Use of Internet Memes in PSAs: Roles of Perceived Emotion, Involvement with Memes, and Attitudes Toward the Issuing Organization in Perceived PSA Effectiveness.
Health Commun
; : 1-13, 2023 May 04.
Article
en En
| MEDLINE
| ID: mdl-37143295
ABSTRACT
To help solve the diabetes problem in Singapore, we developed humorous and fearful public service announcements (PSAs) based on popular Internet memes and investigated how the emotions derived from PSAs affect Singaporean millennials' perceptions of PSAs' effectiveness. In total, 416 people participated in the study through a Singaporean online survey company. Multivariable linear regression methods with SPSS were used to examine our hypotheses and research questions. According to the results, message manipulation significantly increased participants' perceived emotion (i.e. perceived humor and fear). Moreover, the results showed that perceived humor and fear were positively associated with perceived PSA effectiveness in both models, testing the humor effect and fear effect separately. As per the moderation analysis, the association between the perceived emotion (i.e. humor and fear) and the perceived PSA effectiveness is likely to increase when attitudes toward the organization are less positive. Moreover, the association between perceived fear and perceived PSA effectiveness is likely to increase when participants' involvement with memes is low. Our findings highlight important theoretical and practical implications for future studies investigating the effectiveness of Internet meme-based PSA messages regarding serious health issues.
Texto completo:
1
Colección:
01-internacional
Base de datos:
MEDLINE
Tipo de estudio:
Prognostic_studies
Idioma:
En
Revista:
Health Commun
Asunto de la revista:
PESQUISA EM SERVICOS DE SAUDE
/
SERVICOS DE SAUDE
Año:
2023
Tipo del documento:
Article