness during the course of social searching than they experienced during social browsing. These results are discussed in terms of existing social-networking research and an evaluative space model of emotion.