Abstract
This research explores the use of online graphic narratives (a.k.a. comics) in consumer health promotion. More specifically, the study evaluates the persuasive power of online graphic narratives to communicate type 2 diabetes information, relative to other traditional health communication media such as videos and blogs. A framework including four variables related to narrative processing – narrative transportation, affective response, narrative comprehension, and message comprehension – is proposed. This model compares the effects of the three online media – graphic narrative, video and blog- on consumer persuasion. Overall, the study demonstrates that graphic narratives are more persuasive for health promotion than videos and blogs.
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